Initial cross-departmental restructuring plus a four-year master plan for the whole organisation
Delivering an ambitious transformation by sequencing: restructure first, master plan next
Led the initial cross-departmental digital restructuring of an organisation moving into a new competitive tier under strict compliance pressure, and designed the four-year master plan that guided the rest of the transition.
Highlighted result
→Initial restructuring delivered and a four-year digital master plan set for the whole club
My role
A year after joining the club to build its women's football structure, I was asked to lead its digital development area — coinciding with the club's first-ever promotion to Spain's top flight (LaLiga).
Context
The club had to reach LaLiga's mandatory digital baseline for a top-flight club in a single season — web, app, e-commerce, ticketing and shared technology — while everything else was still in motion, including the second year of the women's project.
What I identified
A club-wide transformation could not be executed in a single season. What was possible was an initial restructuring, aligned across departments, and a four-year master plan to guide the rest of the transition.
What I did
I led the initial digital restructuring transversally, working alongside other areas — international communications, legal and contracts, commercial, marketing and IT — and designed a four-year digital master plan for the whole organisation. The plan included not only the technology stack, but also the adoption roadmap for a digital culture: a phased implementation plan, training adapted to each area, hands-on support during the roll-out of new tools and processes, and change management to embed the new ways of working.
What I led
- 01Initial digital restructuring across web, app and e-commerce
- 02Digitalisation of the online store, including international sales
- 03Reorganisation of the club's digital assets into a coherent architecture
- 04Participation in LaLiga's pilot for shared Single Sign-On (SSO)
- 05Measurement and reporting framework for web, social and media impact
- 06First paid social acquisition campaigns
- 07Trilingual social content strategy, aligned with LaLiga's international plan
- 08Four-year digital master plan for the club
- 09Digital adoption roadmap for the whole organisation, including a phased rollout plan, area-specific training and change management for new tools and processes
- 10Cross-department coordination with international comms, legal, commercial and IT
Outcome
- Initial digital restructuring delivered within the top-flight season
- Online purchasing enabled for the club store, including international orders
- Four-year digital master plan agreed as the organisation's roadmap
- Adoption roadmap and change-management approach embedded in the four-year master plan
- Renewed LaLiga technology framework covering cloud, marketing cloud, SSO, DSP and DMP
- Foundations set for the subsequent stages of the transformation
What this demonstrates
That an ambitious digital transformation is delivered by sequencing: an aligned initial restructuring, a multi-year master plan and transversal work with every affected area.
Connect about this work
ConnectOther case studies
- Turning around an institution at risk of closure4 editions directed · Oscar-qualifying · 30%+ audience growth · thousands of media appearancesView
- Creating a new category from zero, without budget or backing6 editions (2005–2010) · first worldwide reference · replicated internationallyView
- Building a cross-sector venture around an emerging categoryA multi-format concept developed before women's football entered the mainstreamView