Strategic Direction That Works
Strategy that actually gets executed
Strategic Advisor & Independent Director for mid-sized enterprises, family businesses, and ambitious entrepreneurs across Iberia and Latin America.
Strategy that actually gets executed
Strategic Advisor & Independent Director for mid-sized enterprises, family businesses, and ambitious entrepreneurs across Iberia and Latin America.
WHO I AM
I started as a sales executive and worked my way up over 14 years. I've been Regional Director for 5 years, and more recently CEO for 3 years, managing complex international operations in logistics, wellness, and real estate across Latinoamérica, Mexico, USA, and Spain.
I've made strategic decisions worth millions. I've led teams of 300+ people across multiple continents. I've lived the consequences—both successes and failures. Starting from the bottom taught me something most CEOs never learn: the perspective of people doing the work matters as much as the numbers.
I recently completed the Chartered Director Programme from the Institute of Directors in London—formal training in governance, strategy, and board-level thinking. This formalized what I'd learned in practice and gave me the discipline of director-level perspective.
Now I work as a Strategic Advisor and Independent Director helping organizations develop strategies that actually work, navigate transformation, and build sustainable advantage.
WHAT I DO
For organizations at a crossroads. We develop clarity on where you're going, why it matters, and how to get there. Not beautiful PowerPoint decks. Practical strategy grounded in your actual constraints, capabilities, and market reality.
Strategy fails not because the thinking is wrong—it fails because organizations can't execute. I stay deeply involved through implementation, helping you navigate organizational change, restructuring, and the cultural shifts required to succeed.
Independent director oversight, board advisory, or governance support for mature organizations. I bring CEO experience and formal board training to help you think strategically, manage risk, and create long-term value.
Family businesses are different. Succession, professionalization, balancing family dynamics with professional management—I've lived these challenges and understand the nuance. Specialized support for generational transitions and scaling family enterprises.
WHO I WORK WITH
You're navigating generational transition, family dynamics are complicating professional decisions, or you're trying to professionalize without losing what made you successful. I understand family business culture intimately.
You're growing fast and need to scale without becoming corporate, without losing your edge or culture. You need someone who's lived rapid scaling and can help you do it thoughtfully.
You've acquired a company and need experienced director oversight, or you're preparing one for scaling. I bring CEO and board perspective to value creation.
You're facing specific operational challenges that need both strategic clarity and implementation support. I help solve these by connecting strategy and operations.
HOW I WORK
I don't assume I know your answer. I spend time understanding your specific context—your financials, operations, people, market, and constraints. Then I diagnose what's really happening.
I tell you what I think is true, not what you want to hear. If I think your strategy isn't sound, I say so. If I think the real problem is execution, not strategy, I'll tell you that.
Strategy, operations, culture, finance, people—I don't separate these into silos. I see how decisions in one area affect all the others and help you navigate these connections.
I don't hand off a plan and disappear. I stay involved through implementation. My success is measured by results, not by how much you like my recommendations.
I gather enough data to make good decisions, not perfect ones. I move fast, adjust as I learn, and focus on the 20% of efforts that drive 80% of results.
I'm not here to impose one model everywhere. I understand Iberian and Latin American business culture, family dynamics, regulatory context, and what actually works in your market.
BACKGROUND
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