"The essence of strategy is choosing what not to do"

Over 10 years of experience focused in Innovation Strategy and Product Design Management in human-centered environments.

I've worked within creative teams for international companies B2C & B2B as BBVA, Inditex, IKEA, MasterCard, Iberdrola, Mutua Madrileña, Repsol, Santander, Telefónica, Microsoft, Amadeus IT Group, Opel, Campofrío FoodGroup, L'Oréal Luxury or Ron Barceló.
I believe that 'Design' is the art of solving complexity. Creating value through business, innovation, meticulousness and simplicity but always centered in the main goal: humans.
Global Design Lead

Head of Product | Co-Founder
JAN 2015 - JUL 2019
Senior Product Consultant
OCT 2017 - APR (2018)

Global Ecommerce Design Lead
Inditex (A Coruña)
JUL 2016 - JUN 2017
Senior UX & Visual Design
SEP 2015 - JUL 2016

UX & Visual Design
JUL 2015 - SEP 2015

Creative & Art Director
DEC 2010 - DEC 2014

Creative & Art Director
NOV 2008 - JAN 2011

Graphic Designer
PubliPichel (A Coruña)
FEB 2008 - JUN 2009​​​​​​​

Sol de Plata Digital 2016
El Sol - Festival Iberoamericano de Publicidad

Best Website 2016
Inspirational Festival - Technology / UX

Best Audio Online 2016
Inspirational Festival - Audio Online

Site of the Day 
Awwwards April 2016

Oro Eficacia 2016
Premios Eficacia

Oro Epica 2016
Epica Awards - Experiental & Shopping Marketing

Ojo de Bronce 2016
El Ojo de Iberoamérica

Design Leadership
Team Management
Product Design
Product Management
User & Visual Experience
Design System Management

Spanish & Gallego (Native)
English (Professional working proficiency)
Portuguese (Elementary proficiency)
Catalan (Elementary proficiency)
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