“The difficult can be attained, the impossible can be attempted”





A phrase defines my way of thinking, “The difficult can be attained, the impossible can be attempted”

Double degree in Laws and Business Administration, Master in public audit, Master’s degree in management and property management, Master’s degree in viticulture, oenology and wine marketing. 20 years of practice as a manager in the Food and Beverage industry, Urban and property development , Mergers and Acquisitions, Electricity Distribution, and ecommerce and online marketing.

A professional in constant evolution with no fear of change. Always a champion in all my positions of responsibility of creativity and innovation in the way of doing things. With great adaptability and an ability to work in a changing environment.

I have always been characterized by flexibility and versatility, able to work successfully in different jobs and sectors. With important relational and communication skills, with great open-mindedness and cultural.

In short, a professional who despite his many years of experience, has managed to reinvent itself and adapt to the times, with a mastery of social networks.

Speaker and lecturer (Seminars, University)

Specialties: Marketing and Sales. traditional and digital marketing. Business management and equipment. Wine.

Experiencia profesional
Independent Consultant / 2014 - Today

(October 2014 – Today)

Murcia. Spain. Sector: Business Consulting

International consultant specialized in business development and digital marketing.

My specialty: Business development in Spain. Technological sector, real estate sector and food and beverage sector.

Managing Director at Bodegas Portia (Faustino Group) / 2010 - 2014

(October 2010 – October 2014)

Aranda de Duero. Burgos. Spain. Sector: Food and Beverages. Tourism

General Management. Responsible for the management and development of the winery: administration, finance, budgeting and control, national and international marketing, production, communication and leading wine tourism project in Spain (restaurant, tourism, events)

Annual sales growth over 30%.


  • Outstanding Winery Experience – International Travel Culinary Awards – Saveur Magazine (2014) : international award from American Saveur Magazine as Best Wine Tourism Experience within the International Culinary Travel Awards.
  • Top Ribera 2013 – Ruta del Vino Ribera del Duero : Recognition as Most VIsited Winery in the Wine Route of Ribera del Duero.
Managing Director at Sociedad Municipal de Vivienda y Suelo de Palencia / 2008 - 2010

(January 2008 – October 2010)

Palencia. Spain. Industry: Real Estata and Urban Planning

Member of the Board of Directors.

Launch of the company from start. Responsible for the daily life of the company. Budget and Control. Finance. Human Resources. Communication. Advertising and marketing. Legal Affairs. Planning activity.

Managing Director at Bodegas Campiña (DO Toro) / 2008 - 2009

(April 2008 – April 2009)

Valdefinjas. Zamora. Spain. Industry: Food and Beverage.

Responsible for the management of the winery: administration, finance, budgeting and control, national and international marketing, production, legal affairs.

Managing Director at Consejo Regulador de la Denominación de Origen Toro / 2004 - 2007

(March 2004 – December 2007)

Toro. Spain. Industry: Food and Beverage

General Management. Preparation of the work of the Regulatory Body. Interior regime for staff, administrative and financial. Budget and Control. Implementation of resolutions of the Council. Legal advice. Promotion, Advertising and Marketing.

The result of the implemented communication strategy, led to lead for 3 consecutive years the growth in market share of all denominations of origin in Spain.

Managing Director Deputy at SEPES Entidad Pública Empresarial de Suelo / 2003 - 2004

(March 2003 – March 2004)

Madrid. Spain. Industry: Real Estate and Urban Planning

Controller Group participated entities (over 20 companies). Institutional Relations. Issues of urban railway integration.

Managing Director at COSMANI Grupo Inmobiliario / 2002 - 2003

(November 2002 – March 2003)

Madrid. Spain. Industry: Real Estate.

General management of the group of companies with promoter activity in Castilla y Leon, Madrid, Extremadura, Rioja and Andalusia.

Board of Directors at Navarra de Suelo Industrial (NASUINSA) / 2000 - 2002

(March 2000 – November 2002)

Navarra. Spain. Industry: Real Estate and Urban Planning.

Making own decisions of the Board.

Senior Coordination Manager at SEPES Entidad Pública Empresarial de Suelo / 1996 - 2002

(November 1996 – November 2002)

Madrid. Spain. Industry: Real Estate and Urban Planning.

Controller of the company. Planning and budgetary control.Development and monitoring of budgeted costs.

Controller Group participated entities (21 companies).

Institutional Relations. Internet. European projects. Communication.

Investments Analyst at ENDESA / 1996

(June 1996 – November 1996)

Madrid. Spain. Industry: Water, Gas, Electricity.

Performing Feasibility Analysis for New Technical Projects for the Company (New plants, desulfurization plants, cogeneration plants, desalination plants, …).

M&A Analyst at Infoinvest, S.A. / 1996

(January 1996 – June 1996)

Madrid. Spain. Industry: Real Estate. Mergers and Acquisitions.

Support activities to Merger and Acquisitions Manager (rating companies, research industries, creating business models, …). Support for the Legal Department of the company.

Independent Attorney / 1993 - 1996

(July 1993 – November 1996)

Valladolid. Spain. Industry: Legal Services.

Practice of law as a lawyer in the Bar Association of Valladolid

Experiencia profesional
Degree in Administration and Business Management. (ICADE E3)

(1988 – 1994)

Madrid. Spain. ICADE E3. Universidad Pontificia Comillas

Degre in Law. (ICADE E3)

(1988 – 1993)

Madrid. Spain. ICADE E3. Universidad Pontificia Comillas

Master in Enology, Viticulture and Wine Marketing.


Valladolid. UNESCO. Torras y Asociados.

Master in Real Estate Management.


Madrid. Centro Superior de Arquitectura y Universidad San Pablo – CEU

Master in Public Auditing.


 Valladolid. Colegio de Economistas de Valladolid – Arthur Andersen.

Managing Fashion and Luxury Companies


Bolonia. Italy. Università Commerciale ‘Luigi Bocconi’

How fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts.

Managing Food & Beverage Companies


Bolonia. Italy. Università Commerciale ‘Luigi Bocconi’

The objective of this course is twofold: first, we will focus on contemporary challenges that managers and entrepreneurs in food and beverage businesses should be able to face; and second, we will provide models and tools to design and implement appropriate courses of action to satisfy customers and build an advantage over the competition.

The fundamentals of Hotel Distribution: Distribution, Revenue and Demand Management


Paris. France. ESSEC Business School

Specialization course covering the basics of hotel management demand, distribution and revenue management.

Marketing in a Digital World


Illinois. USA. University of Illinois at Urbana-Champaign

This course examines how digital tools such as the Internet, smartphones, and 3D printing are revolutionizing the world of marketing to change the balance of power from companies to consumers.


  • Spoken English 100% 100%
  • Written English 100% 100%
  • Read English 100% 100%
  • Spoken Spanish 100% 100%
  • Written Spanish 100% 100%
  • Read Spanish 100% 100%
  • Portuguese 33% 33%
  • Italian 33% 33%
  • German 20% 20%

Professional Skills

  • Strategic Planning
  • Team Leadership
  • Negotiation
  • Business Strategy
  • Marketing
  • Digital Marketing
  • Sales Management
  • Business Innovation
  • International Sales
  • Real Estate Management
  • Wine Making
  • Communication

Memberships and Associations

  • Trustee of the Spanish Portuguese Rei Afonso Henriques Foundation. (Zamora)
  • Vocal Governing Board Association of Promoters and Constructors of Spain (APCE).
  • Member of the Spanish Association of Public Housing and Land Promoters (AVS).
  • Vocal at Spanish Conference of Regulatory Wine Councils (CECRV)

Conferences & Presentations

  • Lecturer at INSEAD Business School. Fontainebleau (France).
  • Lecturer at Symposium Planning of Castilla y León and North of Portugal 2000 (Zamora).
  • Speaker at the Second International Symposium 1999. Duero (Valladolid).
  • Lecturer at UBU “Ribera del Duero, wine tourism product development”, 2012.

Digital Projects

Contact me for business proposals