A Life Dedicated to Learning

I grew up in Madrid, a city that shaped my early curiosity and love for storytelling. In 1991, I left for the USA, where I spent 33 years building a diverse career in film, advertising, and education. Over the years, I have taken on roles as a screenwriter, editor, copywriter, brand strategist, learning designer, speaker, leadership coach, and even soccer coach. This breadth of experience has enriched my perspective and deepened my commitment to lifelong learning.

In addition to my professional pursuits, I am also an endurance enthusiast, currently training for my 35th marathon. Since 2009, I have maintained a personal tradition of reading a book every week, fueling my curiosity and broadening my understanding of the world.

My experiences—from global consulting and teaching to creative personal projects—reflect a relentless pursuit of knowledge and connection. Through storytelling, strategy, and innovation, I aim to empower individuals and organizations to embrace learning as a lifelong journey. Together, we can create a future where curiosity drives growth and purpose leads the way.

Throughout my life, I have been driven by a singular mission: to inspire people to fall in love with learning again. This purpose has shaped my career, guided my projects, and fueled my passion for innovation and storytelling. Whether through professional endeavors or personal initiatives, my work reflects a deep commitment to growth, curiosity, and making an impact.

Brand Strategy & Transformation

IProfessional Experience: Strategy, Storytelling & Innovation

Every brand has a story, but not every brand knows how to tell it. My work is about helping brands step into their true narrative—not just to communicate better, but to transform how they connect with their audience and shape their industries.

I worked with Fabulingua to redefine how children learn languages, weaving storytelling into educational tools to create a richer, more immersive experience. With O Linens, we didn’t just build a sustainable luxury brand—we crafted a movement around conscious living, making sustainability an integral part of the customer experience.

For HAE Outdoors, the challenge was standing out in a highly competitive market. The solution wasn’t louder marketing—it was a clearer, purpose-driven strategy that positioned them as not just another gear brand, but a brand with a mission.

When Brand Sweden needed to showcase its leadership in innovation, I helped shape the narrative that would define its role on the global stage—not just as another Nordic country, but as a place where the world’s brightest minds come to solve real problems.

Across projects with Vivid Earth, YOJ, Commercial Futures, Ray, Enava, Upswell, ViaSomatic, and Yannega, my focus has been aligning brand strategy with deep-rooted purpose, ensuring that every touchpoint feels authentic, resonant, and impactful.

Because a brand’s greatest asset isn’t what it sells—it’s the story it tells.

Personal Projects: Exploring Creativity & Connection

🎙 Podcast: A Pie de Letra – Exploring meaning in music through philosophy, anthropology, and culture.
🍽 YouTube: Together Bistro – A cooking channel blending Spanish and Peruvian cuisine to foster connection.
📖 Author: The Rebel Within – A book on mastering inner dialogue for clarity and growth.