Summary and trajectory.
Multiple press articles, presentations at Sector Conferences, as well as some television appearances:
• “Telework, a New Business Strategy and Management Tool” (IFE, Conference Speaker, 1/17/95).
• “Advertising Formulas on the Internet” (Júbilo, Conference Speaker, Apr-02).
• “Entrepreneurship on the Internet” (CEF, Lecturer/Master Class, Sep-01).
• “PCP, the Other Path to Profitability” (CincoDías, In-Depth Article, Feb & Mar-94).
• “MBAs” (Expansión, El Mundo, Feature Interview, Feb-03).
• “Pay Television, the New Cornucopia” (CincoDías – economic newspaper, In-Depth Article, 1/11/94 and 1/18/94).
• “Internet Today and Tomorrow” (El Publicista, Feature Interview, Dec-01).
• “The Main Internet Companies in Spain” (Ganar.com, G. Recoletos, References, Dec-01).
• “Telecommunications in the Year 2000” (CincoDías – economic newspaper, In-Depth Article, 11/30/93 and 12/7/93).
• “Life Without Wires” (CincoDías – economic newspaper, In-Depth Article, 9/21/93 and 9/29/93).
• “Auction or Merit-Based Tender” (El País, Article, 3/13/94).
• “Online Media Buying” (El Publicista Magazine, Interview, Dec-03).
• “Success Story: Activo Bank” (Interactiva, References, Sep-01).
• “TKom Expands” (RedMarket, Feature, Jul-01).
• “The New Course of Networks” (Interactiva, References, May-01).
• “Advertising, More Interactive” (IBLnews, iBrujula, References, Feb-01).
• “Online Agencies” (El Publicista, References, Oct-01).
• “Online Advertising” (Control, Conference Speaker, Jan-01).
• “Advances in Advertising” (IBL-News, Feature, References, Mar-01).
• “Internet, a Profitable Alternative” (ZDnet, Feature/Reference, Aug-98).
• “Advertising Forum” (IFAES, Conference Speaker, Feb-99).
• “Successful Promotions” (IIR, Feature, Mar-99).
• “Interactive Advertising” (Grupo Recoletos / Expansión – economic newspaper, Conference Speaker, Mar-99).
• “Advertising-99” (IIR, Conference, Jan-99).
• “The Cable Television and Content Business” (IFE, Conference Speaker, 2/21/95).
• “Cable Networks and Their Derived Businesses” (IFE, Conferences, 7/6/94 and 7/7/94).
41. Public Tender · Helisold (Cyprus)
We assisted in preparing a proposal for the national water supply network tender in Cyprus. The €33 million project was structured through a joint venture created to maximize competitiveness and technical capacity.41. Public Tender
40. Tariff System Benchmarking · Retevision (Spain)
We conducted an international comparative study of tariff structures and average pricing used by European providers of TV and radio signal carrier services. The results guided strategic decisions on pricing models.
39. Commercial Management · TLP / Portugal-Telecom (Portugal)
We designed and implemented a modern commercial management system for 2,000 employees. It included target market definition, new commercial roles, expanded product portfolios, active sales development, and structured product management.
38. Subsidiary Strategy · Telefónica (Sintel, Telyco, T-Sistemas, Cetesa, Cabitel, Estratel, Tidsa, etc.)
We defined missions, assessed capabilities, and created adaptation plans for 12 subsidiaries. We also designed a clear framework for subsidiary creation, transformation, and divestment, aligning all entities with the parent company’s strategy.
37. Decision-Making System · Helisold (Spain)
We developed an IT-based model to support the preparation of commercial proposals for large-scale projects. The model included cost analysis, budgeting, production planning, financing, and sensitivity analysis, enabling faster, more informed decisions.
36. Logistics Organization · Nervacero / Celsa-Group (Spain)
We optimized internal logistics, reducing staff by 35% while simultaneously improving response times and service quality.
35. Distribution Channel Diversification · Cepsa / Moeve (Spain)
Ahead of the liberalization of Spain’s hydrocarbon market, we identified capillary distribution alternatives for Cepsa’s petrochemical products. This groundwork positioned the company to compete effectively after the end of the Campsa monopoly.
34. Integrated Materials Management System · Cepsa / Moeve (Spain)
We designed SIGMA, a modern, customized MRP-based tool integrating demand forecasting, planning, supply and production management, and sales. The system provided greater efficiency and control across the organization.
33. Supply Control · Nervacero / Celsa-Group (Spain)
We redesigned the materials reception and control system, focusing on scrap (1.4 million tons annually, €170 million). A 3.5% improvement in material performance generated €17 million in annual savings.
51. Development Objectives · TPI / Cetesa (Spain)
We analyzed the business potential of Yellow Pages as an advertising directory. The project included an international benchmarking of business models across countries and strategic recommendations to guide future development.
50. Banking Agent Network · K-Ventures (Spain)
We developed a network of banking agents to market Spanish financial products and services. Leveraging the legal framework established in 1995, we structured the business to fully exploit this new distribution channel.
49. Teleworking Operations · K-Group (International)
We designed and implemented teleworking operations and infrastructures that enabled flexible and voluntary practices across the group’s business lines, enhancing business continuity and employee satisfaction.49. Teleworking Operations
48. Country Attractiveness Assessment · Bell Canada (Spain)
We delivered a comprehensive assessment of the Spanish pay-TV market and its derivatives. The study evaluated competitive structure, growth potential, and regulatory risks.
47. Investment Fund · K-Invest (International)
We designed, launched, and managed an equity fund for the exclusive use of Kermit Group and its partners. The fund capitalized on the bullish trend associated with Spain’s entry into the Euro.
46. Corporate Market Organization · Telefónica (Spain)
We restructured Telefónica’s approach to the corporate communications market. The project included organizational changes, resource reallocation, and a commercial strategy aligned with corporate segment demands.
45. Account Management · Telefónica (Spain)
We created an account management system for the corporate market. This framework reorganized commercial operations and ensured more direct, efficient service for enterprise clients.
44. Product Management · TLP / Portugal-Telecom (Portugal)
We implemented a product and service management system to overcome the limitations of a purely functional organization. The model enabled coordinated operations across associated companies active in both mature and emerging markets.
43. Corporate Marketing · Telefónica (Spain)
We designed a “Mega-Marketing” approach focused on corporate relations. The strategy encompassed alliances, lobbying, image management, and competitive positioning, strengthening Telefónica’s institutional influence.43. Corporate Marketing
42. Credit Card Issuance · Telefónica (Spain)
We evaluated the feasibility and profitability of issuing credit cards to Telefónica’s extensive customer base. The analysis covered synergies with existing services, business models, and customer loyalty potential.42. Credit Card Issuance
32. Ongoing Support for Subsidiary Management · Telefónica (Spain)
We provided continuous strategic support for decision-making in multiple areas: credit cards, catalog sales, directories, terminal sales, alliances, product and account management, corporate communications, and diversification initiatives.
31. Interactive Advertising & Communication Technologies Company Creation · Interad (International)
We founded Interad to deliver ASP-based technologies and services for interactive advertising. Its offering included campaign delivery, optimization, and tracking, as well as digital promotion and e-commerce solutions.
30. Technology Management Organization · Telefónica (Spain)
We conducted an international benchmarking study of how leading telecom operators structured network planning, technology management, and equipment procurement. The findings served as the basis for modernizing Telefónica’s internal processes.
29. Recycling Operations · Nervacero / Celsa-Group (Spain)
We redesigned the company’s scrap recovery processes, achieving annual savings of €5 million. The optimization included logistics improvements and full material utilization.
28. Terminal Equipment Sales · Telyco / Telefónica-Group (Spain)
We assessed the viability of Telefónica’s terminal equipment sales business. The analysis covered financial sustainability, strategic positioning, and profitability scenarios for the group.
27. Commercial Strategy for a Mobile Operator · SRM Consortia (BBVA, Iberdrola, Prisa, etc.) (España)
We advised the consortium on preparing its GSM license application. We designed and integrated the commercial strategy, covering product definition, channels, pricing, and promotion.
26. Market Segmentation · Europolitan / Vodafone (Swden)
We conducted segmentation studies using advanced statistical techniques (factoring and clustering), supported by primary research and international market analysis. We defined market priorities and strategic approaches to strengthen Europolitan’s competitive position.
25. Competitive Readiness Plan · Belgacom Mobile (Belgium)
Months before the entry of new GSM competitors, we developed a contingency plan that included distribution channel control, aggressive promotions, value-added service launches, and highly competitive pricing strategies.
24. Diversification Strategy · Telefónica (Spain)
We designed a comprehensive framework to align diversification projects across 20 subsidiaries. The result was a coordinated scheme integrated with the group’s global strategy and oriented toward creating sustainable synergies.
23. Interactive Media Agency Creation · Crol (International)
We founded Crol as a media agency specializing in Internet and interactive platforms. Since 1998, it delivered technological and operational solutions that maximized advertisers’ return on investment, combining personalized account management with a self-managed B2B online platform.
22. New Businesses in the Information Industry · Telefónica (Spain)
We investigated emerging business lines within the information industry. We developed comprehensive maps of products and services, segmented by application areas, to anticipate strategic opportunities.
21. Catalog Sales · TPI / Cetesa (Spain)
We analyzed the catalog sales business and its implications for the group’s other activities. The study guided strategic decisions and aligned the impact with the company’s overall structure.
20. Multi-Channel Portal Creation · RedTKom (International)
We designed a launch portal that integrated thematic content, commercial offers, and news for end users. RedTKom brought together diverse channels and interaction models, consolidating its footprint in the digital ecosystem.
19. Business Opportunity Assessment · Renfe (Spain)
We advised Renfe on evaluating the feasibility of entering the warehousing and distribution services market, identifying profitability scenarios and associated risks.
18. eBuilding Company Creation · K22 (Internacional)
Since 1997, K22 delivered over 245 projects including advertising creativity, corporate websites, dynamic content portals, eCommerce interfaces, loyalty programs, promotional microsites, intranets, and extranets. It became a flexible platform supporting companies’ digital presence.
17. Cable TV Strategy · Telefónica (Spain)
We developed a strategic analysis to define the role of cable TV within Telefónica’s core business. Our recommendations led to joint ventures, technological trials, organizational changes, and a more proactive lobbying strategy.
16. New Product Launches · Telefónica (Spain)
We redesigned the product launch process, reducing lead times from 24 to 6 months. We led five launches that combined speed with business rigor—profitability, viability, and sustainability—ensuring both market impact and organizational consistency.
15. Business Opportunities in the Power Sector · Telefónica (Spain)
We analyzed regulatory trends, synergies, and strategic options for Telefónica’s entry into the electricity market. We identified target areas of activity and provided actionable recommendations for market entry.
14. Interactive Advertising Agency Creation · TKom (USA, España, Méjico, Brasil, Argentina, Portugal, Chile, Perú)
We founded TKom as a pioneering interactive agency. Operating since 1998, it served clients such as Lufthansa, Direct Seguros, Prosegur, Ceac, Alsa, Axesor, Cisco, and Microsoft. It combined creativity and profitability, consolidating a strong presence in the emerging digital market.
13. Global Partner Search · Indra (Spain)
We identified and evaluated strategic partners to expand Indra’s technological capabilities and international reach. The process concluded with a partnership agreement with Thomson, strengthening Indra’s global position in the electronics sector.
12. Affinity Program Launch · EngageThe.Net (International)
We designed a new digital affinity model that was more efficient, cost-effective, and engaging than traditional coupon or catalog-based programs. EngageThe.Net embodied this vision across web, email, and wireless data channels, offering a next-generation loyalty program for clients and partners.
11. Subsidiary Group Reorganization · Telefónica (Spain)
For a group of 20 telecom companies with 8,500 employees and €850 million in revenue, we restructured business lines, redesigned the management and control system, and outlined the group’s medium-term corporate evolution.
10. Ad-Network Creation · TKom-Media (Internacional)
We consolidated a network of more than 124 quality websites, segmented by topics and audience profiles. The TKom-Media Network generated over 304 million monthly page views and reached 18 million Spanish- and Portuguese-speaking users, offered under competitive pricing and quality standards.
9. Mission and SBU Structure · Indra-Group (Spain)
During the merger of Inisel and Ceselsa into Indra, we supported the definition of mission and vision. We established the strategic framework for subsidiaries and SBUs, aligning them with a coherent leadership model in civil and defense electronics.
8. Competitiveness Improvement for a Mobile Operator · TMN (subsidiary of Portugal-Telecom (Portugal)
Within three months, competition had eroded TMN’s market dominance. We identified critical weaknesses, designed corrective measures, and co-implemented solutions with company executives, quickly restoring competitiveness.
7. Creation of an eDirect Marketing Company · MaiProm (K-Ventures) (International)
We founded MaiProm as a comprehensive eMail-Marketing platform. It integrated advanced database technology, targeted email delivery systems, campaign performance analytics, over 44 specialized newsletters, and one of the largest opt-in internet user databases of its time.
6. Maritime Transport Cost Reduction · Moevio / Cepsa (Spain)
We analyzed the structure of Cepsa’s tanker and chemical fleets, revised operational policies, and optimized shipping routes. Results included 20% savings achieved through regular routes, contract renegotiations, and triangular route optimization.
5. Mobile License Application · BT–VIAG Consortia (Germany)
We advised the consortium on preparing its proposal for the German PCN license tender. The project coordinated BT’s technical expertise and VIAG’s financial resources to present a strong, competitive application.
4. Market Entry Strategy · British Telecom (Spain)
We supported the new company’s positioning in Spain’s financial sector. We implemented complex sales methodologies, developed commercial materials and arguments, and facilitated initial contact with key banking and financial clients.
3. Cellular Consortium Formation · Cable & Wireless (Spain)
We identified and evaluated potential partners to support Cable & Wireless’s entry into the Spanish mobile market. We designed the partnership strategy, ensuring a strong and competitive entry framework.
2. Business Plans · Santander-Bank (Spain)
We developed and reviewed business plans for local cable TV operators. The critical challenge was the feasibility of offering telephony services through these networks, requiring thorough evaluation of technological risks and large-scale investment needs.
1. Marketing Strategy · Vodafone / Europolitan (Sweden)
We assessed Europolitan’s competitive positioning against Telia and Comvik. Based on this analysis, we redefined its marketing strategy, strengthening differentiation and customer acquisition capacity in a highly competitive market.