His career path

‘Every morning, when I turn on my computer, it thrills me to feel that, through my work, I have the ability to improve certain moments in people’s lives, such as their shopping experiences’.

This is how I approach my profession, both in my academic activity and my work at m+f=!, enabling teams to transform their businesses.

I do so through the use of some cutting-edge marketing tools – including neuroscience, psychology, digitalisation, semiotics, sociology and big data.
These help me design brain-pleasing brands and customer experiences. 

I have a higher degree in Business and an MBA from ESADE. I completed my studies at Stirling University, UK, with an MBA in Retailing and, subsequently, at Harvard Business School, USA, where I studied Active Teaching and Learning.

In 1976, I began my journey as a consultant and, after 10 years of experience, I accepted an invitation to become a lecturer at ESADE, where I am a visiting lecturer, teaching Marketing and Retail Innovation.

During my time at ESADE, I have been involved in creating and managing their Marketing Department, I was their Marketing Department Director between 2003 and 2005 and their EMMS (Exec Master in Marketing & Sales) Director between 2007 and 2014.

In my teaching and my conference talks, participant levels of satisfaction have always been very high.

I was involved in the Future Trends Forum, sponsored by Bankinter, and I am currently a member of the Channel & Retail Academy (CRA Bocconi) Scientific Committee.

In 2013, I was recognised as an ‘Expert in Retail Innovation’ by the European Commission.

I am a regular speaker at various international conferences.

I am a fluent speaker of Spanish, English, French and Catalan. I have working knowledge of Italian and Portuguese.

I regularly publish articles on my LinkedIn profile. Occasionally, I am also involved in book writing.


Member of the “Expert Group on Retail Sector Innovation” of the European Union Commission (from January 2013).

Member of the Exporetail Organiser Committee (living spaces, services and commercial facilities). Madrid 2004, Barcelona 2007, Madrid 2012.

Presenter of the Conference “The new marketing” carried out by Philip Kotler, Marketing lecturer at the Kellogg School of Management, USA. Event organised by ESADE. Barcelona, October 26th 2004.

Currently, and since 2002, member of the Liderpack Awards Jury, that recognize the breakthroughs achieved in bottling, packaging and advertising activities at points of sale.

Currently, and since 2002, member of the “Barcelona World’s Best Store” Awards Jury. Prizes awarded by the City Council of Barcelona to honor those initiatives that are leading to new challenges in the trade sector.

Director of the Marketing Management Department at ESADE during the years 2002-03, 2003-04 and 2004-05.

Director and Coordinator of the study carried out by ESADE and sponsored by the Spanish Skating Federation: “Roller Hockey analysis and promotion”
Barcelona, May 2002

He has been interviewed and has participated in various television programmes on TVE, TV3, TV2, TV France, TV Canal Siglo XXI (Dominican Republic), Onda Cero, COM radio, SER, Radio Nacional de España (National Radio of Spain), Cataluña Radio, Radio 4, etc.

Member of the European Jury for the cases election 1997, 1998 and 1999 for the EFMD, (European Foundation for Management Development).

Member of AECOC Marketing and Merchandising Commission
February 1996 – November 1999