I help companies make better decisions across eCommerce, digital marketing and digital transformation, from strategic questions to hands-on execution.
You work with me directly. No account managers, no hand-offs, no junior team learning on your budget.
I’ve worked inside large organizations. I’ve built businesses. I’ve run digital marketing. I’ve worked on eCommerce. I’ve managed teams. I’ve advised companies. I’ve taught the subject.
That combination matters.
The best advice isn’t just theoretically correct. It has to work inside a real organization, with real people, real constraints and real customers.
Digital commerce problems rarely fit neatly into one department.
Maybe the challenge is your eCommerce strategy. Maybe your acquisition is working but conversion isn’t. Maybe you’re investing in Amazon without a clear strategy. Maybe your digital teams are busy, but the business still lacks direction.
Or maybe you need an experienced person to challenge your assumptions before making a major decision.
That’s where I come in.
I work directly with founders, executives and internal teams.
The business, the customer, the economics, the organization and the existing digital ecosystem, before recommending anything.
Question assumptions and find what is actually holding the business back.
Focus resources on the opportunities that can create meaningful business value.
Turn strategy into concrete actions, processes and decisions.
Measure, adapt and improve.
Good consulting should leave the business smarter, not more dependent on the consultant.
Where eCommerce fits in the business.
Commercial performance online, Amazon included.
Attract, convert and retain customers.
What’s useful, not just fashionable.
An independent view before you commit.
For companies that need to understand where eCommerce fits within their broader business strategy.
For companies looking to improve their commercial performance online.
From strategy to the digital shelf.
For companies that need to improve how they attract, convert and retain customers. Growth strategy informed by years of hands-on work in the channels, not media buying by the hour.
Understanding what’s next without chasing every trend.
I help businesses tell the difference between technology that is genuinely useful and technology that is simply fashionable.
Sometimes you just need someone who has seen this before.
An independent, experienced view before you commit time, budget or reputation.
I work with businesses at different stages and with very different levels of digital maturity.
You have a product and a market, but need experience to avoid expensive mistakes.
You have traction, but your digital operation needs a clearer strategy.
You have teams and resources, but need an external perspective, specialized expertise or support on a specific initiative.
Different size. Different problem. Same principle: focus on what matters.
These are the sectors I know from the inside. They are where I started, not where I stop.
B2C·B2B·B2B2C
Sometimes you need three months of strategic work. Sometimes you need two days of an experienced second opinion. Sometimes you need someone to work alongside your team for a longer period.
A focused external perspective on a specific business question.
Best forDecisions, strategy reviews, second opinions.
A defined piece of work with a clear objective and outcome.
Best foreCommerce strategy, audits, transformation projects.
Ongoing access to senior digital commerce experience without hiring full-time.
Best forCompanies that need experienced leadership, but not another permanent executive.
I join your existing team and work alongside them.
Best forComplex initiatives where strategy and execution need to happen together.
You work with me. The person you talk to is the person doing the thinking.
I’ve spent years working inside organizations, not only advising them from outside.
Recommendations are grounded in what it takes to implement them.
The engagement adapts to the actual problem, not to a price list.
The recommendation starts from your business, not from a service I need to sell you.
Consulting isn’t a separate business. It’s one expression of the same work: learning how digital becomes business, and sharing what I learn along the way.
Startups, growing businesses and large corporations, mostly in FMCG and consumer goods, retail, fashion, real estate, classifieds and marketplaces, and services, across B2C, B2B and B2B2C models. The common thread is a digital commerce question that matters to the business.
Yes. I’ve co-founded and advised startups, from the first business plan to the strategic roadmap, so I know how much an early mistake can cost.
Yes. A large part of my career has been inside large organizations, working with multiple brands, markets and retailers. I know how decisions get made there, and what it takes to move them forward.
Yes. You work with me directly. When a project needs extra hands, I can bring in trusted specialists, but I stay your point of contact and responsible for the work.
Yes. I can work alongside your internal team or your agency, and I can also review an agency’s proposal or recommendations independently.
Yes. Advisory work can be as focused as a single question: a strategy review, a second opinion or preparation for a specific decision.
Yes. Defining where eCommerce fits in the business, which channels to prioritize and what the roadmap should look like is one of the most common starting points.
Yes. I’m based in Barcelona and work on-site or remotely. My work has covered Spain, Italy and Mexico, as well as global and regional teams.
Yes. I work, teach and present in both Spanish and English.
You don’t need to have the answer figured out before we talk. Tell me where you are, what you’re trying to achieve and what’s getting in the way.
Prefer LinkedIn? LinkedIn →
An independent digital commerce consultant is useful when a decision needs experience more than headcount. Typical cases include a new eCommerce strategy, a marketplace or Amazon plan, a conversion problem or a review of an agency proposal.
Every engagement starts with a conversation about the business, not with a package. Then we agree on the scope: a short advisory session, a defined project, fractional support or work alongside your team.
First, an outside view of the whole picture: strategy, channels, customer and economics. Second, practical judgment from years inside digital businesses. As a result, recommendations are easier to implement.
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