I'm a designer. I work where things are still unclear, where there's direction but no alignment yet, where the opportunity is real but the shape isn't. I help turn that into something concrete: products, services, systems, organizational change. Fifteen years across financial services, aviation, education, and public sector. Currently at WPP | VML The Cocktail, based in Madrid.
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Capabilities
Working at the point where complexity becomes direction. From service blueprints and strategic narratives to operating models and organizational frameworks. Comfortable working with senior leadership and C-level stakeholders to align intent with execution.
Building and leading design practices from the ground up. Experience managing cross-functional teams, defining design principles, establishing DesignOps structures, and creating the conditions for teams to do their best work consistently.
Defining how teams operate at scale — governance, OKR frameworks, rituals, and capability building programs. Experience structuring large design disciplines and connecting team activities to measurable business outcomes.
Translating emerging signals into strategic scenarios teams can act on. Building foresight capabilities inside organizations and turning uncertainty into something concrete enough to steer by.
Shaping products, services, and ecosystems from early opportunity through validation and execution. Across financial services, aviation, and public sector — from diffuse briefs to structured, testable concepts.
Supporting designers, strategists, and founders through critical decisions, methodology, and career development. Experience mentoring at IE University, Fledge Accelerator, and across independent practice.
Curriculum
Contact
Open to strategic design leadership, advisory and consulting roles. Always open to chat with other passionate professionals!