What my LinkedIn says, told the way I would tell it. Several turning points, and one line that keeps coming back: God writes straight with crooked lines.
- 2025Apr 2025 – Mar 2026 · MadridIESE Business SchoolPrograma de Desarrollo Directivo (PDD)
I first came to IESE through two online programs: Mindset Digital in 2020 and Impulsa la innovación in 2021. That is where the inspiration for the hybrid classrooms we later built came from. The PDD was something else. I joined to take our companies into a regional and multinational stage, and understood that this demanded a renewed version of myself as a leader. It marked a before and an after in my life. Six months after graduating, everything on this page began to come together. I am letting go.
- 2023Today · MadridAliloCo-founder and CEO. On LinkedIn, "The crazy one".
Knowledge should never sit still. At Alilo we turn static content into AI-powered learning for companies in Spain and Latin America, human and measurable at once. I carry the vision and strategy, the relationships with people who lead people and want results rather than compliance, and a team that designs systems with clarity. I watched it go from idea to company. Now comes international expansion.
- 2023Today · San SalvadorAlgier’s ImpresoresStrategic committee
The family print shop, in generational transition. My part was to accompany the change in leadership, approve the strategic plan and define how to bring in outside talent without losing who we are.
- 2019Dec 2019 – Feb 2020 · New YorkNYU Tandon School of EngineeringUX Design Principles for AR & VR
Right after Paris. If I was going to design learning experiences, I had to learn to design experiences.
- 2018Today · San SalvadoresePlusFounder and CEO
A book takes a year to evolve. The world does not. esePlus grew out of ESE Ediciones to design and build digital applications for education: e-school in 2015, Descubro in 2021, Experiencias in 2022. A team that went from startup to more than forty people and survived a pandemic. And Paris, 2019: the room full of experts I never recovered.
- 20132013–2025 · El SalvadorESE EdicionesGeneral manager
I went back to El Salvador to run the family publisher. Twelve years: we tripled turnover and made it the country’s leading textbook publisher. Internal digital transformation, processes, finance, people, and the client alliances that hold everything else up.
- 20112011–2013 · SpainAciturriStrategy team
Aciturri marked my life. I never dreamed of being a consultant; I saw consulting as the place to learn how to run my own company. God gave me something better than a consultancy: learning from the best, and from the very best. I started sorting carbon parts in a warehouse and ended up writing a ten-year strategic plan that seemed impossible and almost came true, year after year. I led SQIP 2013 with Airbus, recognized as Best Improver, and teams that cut working capital by 20 million euros. I learned that you can mark the path without being the one who walks it. I learned to delegate more than direct, to trust and let go. That only works when someone below you is better than you; otherwise you are lost. That is why I always look for people who surpass me to be part of the team.
- 20102010–2011 · SpainGoogle · Giant BicycleAdSense intern · Marketing analyst
At Google I learned what an OKR is worth, and the most important lesson of my life: once you make a decision, you stick with your decision. I learned that people matter and that commitment does not come from the whip but from how talent commits to a vision. I organized the AdSense Partner Day 2010 and built the global team’s internal site. It was a dream, and a boost of confidence. At Giant, the Spanish bicycle market analysis and the 2011 strategy, as my final degree project.
- 20052005–2011 · SpainUniversidad de NavarraIndustrial Engineering. The first mistake.
I dreamed of being a chef, or an architect. Chef or architect did not fit with general manager, which was what was expected at home. I let the university entrance exam slip in 2005 out of overconfidence, thinking life was easy. It was a lesson. In 2006 I started Industrial Engineering at the Universidad de Navarra, not economics as I had planned. Crazy, all of it. This is where the count begins: since 2005, learning by getting it wrong first.