Chema, as almost everybody names him was born in Madrid. He has lived most of his life in Madrid but also in Dublin and Seville. Ever since he has been traveling around the world moved by his curiosity to constantly learn and enjoy life, always accompanied of a camera.
He studied Business Administration and although initially, his intention was to work in Finance, soon he discovered that his passion was Marketing. Fortunately right after finishing his studies he joined the Marketing Department of Cruzcampo (Diageo) and after spending two years in Seville he moved to Madrid to work for Grupo Mahou San Miguel for ten years. After a long period in the beer industry it was time to move and learn about other sectors and cultures and spent almost 5 years as Marketing Director for the Korean Company LG Electronics working for a great variety of products and targets. In 2014 he accepted the challenge of managing the Marketing Department of Microsoft where he had the opportunity to support the digital transformation that many companies where accomplishing. Thanks to his background, in 2017 he joined MAXAM, the Spanish mining services giant in other to transform the Marketing approach globally through a digital transformation of the área.
In August 2015 Chema began to collaborate as Project Leader at Picnic working for customers as Movistar and Coca Cola. He had worked as a customer of Picnic in the past and wanted to discover the strategic process behind the scenes of one of the best Brand strategic consultants.