Ruy, as he has been affectionately called since he was a child, believes that a brand consultant is an alchemical concoction of an anthropologist, a business consultant, a market researcher, a salesperson, an analyst, a psychologist and an artist.
After 10 years in Mexico, where his heart is, he returns to Madrid to be in charge, together with Alex, of the operation of the firm, the growth of its business and its positioning in the industry and with society
Radical optimist, word nerd, architecture geek and photography lover —passions that he combines in a personal project on architectural photography— he has also been a translator, a singer, an actor, a lecturer, a lyricist, a DJ, a horoscope writer and an auctioneer.
He is a partner of We are Naming —the first global network of naming experts— and Technical Advisor of the master’s degree in Marketing and Advertising at Universidad Iberoamericana. He is also a frequent collaborator on business and branding topics in media such as Expansión, Forbes, Merca 2.0, Mundo Executivo TV or Líderes Mexicanos.
Previously, he launched Padre Group’s operation in the Americas and commanded the group’s brand consulting area with offices in Madrid and Mexico City; led the MBLM office in Mexico, where he assumed the strategic and creative direction of the company; created Basal, the first consulting firm specialized in naming and verbal identity in Mexico; and specialized in brand valuation in Interbrand where he oversaw the Verbal Identity practice.
Before starting his career as a financial auditor at Deloitte, he studied Business Administration and Law in the United States, France and Spain.
During the last 15 years he has worked with Fortune 500 clients such as Acciona, Alestra, AT&T, Axtel, Madrid City Council, BBVA, CFE, Comex, Elementia, Gentera, Grupo Modelo, ICA, Marca País México, Nissan, PPG, Rappi, Rotoplas , Santander, Sigma Foods or Zeiss.