I ran data and analytics for a $36B company. Now I use the same rigor to fix how your team works.
Chief Data Officer at Mondelez International for four years. Before that, Philip Morris, Virgin Mobile, Fly Dubai. I took the same diagnostic thinking I used to run global data strategy and pointed it at team productivity. In 2026 I made it my full-time practice.
I ran the systems. Now I fix yours.
I spent four years as Chief Data Officer for a $36B company, managing a $20M budget and 120 people across 40+ markets. The 4 Vectors framework applies that same discipline to team productivity.
I led enterprise transformation at scale
At Mondelez I scaled analytics adoption 8x, from 2,000 to 16,000 monthly users, across commercial, supply chain, finance, and R&D. I know what it takes to change how a large organization works, because I did it.
I diagnose before I prescribe
Every role I held (Fly Dubai, Virgin Mobile, Philip Morris, Mondelez) started with the same question: where is the data, and what does it actually show. The 4 Vectors framework runs the same diagnostic on your team.
I measure outcomes, not effort
Every engagement starts with a diagnostic and ends with a before-and-after comparison. I track results the way I tracked KPIs for a board, with numbers, not testimonials.
This is my full-time focus now
In 2026 I left the corporate track to build this practice full-time. Courses have reached 40,000+ students, and the podcast and speaking work keep the frameworks current.
From hotel floors to chief data officer to independent practice.
Thirteen chapters. Hospitality, aviation, consumer goods, and now a framework built from all three.
A Proud Canario
Born in Gran Canaria, Canary Islands, Spain. A place of beauty and warmth, home to the kindest people.
Graduated in Hospitality Management
My passion for the hospitality industry, especially restaurants and hotels, endures to this day.
Discovered a Passion for the Digital World
My first roles in graphic and web design, along with digital marketing, were at Lopesan Hotels & Resorts.
Took Off From the Islands to Dubai
Where my international journey began. Notable experiences at FlyDubai and Virgin Mobile marked the start of a global career.
MBA in Digital Business Management
At the University of Barcelona. A significant chapter for networking and growth.
The Book That Changed My Life
A colleague at FlyDubai introduced me to "The 4-Hour Work Week" by Tim Ferriss, sparking my enduring obsession with productivity.
Back to Europe
Returned to Europe, to Switzerland. Plenty of work travel shaped my thoughts on productivity, leading me to specialize in this field.
Got (Even More) Obsessed With Productivity
Launched a best-selling course and developed an innovative analytics framework.
Found a Passion in Writing
Creating content allows me to share knowledge and serves as a method for organizing my thoughts.
Public Speaking
Rediscovered a love for public speaking, focusing on unique and unconventional topics.
Chief Data Officer, Europe & Eurasia
Joined Mondelez International to architect data strategy across 40+ markets. Scaled analytics adoption 8x, from 2,000 to 16,000 monthly users, while managing a $20M+ budget and 120+ people.
Published the 4 Productivity Vectors
A framework built on Efficiency, Effectiveness, Ownership, and Wellbeing. Sixteen concrete elements, diagnosed before anything gets prescribed. See the full methodology.
Fractional Chief Productivity Officer
Left the corporate track to run this practice full-time. Same diagnostic rigor, now applied entirely to helping teams work better.
Let's find out what your team is capable of.
Book a free 30-minute diagnostic. No slides, just an honest read on where you stand and whether this is the right fit.