AI adoption & enablement
Identify relevant use cases, explore how work happens and support practical pilots. I combine hands-on workshops, AI-assisted prototypes and collaboration with developers where implementation needs technical expertise.
AI adoption & business transformation
Make change
mean something.
I connect strategic marketing, AI adoption and human development to help businesses evolve what they offer and how their people work.
Explore my work ↘Barcelona · Working internationallyStrategy / Learning / Leadership
01 / My perspective
A promise means little
if the experience contradicts it.
I spent thirteen years inside a footwear business, from launching its e-commerce channel to leading marketing and running the business through crisis, sale and closure. Strategy had to survive contact with the shop floor.
That experience shapes my work today. I look at the value a business creates for its customers, the decisions and workflows behind it, and the capabilities people need to deliver it. AI opens new possibilities across all three.
My work brings practical AI applications together with learning design, communication and leadership development. People need space to understand, experiment and practise, with support that continues beyond a workshop.
02 / Ways to work together
From business direction
to everyday practice.
Strategic marketing & business transformation
Examine the value proposition, positioning and customer experience together. Connect commercial decisions with the ways of working that make the business deliver on its promise.
Learning & leadership development
Design and facilitate experiences around real challenges: communication, feedback, coaching and leading change. Use AI-supported practice to help learning continue after the session.
03 / Selected work
What this looks like
in practice.
AI adoption · Healthcare
Making an AI assistant useful to a sales team.
I defined the use case and adoption approach for a CRM-connected Claude assistant delivered with a developer through Telegram. I ran the four-workshop programme around it, connecting the tool to the team’s day-to-day work.
My role: use-case definition, developer collaboration and adoption support.
Strategic marketing · Footwear
Connecting the brand to the whole business.
Across thirteen years with VIALIS & ARO, I launched e-commerce, led marketing and worked across stores and international distribution. The e-commerce channel grew to over 40% of company revenue. I later ran the business as Business Manager (de facto) through sale and closure.
My role: marketing leadership, customer experience and business management.
Visit ARO Shoes ↗Current brand website · My work with the company: 2011–2024.
Learning design · Leadership
Giving people somewhere to practise.
I created The Feedback Room, an AI-assisted application for rehearsing difficult conversations with follow-up beyond the workshop. Across my practice, I have delivered 15+ workshops and AI-era leadership labs across eight organisations.
My role: learning design, facilitation and AI-assisted product creation.
04 / Background
Business experience.
Human curiosity.
Executive MBA at ESADE, postgraduate study in AI and Machine Learning at the University of Texas at Austin, and a foundation in business economics. My further learning includes strategic marketing.
Coaching, Emotional Intelligence & NLP
Deusto Salud · Completed 2026
Training in coaching relationships, emotional regulation and leadership, facilitating change and learning, and programme design and follow-up. I draw on this foundation to design learning experiences and support people through change, including the adoption of AI.
I co-founded AYAM, a practice connecting AI and leadership development. Some of the work above was delivered through AYAM. I now also work independently.
Explore Lead with AYAM ↗English, Spanish and Catalan.
Open to freelance collaborations and in-house roles.
Let’s talk
What are you
trying to change?
Tell me what is happening in your business, where you want to go and what is getting in the way.
Get in touch ↗Find me on LinkedIn ↗