I’m a marketing leader specialized in Higher Education and EdTech.
From startups to top universities, I build and scale marketing engines that drive enrollment, revenue and brand equity.
With a strategic mindset and full-funnel execution, I help learning institutions turn ambition into measurable growth — across markets, channels and teams.
My educational journey at EDEM: Escuela de Empresarios instilled in me a blend of entrepreneurial spirit and business acumen, which I leverage in my professional endeavors.
Multilingual and culturally adept, I navigate international markets with ease, bringing a global perspective to local strategies.
As Director of Marketing at ESIC University, my role is to spearhead our marketing strategy, aligning it with the institution’s vision for higher education in marketing, business, and technology.
Our team’s focus on driving brand positioning, demand generation, and robust KPI analysis has been instrumental in optimizing our marketing, enrollment, creative and brand efforts.
Founded in 1965, ESIC University is a higher education institution specializing in marketing, business and technology.
+15,000 students studied a program with us last year across our 12 campuses in Spain, Colombia and Brazil.
As Director of Marketing at ESIC University, I lead the design and execution of our global marketing strategy, aligning every initiative with the institution’s business goals and academic mission. My role is to build a 360º vision that connects brand positioning, demand generation and performance optimization—always with a sharp focus on student acquisition and institutional growth.
I manage the annual marketing and sales budget, ensuring that every investment drives visibility, engagement and sustainable ROI across our programs. I work closely with in-house teams (creative, performance, content) and external agencies to ensure our campaigns resonate in an increasingly competitive higher education landscape.
I oversee the entire marketing funnel, including paid media, content, SEO, email marketing, design, CRO, CRM, events and strategic partnerships. I’m also responsible for KPI analysis, transforming data into agile decisions that improve conversion rates and campaign performance.
In collaboration with the Business Development Director, I help shape pricing and promotional strategies. I also stay ahead of market trends and competitor activity to identify growth opportunities and design high-impact initiatives.
Ultimately, my mission is to position ESIC University as a leader in marketing, business and technology education—and to ensure that our value proposition speaks powerfully to new generations through relevant, measurable and creative marketing strategies.
Oct 2023 – Sep 2024
As CMO at TALENT, Spain’s leading hospitality business school, I led the transformation of our marketing and communications strategy, aligning brand positioning and demand generation with the institution’s growth goals.
From rebranding the company to launching new products and scaling acquisition campaigns, I worked across the full marketing funnel, combining strategic leadership, data-driven execution and a deep understanding of the education market.
This role sharpened my ability to design scalable systems for visibility, enrollment and revenue, always with a strong focus on market trends, brand narrative and performance.
TALENT helps hospitality entrepreneurs increase profit and scalability on their businesses, through its mentoring programs featuring the most successful founders, CEO’s and executives in the industry.
As Chief Marketing Officer at TALENT, Spain’s leading hospitality business school, I led a full transformation of the institution’s marketing and communications strategy—aligning brand positioning, growth goals and market differentiation into a unified and scalable system.
My role spanned the full funnel: from rebranding the company and defining its narrative, to launching new programs and building high-converting acquisition campaigns. I oversaw both internal teams (paid media, content, design, events, copywriting, CRM, social media) and external partners, ensuring consistency, creativity and performance across every touchpoint.
One of my key focuses was building a data-informed strategy that could adapt to market trends while driving long-term brand value. I worked closely with the Head of Product to design go-to-market strategies and with the Head of Sales to align pricing, promotion and positioning—always with enrollment and revenue in mind.
I was also responsible for recruiting and leading the marketing team, fostering a collaborative and agile culture where performance metrics, creativity and storytelling worked hand in hand.
Ultimately, my mission at TALENT was to scale a high-impact education brand that empowered entrepreneurs in the hospitality space—and to build the marketing systems that would support the institution’s next stage of growth.
Feb 2022 – Jan 2024
I led the creation of a multimedia interview series that became a branded content project with its own team of 8 people, structure and loyal audience.
Through 59 episodes featuring top leaders from business, politics, sports and the arts, we turned storytelling into a strategic tool to inspire, educate and engage.
This experience deepened my expertise in content strategy, creative leadership and high-impact communication. These are skills I now bring to the higher education and EdTech spaces to connect with new generations through authentic narratives.
I managed the internal marketing & communications team (social media, design, paid media, copywriting, creatives, sponsors, production, post-production, photography, content creation) and external (agencies, freelancers).
Feb 2020 – Jan 2024
I founded and led Magistral, an EdTech startup that helped over 20,000 students and 200 companies across Spain and Latin America to boost their soft skills through microlearning, bootcamps and digital programs.
From raising €750k in funding to building a multidisciplinary team of 12 professionals, I drove every aspect of the business: from product strategy to marketing, communications and partnerships.
This entrepreneurial journey gave me a 360º view of how to innovate in the education space and scale learning experiences that are both relevant and measurable.
Magistral (Magistral.com) was an EdTech startup that helped skyrocket your soft skills (such as leadership, team management, storytelling, persuasion, productivity, emotional intelligence, negotiation, resilience, stress & anxiety management or public speaking).
Many thanks to the clients, employees, partners, collaborators, suppliers, incubators and investors who have supported us on this thrilling adventure. It’s been a ride!
Mar 2018 – Feb 2020
At Fourvenues, a SaaS company for event and venue management, I supported the CEO, marketing and growth teams during a pivotal moment of the company’s early-stage development.
I contributed to digital marketing campaigns, product launches and customer research, learning first-hand how tech startups operate.
This experience gave me an early understanding of B2B marketing, client segmentation and the fast pace of innovation in a high-growth environment.
Fourvenues is the all-in-one event management solution, with clients such as Pacha Ibiza, Teatro Barceló, Opium, Sonora, Starlite, Cova Santa, AIR Amsterdam or Marina Beach Club.
From the Fourvenues App, you can access all the information you need: including sales, guest lists, VIP areas and interactive maps, PR teams, keeping a real-time report of your venue, improved communication with your audience thanks to our CRM, managing teams and promoters, and controlling the accounting of all of your businesses.
Jan 2017 – Mar 2018
During my time at Appear, a mobile app focused on leisure events, I collaborated with the marketing and sales team. I helped execute communication strategies to grow our user base and promote local events, supporting initiatives that led to the app becoming one of the most downloaded in Spain.
This was my first hands-on exposure to the startup world, where I developed my curiosity for growth, creativity and user engagement.
Appear was a mobile app where you could find the best leisure events in your city at exclusive prices, before pivoting to Fourvenues (see experience above).
We helped event promoters and business managers to communicate with their audience and attract new customers to their venues. We counted with more than 65.000 users and helped businesses in more than 5.000 leisure events.
2 times top national trending app in the App Store in Spain. We eventually pivoted the business model to Fourvenues, a B2B SaaS focused on building the best vertical software the industry had ever experienced, now with clients such as Pacha Ibiza, Teatro Barceló, Opium, Sonora, Starlite, Cova Santa, AIR Amsterdam or Marina Beach Club.