I turn ideas into digital systems that move forward and grow.

Before marketing, science

I was born in Elche with an unusual curiosity about how things work. I studied Environmental Sciences (not to work in the field, but because I wanted to understand the relationships between living beings and their environment). I ended up doing an internship in the Chemistry lab at IRTA (Catalonia), doing real research.

That analytical mindset, observing before acting and measuring before concluding, is what I bring to every digital project today. Even if the data is of a different kind now.

It all started with a blog. And then with a trade.

At 16 I created Rincón del Músculo because I was passionate about sport. No plan, no budget. It worked, and one became several (Rincón de la Tecnología, Diario del Cineasta), with teams of up to 40 people and brands such as Samsung and Xiaomi.

In 2013 I set up Esfera Textual to bring together the management of three of those outlets: Rincón del Músculo, Rincón de la Tecnología and Actualidad & Moda. The idea was to share tasks across projects and save time. Spoiler: it wouldn't stay that way for long.

A year later, in June 2014, I met Anthias. Whenever I think back to that summer I can't help smiling. With that diving centre in Santa Pola I made a trade I still remember fondly (a diving course and unlimited diving all summer in exchange for building their website), and they were the ones who introduced me to my first real client. I still remember walking into that café in San Juan Playa, super nervous, at 18, to close a €2,500 quote. That was the day Esfera Textual became an agency.

A few years later clients started coming from across Europe, and soon after from all over the world. Organic honey in Switzerland, marine conservation with New Heaven Reef Conservation in Thailand, and of course Innoceana. Esfera Textual had gone international.

Koh Tao changed something in me

In 2017 I moved to Koh Tao, a small island in the Gulf of Thailand. Not the tourist side, but the other part (the one that isn't in the guidebooks). I lived immersed in the local culture, learned to cook Pad Thai and chicken fried rice, and worked with marine conservation organisations such as Conservation Diver and Innoceana.

That experience completely changed my perspective. I used to think success meant growing fast. Afterwards I understood that what matters is building well, with judgment and with the right people. Thailand taught me that without even trying.

A huge leap at the worst possible moment

When COVID hit, I was offered a place at the Escuela de Nuevos Negocios de Miquel Baixas. I started working remotely, and soon after I was offered the chance to move up to Andorra. Changing country, context and way of working: I wasn't entirely sure. But it worked.

Then came Andornet, where I fully settled in Andorra. This is where I built the family I have today.

Four years learning to navigate the corporate world

When the opportunity came up to join MoraBanc (one of Andorra's most important banks), I took another leap without a safety net. I had never worked in banking. I learned fast, as always.

But what I learned there goes beyond digital marketing or product management. I learned to operate in complex corporate environments: when to stand firm and when not to, how to report to senior management clearly and without noise, how to move through layered processes without losing focus. Four years in which any problem that came up (technical, organisational or human) had to be solved, period.

That ability to operate in highly complex environments without losing strategic perspective is probably one of the most valuable things I take with me.

Sport, mountains, adventure and the camera

For more than 10 years I practised MMA. I competed in rowing at national level. And I haven't stopped since: hiking, freeride snowboarding in the mountains of Andorra, motorcycle trips and, more recently, sailing, which has taught me that there are situations where you can't control the wind, only learn to sail with it. A lesson I apply out of the water too.

I'm also passionate about photography, especially landscape and night photography. I often combine trips to remote places with my camera. And I have a real connection with nature that goes back a long way (to those lab years, to Thailand and to the mountains of Andorra).