CEO of Corporate Excellence – Center for Reputation Leadership, accelerator of innovation, knowledge and training in reputation, brand, communication, sustainability and intangibles.

Doctor in Communication Sciences from the Jaume I University of Castellón; Master's Degree in new trends and innovation processes in communication; Graduate in Psychology from the Complutense University of Madrid and PDD (Management Development Program) from IESE.

He began his professional career as a Qualitative and Quantitative Market Research Technician at Alef, Strategic Planning at J. Walter Thompson and Managing Partner of Millward Brown International for Spain and Portugal until 1998, the year in which he joined Argentaria in the Analysis Unit. Strategic, in the General Directorate of the Presidency and Risk Area. In January 2000 he worked for BBVA where he joined the Global Communication and Brand Area, being responsible for various functions (brand, identity, reputation, metrics, corporate advertising, etc.). Until February 2011, he was Director of Communication Strategy for the BBVA Group, with global responsibility for the brand, reputation and metrics.

He is co-author of the book Trapped by Consumption and Corporate Reputation; He has written numerous articles in reference publications and is a collaborating professor at universities and business schools of recognized international prestige, and is also an Honorary Professor at the University of Malaga.