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I help companies execute campaigns at scale across multiple markets — ensuring consistency, quality, and on-time delivery. I also design high-impact corporate presentations and train teams to build operational autonomy.
15+ years leading campaign execution and visual merchandising in international retail. As Global VM Manager at Pronovias Group (2018–2024), I managed end-to-end campaign deployment across ~100 stores in 30+ countries, coordinating cross-functional teams (marketing, retail, commercial, IT, logistics). I built the execution model from scratch: global SOPs, toolkits by format/market, compliance tracking via JIRA, and QA systems to ensure brand consistency at every touchpoint.
Previously at Yamamay (2009–2016), I coordinated VM and campaigns across ~50 stores in Spain as the bridge between Italian HQ and local teams. Managed 13 store openings and implemented QA workflows.
What I can do for you:
→ Campaign Execution & Multi-Market Coordination
End-to-end rollout management: planning, briefing, production, QA, deployment, and post-launch review across 30+ markets.
→ Corporate Presentations & Pitch Decks
Strategy decks, campaign presentations, quarterly reviews, and brand guidelines — combining clear narrative with professional visual design (Fine Arts degree, Design specialization).
→ Training & Workshops
Corporate training with real pedagogical methodology (Master's in Education). Train-the-trainer programmes, onboarding, VM workshops, and process training. Built international training plans that saved ~80% in costs over 3 years.
→ SOPs, Toolkits & Operational Documentation
Global manuals, execution guidelines, and brand governance documents.
Tools: JIRA · Excel · PowerPoint · Adobe Suite · Figma · Infor M3
Languages: Spanish & Catalan (native) · English (working proficiency)
Based in Barcelona — available remote, hybrid, or on-site. Flexible across European and American time zones.
Inglés
Competencia profesional completa
Catalán
Bilingüe o nativo
Español
Bilingüe o nativo
Acepta trabajo presencial
Barcelona (hasta 50 km)
Experiencia
- Thirteen Retail LabFounderCONSEJO & AUDITORÍAseptiembre de 2025 - Hoy (9 meses)Barcelona, EspañaFounder of 13 Retail Lab. I help premium and semi-luxury brands turn their stores into strategic channels for brand image and sales — driving consistency, visual impact, and execution quality.Services:Window displays, store concepts, campaign rollouts and implementations, in-store communication, and scalable tools (manuals, SOPs, toolkits). I also design corporate presentations (strategy decks, campaign decks, pitch decks) and deliver training programmes with real pedagogical methodology.How I work:I lead projects end-to-end and, depending on needs, coordinate a network of specialists (architecture, graphic design, production, installation) to deliver with agility and premium standards.My approach combines strategic consulting, creative direction, and operational control (quality, timelines, vendors, and budget).Available for projects in Spain and internationally — remote, hybrid, or on-site.
- Pronovias GroupGlobal Visual Merchandising Manager — LuxuryMODA & COSMÉTICAjulio de 2018 - agosto de 2024 (6 años y 1 mes)Barcelona, EspañaLed global Visual Merchandising strategy and campaign execution across approximately 100 stores in 30+ countries (owned and franchise), coordinating cross-functional teams: marketing, retail, commercial, architecture, IT, and logistics.Key achievements:→ Built the end-to-end campaign execution model from scratch: global SOPs, toolkits by format and market, JIRA-based compliance tracking, and photo-report QA systems ensuring brand consistency across every touchpoint.→ Directed international campaigns and window displays end-to-end: concept, storytelling, production, QA, and simultaneous multi-market rollout.→ Co-defined store concepts and customer experience (space planning, zoning, planograms, focal points, product hierarchy) with Architecture, Retail, and Marketing teams.→ Managed global vendors (POS materials, props, mannequins, signage, digital displays) and the VM budget, optimising investment, timelines, and quality.→ Created an international training programme (manuals, workshops, train-the-trainer) that reduced external visit dependency and saved approximately 80% in costs over 3 years.→ Drove KPI-oriented approach (sell-out, conversion, UPT, average ticket, productivity per sqm) for continuous improvement and data-based decision making.→ Led brand governance for international licenses (Vera Wang, Marchesa), ensuring integration into the brand ecosystem.
- YamamayVM Coordinator / Spain VM Lead — RetailCOMERCIO AL POR MENORabril de 2009 - junio de 2016 (7 años y 2 meses)Barcelona, EspañaCoordinated Visual Merchandising for Yamamay's Spanish network of approximately 50 stores (retail and franchise), acting as the bridge between Italian HQ and local teams.Key achievements:
- Ensured campaign implementation and Visual Identity standards across the national network, elevating consistency in both owned retail and franchise stores.
- Optimised store layouts and planograms (customer journey, circulation, adjacencies, focal points, product hierarchy).
- Coordinated 13 store openings and 4 refits with Architecture, IT, and Marketing — from blueprint to go-live.
- Implemented a QA execution system with checklists, quality control, and continuous improvement workflows.
- Trained and aligned store teams to increase in-store autonomy and operational consistency.
- Supported B2B activations (showrooms, press days) and in-store communication aligned with Trade Marketing.
- Participated in pilot installations at HQ (Italy) that became international guidelines replicated across markets.
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Formación
- Licenciatura en Bellas ArtesUniversitat de Barcelona2009
- Técnico Superior de Artes plásticas y Diseño en IlustraciónEscola Superior de Disseny i Art Llotja2005