Professor of Business Administration
Visiting Professor ESADE and m+f=! co-founder
“Each morning, when I switch my computer on, I am extremely pleased that my job can help improve the quality of people’s lives in certain moments, for example, when purchasing”.
This is how I live my passion of inspiring managers with Brain-pleasing Marketing methods, which includes cognitive neuroscience, psychology, sociology, digitisation, and semiotics.
This allows me to shape brands, products and customer experiences that please the brain.
I am a hybrid person, as I like to link two worlds: the academic rigour, and the business practice.
Visiting Professor at ESADE business school, SDA Bocconi (Italy), St. Gallen University (Switzerland), Skolkovo School of Business (Russia). And Lecturer at the Univ. of Vienna, Univ. of Edinburgh, SMU (Singapore), among others.
I hold a BBA and MBA from ESADE Business school. I have completed my studies at the University of Stirling (UK) with an MBA in retailing, and I’ve studied active learning methods at Harvard BS (USA).
I began my career as a consultant in 1976, and after 10 years of experience I accepted an invitation to join the business faculty at ESADE where I am currently a Visiting Professor lecturing ‘Next practices with brain-pleasing marketing’ courses.
During my time at ESADE, I have launched and led the Commercialisation and Retailing Department, been Director of the Marketing Management Department (2003-2005) and Co-Director of the EMMS (Executive Master in Marketing & Sales, 2007-2014).
In all of them the participants’ satisfaction has been extremely high.
I participated in the Future Trends Forum and I was a member of the Scientific Committee for the Channel and Retail Academy (CRA Bocconi).
In 2013, I was appointed as a Retail innovation Expert by the European Commission.
Co-founder at MF marketing catalysts (m+f=!). With my small great team we have served Game Changers in +30 countries applying Brain-pleasing Marketing as an innovation enabler. Among them: IKEA, Coca-Cola, Zara, Olympic Committee, Unilever, Pepsico, Migros, Orange, Audi, Sentosa Island (Sing.), Mercadona, Calvin Klein, Asics, Sonae, Roche, Abbvie, Biogen, ABB, La Caixa, Roca, Tata (India), Campofrio, Nestlé, Mattel, etc.
I release articles, blog posts and book chapters frequently, like the chapter “Branding in retail” released in the book “The future of branding” (2015, SAGE edit).
I am fluent in Spanish, English, French and Catalan. I can work in Italian, and basic Portuguese, so the audience can put questions in these languages.