Graduate in Geology by Universidad Complutense de Madrid.
25 years of experience in advertising, working as a Strategyc Planner at Casadevall Pedreño PRG, some years later at Vitruvio-Leo Burnett, where he was a partner and a member of the steering committee, and finally EVP at Grey Madrid for ten years.
During his professional life he has worked on brand strategies for, El País (newspaper), Loewe (fine fragrance), Gas Natural (Energy), Tesoro Público (Institutional), La Razón (Newspaper), Leroy Merlin (DIY), Indra (Technology), Ayuntamiento de Madrid (Institutional), 3M (FMCG), Cadena Ser (Radio station), Universidad Europea de Madrid (International private university), Marqués de Riscal (Winery), Albal (FMCG), Frenadol (OTC remedies), Binaca (Personal care), y Pascual (Dairy products) among others.
By January 2010, he joined Villafañe&Asociados as a partner and Managing Director running the operations both in Spain and Latam. Recently he has been appointed CEO of the company.
He has developed lectures and lessons in several universities and Business Schools in Spain and Latam, as well as many speeches in corporate, professional and educational forums in many countries. He has also developed research works about Brand Planning and Commercial Reputation.