PhD in Humanities from the UAO and MBA from ESADE. Specialised in Retail Strategy & Design since 1996 at national and international level. Conceptualises phygital business ideas, from strategy to staging. Some projects; Bernadí, Partyfiesta, Aïta, Mattel, Wala, Kukuxumuxu, Laboratorios Cinfa, Nutrition&Santé.