COMMERCIAL ADVISORY · MADRID & INTERNATIONAL
Turn commercial ambition into market growth
I advise sporting goods, textile and lifestyle businesses on how to grow across markets, channels and partnerships.
Whether you are preparing to enter new territories, refining your go-to-market approach or scaling a new product or business, I bring senior commercial experience and practical support.
25+ years building brands and markets
Commercial leadership across sporting goods, performance textiles and lifestyle businesses, including adidas, Under Armour, Spinnova and NORDShield.
Based in Madrid. Working with teams and partners across EMEA, North America and Latin America.
How I can help
Focused, practical support across the commercial decisions that move your business forward.
Commercial strategy and growth
Clarify growth priorities, identify opportunities and shape a commercial plan around your business goals.
Market expansion and distribution
Assess target markets, develop distribution strategies and support partner selection, onboarding and performance.
Go-to-market planning
Align product, brand, sales and channel plans so launches are positioned for effective market entry and adoption.
Brand and business development
Strengthen positioning, develop new business opportunities and build strategic partnerships that support growth.
Licensing and commercialization
Explore licensing and partnership models that help bring products, technologies and capabilities to market.
Commercial operating models
Improve the policies, processes and cross-functional ways of working that support consistent execution across markets.
Experience that informs the advice
My experience includes leading international commercial teams at adidas, Under Armour, Spinnova and NORDShield. I have worked across wholesale, retail, franchise, distributor and direct-to-consumer channels, and across EMEA, North America and Latin America.
I have supported international distributor growth, helped expand a Latin American franchise model to more than 200 stores generating €100 million in net sales, and worked on licensing and brand partnerships for emerging textile technology. At Spinnova, capsule collections with adidas, H&M Group, Marimekko and Bestseller helped bring the technology to international markets.
A practical, collaborative approach
Every engagement starts with your goals and current challenges. I work with leadership teams to define the opportunity, agree priorities and shape a clear path to execution. Support can focus on a specific commercial challenge or continue as ongoing advisory work.