Strategy with vision. Execution with impact.

I've spent more than fourteen years turning strategy into measurable results, and I've always done it from inside day-to-day operations, not from outside looking at a report.

I started out managing country and product at Decathlon España, where I ran a P&L of up to 40 million euros and led store openings across the country. Later, at Deporvillage and Base Detall Sport, I took charge of central purchasing and designed from scratch the ERP that had to coordinate the entire store network.

In recent years I've taken it a step further: as Executive Director of an industrial textile factory, I led its complete digital transformation — new protocols, PDA technology on the shop floor, a data-driven management system — with a direct result: 70% fewer quality incidents and 65% higher warehouse productivity. At the same time, I led its internationalization strategy: a website in four languages, presence at international trade fairs, and the opening of new markets across Europe, including managing the grants that made it possible.

Today, with Punt de Gir, I put all this operational experience at the service of other companies. I embed myself in the organization to define the roadmap, manage the funding behind it, and execute it alongside the team, hand in hand — not with a binder nobody opens again.