AI adoption & business transformation
I help retail businesses and SMEs find practical uses for AI, improve everyday workflows and help their teams use it with confidence.
Discuss your project ↗
A practical place to start
Start with a specific challenge. We agree the scope, format and budget before the work begins.
For a business owner or team lead
Look at one recurring task in marketing, sales or operations and decide where AI could help.
For a team ready to practise
Work on relevant tasks using the tools your team can actually access.
My role covers business needs, use-case definition, learning and adoption. Where a pilot needs custom development or integrations, technical delivery is scoped separately with developers.
My starting point: thirteen years in footwear and e-commerce, plus 15+ workshops and AI-era leadership labs across eight organisations. See the work behind this ↘
01 / My perspective
I spent thirteen years inside a footwear business, from launching its e-commerce channel to leading marketing and running the business through crisis, sale and closure. Strategy had to survive contact with the shop floor.
That experience shapes my work today. I look at the value a business creates for its customers, the decisions and workflows behind it, and the capabilities people need to deliver it. AI opens new possibilities across all three.
My work brings practical AI applications together with learning design, communication and leadership development. People need space to understand, experiment and practise, with support that continues beyond a workshop.
02 / Ways to work together
Identify relevant use cases, explore how work happens and support practical pilots. I combine hands-on workshops, AI-assisted prototypes and collaboration with developers where implementation needs technical expertise.
I help businesses define the role they want to play in their customers’ lives, grounded in what people value, the context in which they choose and what the business can credibly deliver. That becomes a strategic compass for positioning, the value proposition and decisions about where to compete.
Then I work through what that direction asks of the business: the offer, the customer journey, and the culture and operations behind it. From a first impression to an after-sales conversation, every interaction should make the same promise tangible. The aim is a business people have a clear reason to choose, with the internal coherence to earn that choice again.
Design and facilitate experiences around real challenges: communication, feedback, coaching and leading change. Use AI-supported practice to help learning continue after the session.
03 / Selected work
AI adoption · Healthcare
I defined the use case and adoption approach for a CRM-connected Claude assistant delivered with a developer through Telegram. I ran the four-workshop programme around it, connecting the tool to the team’s day-to-day work.
My role: use-case definition, developer collaboration and adoption support.
Strategic marketing · Footwear
Across thirteen years with VIALIS & ARO, I launched e-commerce, led marketing and worked across stores and international distribution. The e-commerce channel grew to over 40% of company revenue. I later ran the business as Business Manager (de facto) through sale and closure.
My role: marketing leadership, customer experience and business management.
Visit ARO Shoes ↗Current brand website · My work with the company: 2011–2024.
Learning design · Leadership
I created The Feedback Room, an AI-assisted application for rehearsing difficult conversations with follow-up beyond the workshop. Across my practice, I have delivered 15+ workshops and AI-era leadership labs across eight organisations.
My role: learning design, facilitation and AI-assisted product creation.
Talks & conversations
04 / Background
Executive MBA at ESADE, postgraduate study in AI and Machine Learning at the University of Texas at Austin, and a foundation in business economics. My further learning includes strategic marketing.
Deusto Salud · Completed 2026
Training in coaching relationships, emotional regulation and leadership, facilitating change and learning, and programme design and follow-up. I draw on this foundation to design learning experiences and support people through change, including the adoption of AI.
I co-founded AYAM, a practice connecting AI and leadership development. Some of the work above was delivered through AYAM. I now also work independently.
Explore Lead with AYAM ↗English, Spanish and Catalan.
Open to freelance collaborations and in-house roles.
Let’s talk
Tell me which task or workflow you want to improve, who is involved and which tools you use. We can start by discussing a workflow review or practical team training.
Discuss your project ↗Find me on LinkedIn ↗Work with me on Malt ↗