My Story
My Story
My story begins not in a boardroom, but on the coast of Tenerife. Together with my family, I co-founded Tenerife Windsurf Solution — a venture that offered premium windsurfing experiences to international clients. It was there, in building partnerships with leading equipment brands and curating moments on the water, that I learned what it means to balance vision with execution, and lifestyle with business. It became a foundation: a lesson in craft, service, and the power of experience.
From that beginning, I moved into global brand leadership. Over the past seven years, I have stewarded portfolios worth over €1 billion, revitalised heritage names, and built innovations across EMEA and global markets. At Unilever, I’ve worked with brands that touch daily life yet carry cultural weight.
As Global Brand Marketing Manager for Hellmann’s, I helped elevate a familiar icon into a premium global platform rooted in provenance, sustainability, and health — expanding an innovation pipeline from €150 million to €500 million across 35+ markets. At Calvé, I redefined the brand’s purpose and unified fragmented campaigns into one voice. As Portfolio Strategy Lead for Sauces in EMEA, I reduced SKU complexity by 41% while strengthening profitability and opened new growth in e-commerce and plant-based platforms. At Knorr, I introduced the first plant-based bouillon with IKEA, embedding sustainability into the everyday.
Alongside practice, there has been study. A BSc in Business & Economics in Ljubljana built the foundation, followed by an MSc in Marketing Management at the University of Groningen, which sharpened my strategic lens. Later, I sought formation at the intersection of luxury and creativity — through Bocconi’s executive program in Management of Fashion & Luxury and D&AD’s Foundations of Creativity. Each step has been about refinement: approaching brand building as a discipline of craft.
What shapes how I work, though, are not just experiences but patterns. Independent frameworks like CliftonStrengths®and 16Personalities® have helped name them. They describe a Visionary drive (ENTJ – The Commander) — the instinct to see ahead and mobilise towards it. They highlight a way of finding clarity in complexity (Strategic, Ideation), of giving ideas presence (Command, Communication), and of carrying them through to execution (Achiever, Focus). They recognise the importance of connection (Relator, Woo) and of never standing still (Learner, Futuristic). These are not traits I claim, but ways of working that have been tested and observed.
Beyond the professional, I find balance in practices that keep me close to craft. Painting allows me to translate thought into texture and colour. Cycling and hiking are rituals of endurance and clarity. Music and poetry are alternate canvases for storytelling. These are not diversions but practices — ways of staying grounded, curious, and open to the world.
This is my story: from a family venture by the ocean, to global portfolios, to the ongoing pursuit of strategy and craft. Not a résumé, but a journey — one still being written.
Want to write the next chapter together?