Entrepreneur with more than 20 years of experience, specialised in the launch of new companies, the development of new products and commercial strategies. He began his career at Procter & Gamble and, currently, is the founder and CEO of PS21. He has been a member of the jury at creative festivals such as the New York Festival, El Ojo de Iberoamérica, the Adstars Korea festival and Eurobest.
Among the most outstanding projects are the launch of the Fiat500 in more than 5 countries, the launch of Tuenti Mobile, the repositioning of brands such as: Lidl, Seguros Pelayo, Yoigo, Openbank and Cashconverters. Also the rebirth of Alfa Romeo in Europe, among others. He has a degree in Business Administration from Oxford, an AMP from IESE. He has studied at universities such as Singularity University, IE through Stanford, London Business School or Harvard.
A founding member of Club Matador since 2014, he also works as a mentor in one of the ESADE Business & Law School programmes, is a member of the Executive Committee of AEACP and a member of the Creative Club.
Her entire professional career has been spent in creative companies and 20 years later, she continues with the same passion for creativity and the power to change things.
Throughout her professional career she had worked for all industries (great consumption, banking, automotive, telcos, entertainment, start ups…) and she moved from multinational companies (Proximity / BBDO) to independents (The Laboratory) where she definitely found her place. She has extensive experience in brand management and project implementation, from the negotiation phase to implementation one, leading multidisciplinary teams.
In 2014, she joined Dommo as Head of Growth and in October 2018, when Dommo became PS21 under the premise of "focus on creativity and transforming companies", she was appointed as leader for business development. She is currently Managing Director at PS21, leading a team of over 100 people, focused on making the company grow and increasing its efficiency and profitability.
A graduate of the Universidad Complutense, and committed to creativity, she has trained at the Berlin School of Creative Leadership and has led projects that have won awards at the Cannes Lions Festival, El Sol, The Creative Club and the Effectiveness Awards.
Ana has more than 18 years of experience in the world of communication and public relations and has created and implemented multiple national and international strategies for spirits such as Seagram's Gin, Campari, Ron Santa Teresa, The London Nº1, Nordés or Flor de Caña, mass-market brands such as Kellogg's or Flex, some of the main players in the tourism sector such as Room Mate Group, Qatar Airways or Villa Magna, institutions such as Loterías y Apuestas del Estado or Correos, and real estate companies such as BNP Paribas Real Estate or Knight Frank.
Graduated from Universidad Complutense de Madrid, Sergio began his career in the marketing team of Banco Santander, and later joined the strategy department of Leo Burnett.
In 2013, he arrived at Dommo, reinforcing the unwavering commitment to strategy by developing brand platforms for global and local companies. In addition, he led the trend consultancy project NowTrends, has been working as a trend spotter for TrendWatching since 2014 and co-founded Randm, a creative production company.
Currently, after acomplished his training at the Berlin School of Creative Leadership and being part of the transformation of Dommo into PS21, he leads the strategy department, where he uses his experience with global and local companies such as KFC, Google, Diageo, Openbank, Adecco, Lidl, Yoigo, Evo, or Schweppes Suntory among others to create strong and culturally relevant brands.
At the same time, he gives lessons and conferences on strategy and innovation at schools and universities such as TAG, UC3M or UFV.
His work has been recognised at national and international festivals such as the Effectiveness Awards, Cannes Lions, Eurobest, WARC Awards, Epica or the Sol.
15 years evolving hand in hand with technology, design and creativity. Throughout his career he has developed projects of innovation, experience, product/service design and communication for companies such as Google, NIKE, Movistar, L'Orèal, BBVA, Mahou - San Miguel, Televisa, DIAGEO, Tequila José Cuervo, AMEX, SAP, Deutsche Bank, Domino's Pizza or KFC.
He is currently Director of Innovation at PS21, but has previously developed projects in other companies such as Social Noise, Google, TRAMUNTANA, Circus LA, Mirum, Foo, Flock or ACMcGarry Bowen in Spain and Europe, US and LATAM.
His work has been awarded in creative and marketing festivals such as Cannes, Eurobest, Ojo de Iberoamérica, NY Advertising Festival, WARC Awards, Best Awards, EPICA, The Drum, El Sol, FIAP, EFFIE Mexico, Eficacia, IAB Inspirational, One Show,.
At the same time he is a professor and speaker in schools and events such as Miami Ad School, INESDI, Universidad de la Comunicación, IED, INESDI, TAG, Neoland, Digital Invaders, CParty or Academia Mexicana de Creatividad... focused on the impact of cultural, business and technological trends on the vision, business, products and communication of companies.
Graduated from Universidad Politécnica and MBA from ESIC Business & Marketing School, Paula developed her first years of experience in the digital and technological headhunting sector, managing both business development and talent recruitment. At the end of 2018 she entered the CRO world to manage the client portfolio of the Spanish, Italian, Portuguese and Latin American markets for a French SaaS solution.
In 2020 she spends eight months in Southeast Asia training and working on marketing projects until July when she joins PS21 first as Hiring, in charge of talent selection and, recently, assuming the role of Growth, focused on New Business and Client Development.