How it started

It was a time when social media and ecommerce were exploding and Marketing was starting to orbit around them, so I thought it was a good opportunity to start a blog and explain how Marketing, and the whole world, was changing. Back then I was doing my Master's degree in Australia, surrounded by classmates from every continent and teachers who were opening our eyes to this new era. That was more than enough inspiration to start writing and enjoy the journey.

More than a decade later, AI is here, pushing not only Marketing but every corner of the organisation towards new boundaries, and I'm here to play with it.

An international career

It's been a long time since I started my career in Marketing. I was born in Spain, but I've always had a preference for international experiences (I studied in the US and Australia), and I've worked in multinational companies like Coca-Cola, Colgate-Palmolive, Euromaster and the British Council.

  • Coca-Cola
  • Colgate-Palmolive
  • Euromaster Michelin Group
  • British Council

An intrapreneur at heart

You might think my work was very 'corporate', but the truth is that I've always worked as an 'intrapreneur', almost like in a start-up. At Coca-Cola, it was my line manager and me trying new products and doing market research in the mixers category for cocktails, right when we were relaunching the tonic water Nordic Mist (now Royal Bliss).

Then, at Euromaster (Michelin Group), I was commissioned to launch and manage the ecommerce platform. That meant creating an e-shop in an old-fashioned retail industry like vehicle repair shops. It was such an awesome experience: training the shops to manage orders, working with Marketing, Operations and Procurement to add new services to the platform in a way that people could choose them without being experts in car maintenance, and working with the European ecommerce squad to improve the platform and increase conversion rates.

The British Council

Then the British Council called me. I loved the project: creating the Marketing Department for the Teaching Centres in Spain. The British Council is the UK's cultural organisation and a charity, so the mix of not-for-profit activities in arts and culture, plus the courses and exams we had to grow to raise funds, was pretty attractive. Spain was the British Council's biggest market, so the responsibility was huge.

After 8 years growing the Marketing Department in Spain, I moved to English for Corporates at a global level. The mission was similar to the one in Spain, but covering more than 20 markets and coordinating a team spread across several key markets.

  • 2011Marketismo is born
  • 8 yearsBuilding Marketing in Spain
  • 20+Markets, English for Corporates

What's next

Now it's time to move on and explore what AI can do for organisations, especially in the form of agents that automate processes so humans can spend more time thinking and creating. I'll combine AI with my passion for cars, watches and music, looking for inspiration in those hobbies and experimenting with applying AI to them.

So that's Marketismo now: a place where I'll post different AI experiments, because it's the new playground. It's amazing how anyone with a bit of curiosity can create digital assets, apps and automations without partnering with programmers or agencies. The only limits are your imagination and your token counter!

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