I help industrial companies make better commercial, operational, and technology decisions. Over 25 years in automation across automotive, food & beverage, medical, aerospace, and machinery, I’ve led full P&L and scaled organizations: CEO of SMC España (400 employees; >150 sales engineers; >$120M revenue) and Director at SMC Europe. Earlier roles span sales, marketing, sales management, and 8 years in HR. While managing the business, we delivered 4× growth in 12 years.
Where I create impact
• Commercial strategy & growth: Go to market redesign, OEM/Key Account playbooks, channel strategy, distributor/partner programs, multinational sales organization design, sales enablement, territory coverage models, compensation plans.
• Pricing & profitability: Value based pricing, discount governance, bid/quote process, margin leakage control, product/segment profitability.
• Market entry & portfolio: Segment prioritization, product positioning, productization and configurators, competitive response.
• Operations & transformation: S&OP, field service and application engineering models, pre/post sales handoffs, PMO setup for execution with clear KPIs and 90 day wins.
• Industry 4.0 & robotics: Roadmaps, pilots to scale, cobots and EOAT, digital twins, integration with PLC/SCADA/MES, deployment economics and risk control.
• Data & AI in manufacturing: Practical use cases (quality, maintenance, demand, pricing, service), vendor selection, governance, change management.
• HR & organization: Org design, talent systems and tools, leadership development, performance and incentives linked to business outcomes.
• Transactions: Commercial due diligence and post merger integration for industrial assets.
Technical & ecosystem fluency Pneumatics, mechatronics, robotics/cobots, EOAT, electric actuators, vacuum, industrial components, factory automation, ERP and product configurators, Industry 4.0, digital twins. Deep knowledge of distribution and suppliers; experience working with or competing against players such as SMC, Festo, Parker, Emerson, Camozzi, Airtac, Aignep, RS Components, Rubix, Dexis, Siemens, Omron, Rockwell, Universal Robots, KUKA, Fanuc.
Geography & perspective Western Europe (Spain/Portugal), North America, Japan. Service on boards informs macro and cross industry decisions under uncertainty.
If you need to reset growth, improve margins, de risk automation/AI investments, or professionalize your sales organization, I am what you are looking for. I can help you with measurable targets, practical execution, and confidentiality.