Born in Spanish Morocco, he studied in Spain and the UK, graduating in Economics and Statistics from the University of Salford, Manchester.
Interested from the outset in the world of Marketing and Advertising, he joined the DELVICO advertising agency, where he remained for 23 years. He handled clients in every sector: Consumer Goods, Distribution, Services and Automotive. After 10 years, he took over the functions of Managing Director of the Madrid office, and became CEO 4 years later. In 1993, he led the merger between two of the group’s agencies: BSB and DELVICO BATES. In 1999 he joined S.C.P.F as Partner and CEO.
In 2004, he joined BPM Executive Search as a Managing Partner.