Professional Career

From 1994 to 1997, he served as Marketing Director for Lacoste, based in Buenos Aires.
From 1998 to 2002 he was Marketing Director at Aeropuertos Argentina 2000, in charge of marketing and business development of the 35 largest airports in the country.
In October 2002 he started working as a partner and Managing Director of Cato Partners Spain and in 2006 assumed responsibility for Cato Partners Europe. Since 2010 he is in charge of Europe and Latin America, leading projects in more 25 countries.

Academic Life

Director of the “Brandoffon Master” at Esden Business School, for Spain, Colombia and Mexico.
Executive MBA professor at IE Business School. Academic Excellence Award at IE, Executive Education. “Branding Giant”.
Chair of the III International Module “Andy Stalman” at Universidad Piloto of Colombia. He is a professor at CESA, Colombia and guest professor at the Postgraduate School at Piura University in Perú.

Guest professor in Graduate Schools on both sides of the Atlantic.


Best selling author of “BRANDOFFON: The future of Branding ”, that has been on the Amazon most sold book list for more than 95 weeks.
His blog has been awarded as the Best Marketing Blog in Spain for 2015 in the category “Top Blogs Marketing Annual Award”; and has received over a million visits.
Active member of the boards of directors of the Spanish Association of Shopping Centers (AECC). Chosen Member of the Jury at the Cannes Lions Awards 2015. He has written more than 150 articles about Branding, Comunication, Design & Marketing for several countries and media outlets.
He gives lectures in Spain and other countries in Europe, Asia, US and Latin America. Co-author of the books “Colors of knowledge. A polychromatic view of human wisdom” (2013), “Barcelona: Football Capital of the World“ (2012) and “Vicente del Bosque: The Complete Spanish Leader” (2012). In 2016 he will publish, also with Editorial Planeta, his second book “HUMANOFFON”.