About

For more than four decades, I have worked with cities, regions, countries, districts and destinations around the world, helping them navigate challenges related to identity, reputation, competitiveness and transformation.

My work sits at the intersection of place strategy, economic development, tourism, culture, investment promotion and urban transformation.

Over the years, my work has increasingly moved beyond the traditional boundaries of place branding. Places are complex living systems, where identity, reputation, experience, economy, culture, quality of life, sense of place, belonging, governance and transformation are deeply interconnected.

This has led me to think increasingly about the value our work ultimately creates for a place and its people — and how that value can be more balanced, shared and sustained over time.

I advise public institutions, development agencies and destination organizations on how to build stronger identities, create more compelling narratives and develop strategies that generate long-term value for residents, visitors, businesses and investors.

Today, I increasingly work as a strategic advisor—helping leaders and organisations frame challenges correctly, make better decisions and maintain coherence across complex processes of change.

Throughout my career, I have worked across Europe, the Americas, Asia, the Middle East and North Africa, supporting places at different stages of development and transformation. From global cities and tourism destinations to emerging regions and post-industrial districts, I have learned that every place has a unique story, a distinct identity and untapped potential.

My previous roles include Brand Strategy Services Director at FutureBrand, Director of Strategy Consulting Services at Coopers & Lybrand and KPMG, member of the Barcelona'92 Olympic Organizing Committee, and trade promotion specialist at the Commercial Office of the Embassy of Spain in New York.

I am a founding member of Barcelona Global and of the International Place Branding Association (IPBA), editorial reviewer of the journal Place Branding and Public Diplomacy, and advisor to various international organizations, forums and development initiatives.

I regularly speak at international conferences, universities and executive programmes, sharing insights on place identity, reputation and transformation drawn from four decades of work with places around the world.

Current Focus - Ibiza Tourism Repositioning

Strategic advisory and coordination for Ibiza’s tourism repositioning, including tourism development and management strategy, brand repositioning, brand identity and brand architecture, product development, and alignment with related destination transformation initiatives.

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