Strategic Advisor on Place Branding & Transformation
Helping places understand their identity, manage their reputation and shape their future.
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.
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.
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.
See complete profile and experience by clicking below
Places I have worked
I have worked across Europe, the Americas, Asia, the Middle East and North Africa, supporting places at different stages of development and transformation, including
Western Europe
- Andorra
- Belgium
- France
- Greece
- Italy
- Portugal
- Spain
- United Kingdom
Central and Eastern Europe
- Belarus
- Bulgaria
- Czech Republic
- Georgia
- Hungary
- The Russian Federation
- Slovakia
- Ukraine
United States of America (USA)
LatinAmerica
- Argentina
- Bolivia
- Colombia
- Honduras
- México
Northern Africa
- Morocco
- Algeria
- Turkey
Middle East
- Kingdom of Saudi Arabia (KSA)
- Qatar
- United Arab Emirates (UAE)
East and South East Asia
- China
- Vietnam
References
Some of the organizations I have worked for and collaborated with
| Abadia de Montserrat | Ente de Turismo de Buenos Aires | L'Hospitalet City Council. Barcelona | Santa Maria della Scala. Siena | UNWTO |
|---|---|---|---|---|
| Barcelona City Council | EU DG Growth / ETC | Moscow Urban Forum | Saudi Commission for Tourism and Antiquities (SCTA) | ESADE |
| Barcelona Global Association | Eurocities | Municipalidad Metropolitana de Lima | Siena ECOC Bid 2019 | Anren. Sichuan Province. China |
| ACCIÓ - Generalitat de Catalunya | EuroPCom, Committee for the Regions EU | Novosibirsk regional Government | The Sakha Republic Government. Yakutia | Invest in Greece. Athens |
| Andorra Global Business | Georgia national Tourism Administration (GNTA) | Barcelona Strategic Metropolitan Plan (PEMB) | Travel Trade Athens | Toposophy |
| Aspen Institute Prague | Global Cities | Petushki. Vladimir Oblast | UFA City Government | Postobón |
| Interamerican Development Bank (IDB) | Global Cultural Districts Network (GCDN) | Poblenou Urban District | Universitat de Barcelona (UB) | Telefonica Group |
| Best Place Institute | Gobierno de Honduras | Porto Business School | Universitat Autonoma de Barcelona (UAB) | Africa Place Marketing |
| BOP Consulting | IBEI, Barcelona | Porto City Council | UIMP, Barcelona. Centre Ernest Lluch | Expo City Dubai |
| CECOT | Institut de Cultura de Barcelona (ICUB) | Reig Capital Group | Universidad de Cantabria | Consell Insular d'Eivissa |
| Cámara Industrial Argentina de la Indumentaria | Institute for the Creative Economy . Kosice | Renewal SA (Government of South Australia) | Universidad Pompeu Fabra (UPF) | |
| Charleston Trust | IPR Praha | Russian State Academy for State at the Russian President | Universitat de Vic (UVIC) | |
| Comune di Siena | Kirovograd Regional Government | Sabino Arana Fundazioa | UNDP | |
| Conseil Régional du Turisme de Marrakech | Manual Thinking | Saint Petersburg Economic Forum | Vietnam Tourism | |
| Diputació de Barcelona | Mattera Hub | Saransk Hospitality Forum | Visit Kosice | |
| ECORYS Polska | MLA + | SATIO. Minsk | World Communication Forum Davos |
Speaking
I actively participate in different international events and forums as speaker or moderator.
Signature Keynotes:
- Beyond Place Branding
Promotion and branding no longer stand on their own. Shaping the future of a place requires a broader understanding of identity, reputation, governance and transformation — and of how these dimensions come together in practice.
- Managing Success
What happens when some of the world's most desired places see their greatest challenge shift from attracting attention to managing the consequences of having it? A look at how successful destinations are confronting exactly that question.
Main areas of work and expertise
- Place Branding & Reputation
- Destination Strategy
- Strategic Advisory
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- Place Transformation
- Culture & Creativity
- Stakeholder Engagement & Alignment
Contact
Please get in touch with me