Instructor and mentor in digital transformation programs for Latin American media, offered by organizations like GNI (Google News Initiative), Meta Journalism Project, International News Media Association (INMA), News Product Alliance, ADEPA (Asociación de entidades Periodísticas de Argentina), and the Newmark Graduate Journalism School at CUNY (City University of New York).

Professor of Product Management at Máster de Comunicación Institucional y Relaciones Públicas, offered by Universidad Carlos III de Madrid and Unidad Editorial.

I led Product Strategy, Audience Development, and Social Publishing at Vocento's sports news platform since its launch in May 2022.

Coordinator, professor at Product Design module within MDB+ (Master in Digital Business).Author of "Productos Digitales: el proceso de creación", volume #8 of a collection of books on digital transformation, published by TVDBS in 2016.

My main project in this phase at UE was to define and launch the paid content offerings of El Mundo and Expansión, which in just 2 years of operation amassed a combined portfolio of +100,000 customers. After launch, we complemented this project with a signwall, which increased monthly user registrations by 400% and logged-in sessions by 33% in El Mundo.We also deployed an anti-ad blocking solution at Marca.com, reducing the adblock rate in desktop from 35% to under 20%, which opened the opportunity of a 23% increase in desktop ad inventory. After some false starts in the CRO field, by the beginning of 2021 we achieved an average of 3 running experiments per week, bringing into production many design and UX tweaks that increased conversion and engagement. I also took steps into integrating functional QA into our product lifecycle by applying a criteria framework we dubbed “MVP Bakers”.To my existing Product responsibilities, I also took care of Audience Development, helping the SEO team to make its transition from focusing mostly on Google search to manage all sources of traffic (e.g. Facebook, Youtube, etc.). In this area, we defined an objective set of criteria to monitor and improve the impact of editorial decisions on SEO. We also succeeded in making Marca liveblogs available in live carousels on Google's SERPs, a feature that for obscure reasons was for years limited to a single competitor in Spain.On the innovation front, we implemented (with financial support from the Digital News Initiative) a project called ReT-UX (Real-Time User eXperience), a real-time, bi-directional, personalized in-web messaging service based on web sockets. We initially used the platform to let users visiting the site know in real-time when there are important news updates on the home page.

In this phase, I oversaw the Product Management, Design, and Optimization teams. Proud to have led outstanding projects such as:Continuous navigation: An "infinite loop" that also works on home pages, serving section “fronts” as the user scrolls down. Still running on the main company's websites, it increased page views of section fronts by a factor of 30, substituting low-quality, bottom-half homepage ad slots for high-viewability, better-segmented section front ad slots, adding an inventory similar in volume to that of the home page itself. It also increased article impressions by 10% and reduced by 50% the average home page length in pixels, making it easier to update for newsrooms and faster to load on users' devices. It is a critical piece of the consistent advantage El Mundo and Marca have had since the launch in engagement metrics over its competitors. Átomos: An in-house system to dynamically add ad slots to articles, based on the article length, helping our Ad Sales team to achieve their targets by rationally optimizing the page real estate. Instead of clogging the screen with ads, the system uses rulesets to analyze the article content structure at publishing time to find suitable spots for inserting ads (e.g. not placing an ad between a question and its reply in an interview), striking a balance between revenue and user engagement goals. On the Product Design front, I led the team into developing a quick workflow for prototyping and testing product concepts with real users for early error detection. The system applies ideas by Steve Krug and Jakob Nielsen by combining tools like Axure, Camtasia and UserZoom, and is still a cornerstone of product development at the company. I also modernized the digital working environment by introducing leading services for real-time content analytics (Chartbeat), A/B testing (Optimizely, VWO), UX research/testing (User Zoom, HotJar, CrazyEgg, Litmus, Browserstack) and web performance monitoring (SpeedCurve).

Unidad Editorial is one of the main print/digital media groups in Spain. At the beginning, I was the leader of the Product/Project Management team at the Digital Development Division, serving all UE brands (El Mundo, Marca, Expansión, Telva). In this phase at the company, I introduced the roles of product and project manager, implemented agile methodologies, and assembled what was probably the first Product-led team in a Spanish-speaking media company. I trained product managers in an effective, simple method to define products in detail, based on the use of "personas", the mapping of user's tasks to content and the abstract modelling of that content, allowing a clearer and more efficient interaction with UX and tech leads. I moved the product design team from being Photoshop-based to interactive prototyping in Axure, switched the workflow to a "mobile-first" setup, and aligned the development work on the web and native apps, making sure that new features and products are simultaneously available on all surfaces.I also acted as technical director of the project that in 2012 got an official online gambling license for Marca, making it the first digital newspaper in Spain to enter this business through the creation of Marca Apuestas, a ~250m € company sold to Sportium in 2021.

Professor of Content Strategy within the Product Development module of the first Master degree in Spain entirely devoted to digital business.

In this phase, to my existing responsibillites I added the management of three Vocento's vertical portals: Mujerhoy.com (for women), HoyCinema / LaGuíaTV (movies and TV) and Finanzas.com (business and finance).

Managing both the business side and the digital newsroom, I launched the web version of the second most popular free newspaper in Spain. By re-training journalists in digital skills, eschewing the traditional newsroom division into editorial sections and, instead, assigning responsibilities based on key digital activities (home page curation, social media, multimedia, deep linking, etc.), we moved the site from top 20 to top 5 position in the Nielsen digital newspaper ranking by monthly uniques, making Qué.es the second most visited website within our group, only behind flagship ABC.es.

Responsible of product management and business development of Pixbox, Telefónica's movies and music download service.

Business development and definition of the portfolio of online product and services in Terra Spain (http://www.terra.es).

Coordinator of regional content production and distribution initiatives involving several Terra portal across Spain, Latin America (including the US Hispanics area).

Several newsroom positions, from staff writer to section chief (breaking news, local info, movies, books, music, special reports).