Welcome!

I’m a 31-year old, enthusiastic and optimistic professional with more than 8 years experience and a recent Executive MBA from IE Business School. 

I have worked in all kinds of companies and for all kinds of markets, from FMCG to financial products; for leading companies and small ones, always moved by challenge and new horizons. 

I’m a hands on guy used to leading small or big, cross-cultural and cross-functional teams, adaptable to new models and all kinds of customers, used to negotiating in and out house.

And the most important thing is that I always try to find new solutions through innovation. My main characteristic is my will to do things and my creativity; trust me and I won’t disappoint you. 

Let me explain who I am and what can I offer your company. Because a professional is not a list of experience, some skills and a handful of titles, a professional is a person with lots of dimensions and it is their human dimension that really makes them care to join a company. Companies are made of people.

V.A.

HomeServe - Reparalia

Deputy Marketing 

Director for Spanish Branch

July 2008- present

Reparalia - HomeServe

Insurance Agency

(headquarters Birmingham UK; Madrid branch Spain)

www.reparalia.es

Anybody who has watched as a burst pipe sends water pouring through the ceiling knows how stressful a domestic emergency can be. It’s a fact that 86% of homeowners have suffered a domestic emergency at some point, but home emergencies aren’t covered by most household insurance policies and it is often hard to find a reliable, affordable repairman in an emergency.

These are precisely the needs that HomeServe set out to address when it was established in 1993. Building a network of experienced, committed contractors, offering customers the reassurance of approved engineers, a prompt response, generous cover and claims limits and the convenience of having a single number to call in an emergency.

Recognizing that homeowners the world over face the same problems, HomeServe has expanded internationally and now operates in the UK, US, France, Italy, Spain and Belgium. With over 10 million policies with 4.5 million customers, continuing to grow rapidly, following a clear strategy to become the first place people turn to for home emergencies and repairs.

Functions:

• Marketing plan
• Market research and Insight
• Product development and
• Business development
• Campaign Management
• Forecasting
• High level reporting

Achievements

> Managed a millionaire budget based on ROI campaign measurement achieving targeted paybacks.

> Successfully launched the Spanish business with more than 300k contracts and annual increases of 100% in 3 years.

> Recruited, developed and directed an efficient and successful structure with 5 different managing areas (a large team working in Insight, Strategy, Product, Acquisition, Cross sales and Campaign management areas).

> Direct high level negotiations and reporting to Spanish HomeServe CEO, HomeServe Directors, and Partner’s Directors (large utilities such as Endesa or Agbar).

> Building up the Spanish Branch, setting up the Marketing department from scratch.

> Found and modelled new opportunities for the Spanish market.

> Developed added value products to cover Partner’s customers’ needs (Endesa,

Agbar or Indesit among others).

> Analysed Spanish market to translate and adapt group’s mission and models based on Customer Insight.

> Set Best Practices, which have been exported to the entire Group.

> Launched Reparalia on-line and Reparalia mobile.

> Created the Customer Focus Project: a cultural change to turn the company’s attention to customers and to reduce customer churn thus increasing Reparalia’s income.

CRE-A

Strategy Manager - Planner
July 2007 - July 2008
CRE-A 
Marketing Consultancy 
Barcelona

Every day companies need more and more support to develop their business. Higher competition, market changing winds and customer evolution are challenges that directly affect their bottom line. Better knowledge of their customers, new ways to sell and communicate are basic to keep on.

CRE-A (efficient creativity) is a marketing consultancy, similar to a communication agency, which helps its customers develop their businesses by finding new routes to market and better ways to communicate with their clients.

This small company based in Barcelona works for large companies like Decathlon and Conau, small ones and public organizations such as CCDR, but its main focus is on internet companies such as zenkiu.net and its main jobs involve Digital Media strategies (to find efficient models to earn money) and BTL communication activities as events to improve brand awareness and loyalty; because CRE-A is focused on finding the best business results with the lowest costs.

Functions:

• Market research
• New market finding
• Strategic and tactical planning
• Campaign management
• Digital Media consultant
• Brand awareness

Achievements:

> Analysed private companies’needs  finding new routesto market to reach their customers by Market through-service models.

> Helped public institutions and private companies to break into new media and web 2.0 based solutions with low budgets.

> Developed and successfully implemented ROI based strategies for all kind of companies.

> Gave necessary inputs to start two companies in different markets (clothing and web press).

> Campaign management ATL/BTL and ROI modelling for all kind of campaigns.

RACC Automòbil Club

Account Manager
February 2004 - July 2007 
RACC Automòbil Club 
Automobile Association 
Barcelona


www.racc.es

RACC is the largest Spanish Automobile Association. Its mission is to assist and help its members, improving their quality of life and and taking care of their families, giving solutions and anticipating their changing demands related to mobility, leisure and home assistance. Originally aimed at the sports world, it means a better result and great company values in terms of betterment, consistence, team work and proactivity.

RACC is an association of members with more than 2.000 employees. All of them work to offer to the association members the same service that one friend offers another.

Functions:

• Marketing Plan
• Supply Management
• Branding and
• Corporate identity
• Institutional communication
• Campaign Management
• On-line Marketing
• ATL/BTL

Achievements

> Built a three party relationship between products, communication and on-line media.

> Developed new ways to communicate with customers such as Mobile Marketing and informative newsletters.

> Worked on customer profitability to improve company income and customer value increasing cross-sell activity.

> Started a ROI-based management to maximize budgets of over €2M per account and year.

> Successfully managed challenges such as communication crises during the Champions League Final and Rally Catalunya transfer.

> Built 3 different win-win partnerships between company and public institutions gaining an extra value in the media of €3M.

> Adapted communication to new legal framework for insurance, reaching an extra budget of €2M for marketing through external deals.

> Developed a strong brand with a wide range of segments offering each one personalized proposals.

> Successfully launched a new product via Internet to face the change in the Travel Agency framework.

Gallina Blanca - Star

Brand Manager Assistant 
April 2003 - February 2004
Gallina Blanca - Star 
FMCG - Food 
Barcelona

www.gallinablancastar.com

A company specialized in production and the commercialization of culinary products in 50 countries on 4 continents with leading trade marks in such segments as broth, soups, ready meals, pasta, desserts and other specialties. Focusing efforts to adapt to the customers, tastes and traditions of each country has borne fruit: 24 hours a day our products are present in the menus of millions of households worldwide.

The highly qualified and professional team is the company’s most valuable asset. The consumer is a top priority in each market.

Technology serving the quality–research and development techniques enable constant quality improvement of our products. Creativity and continuous development are the main characters of its identity.

Respect for clients and consumers, together with respect for people, technology and creativity constitute the pillars on which the enterprise culture of Gallina Blanca Star is sustained. The aim of the organization is to meet the needs of all people interested in its activity, establishing excellence in management, survival warranty and long-term improvement as the goal for developing a quality system.

Functions:

• Sales forecast (sell-in)
• Sales reporting (sell-out)
• Web content management 
• Campaign execution 
• BTL and ATL

Achievements

> Dealt with campaign measurement to improve its results.

> Worked on content and development of brand 50^th birthday website.

> Worked with net tools to follow market trends and propose new developments for R&D.

> Analysed product profitability to improve category management by replacing failed products.

> Changed product packaging to adapt it to the brand’s new trends.

IE Business School

Master in Business Administration Executive MBA 2011

Madrid

Aditional:

Executive Education at Cheung Kong Graduate Business School-Beijing

Innovation in Business (only taught in Harvard and IE BS)

Top 10 of promotion.

www.ie.edu

IE is an international institution dedicated to educating business leaders through programs based on our core values of global focus, entrepreneurial spirit and a humanistic approach.

Our 500-strong, international faculty teaches a student body of more than 80 nationalities on our Undergraduate (IE University), Master, and Doctorate degrees, and Executive Education programs. Our pupils, now numbering over 37,000, hold management positions in some 100 countries worldwide.

We champion applied research coupled with multidisciplinary, integrative education programs.

Designed to address market demands, our innovative learning processes comprise a blend of online and onsite formats, making IE a pioneer in international education.

EMBA at IEBS has been ranked in the top ten EMBA by FT 2011.

Abat Oliba CEU

(BBM) Bachelor of Business Management 1999-2004

Scholarship throughout the degree

B.A. Law 1998-2004

Scholarship throughout the degree

Barcelona

www.abatoliba.edu

Abat Oliba was a private institution linked to the Universitat de Barcelona until 2003, when it was set up as a private independent university, the Universitat Abat Oliba CEU. An institution that adapted its planning and resources to European standards, assuming the challenge of adapting its degrees to the future laws. One of the most important characteristics of Abat Oliba is the continuous contact between student and teacher; it’s also interesting to remark its work systems and the continuous evaluation under teaching resources. Its goal is to achieve a true university experience.

In these terms, all the UAO students have the chance to work with the most prestigious companies and firms, and an open range of opportunities abroad (not only in the EU, but also in the UEA).

Other information

Languages: 

• Catalan (native)
• Spanish (native)
• English (Advanced- fluent) 

Other skills

As a result of years working in digital media, I have a good level in the use of the graphic design tools such as InDesign, Illustrator and Photoshop. In terms of Internet tools, I have a good command of social media tools to manage and follow social media awareness, and analytical tools such as the Google tools to study SEM and SEO results.

Prizes

> Open Creatiu BIMM 2004 (3rd place):

As part of the Barcelona International Marketing Meeting, the Open contest was a way to measure creativity and development under pressure and in a short time.

> Drac novell 2003 (2nd place):

The Drac prizes are the most important advertising and marketing prizes in Barcelona, the novell categories are for young professionals, rewarding new disruptive ideas.

Skills

Are you still hiring people only for their technical skills?

Previously, the value of soft skills was undervalued. The companies expected their employees to know how to behave in an office. They assumed that everyone understood the importance of taking initiative, being friendly and being punctual. But things have changed much now. With liberalization and opening up of economies, competition has increased manifold. Today, big MNCs are competing with smaller companies to capture the market. In this era of intense competition, soft skills are playing a determining role. Good soft skills ensure that the companies are able to capitalize on the wealth of technical knowledge, experience and efficiency to rule markets. Let’s discover the skills you need:

Innovation and Creativity:

Broad experience on product development, new format advertising and innovative project management. I always look for a new way to do things and creative solutions for all kinds of problems. And I always try to inspire people to do so too; from creating a new product for our customers to changing procedures to get better results; from applying the best consultancy solutions to innovating and problem solving. Always trying to innovate based on concept development, and making creativity work for business.

There is always a better way to do things.

Leadership and Teamwork:

Used to manage cross-functional and cross-cultural teams, motivating and delivering results to achieve the team’s goals, with a team worker style, joining the team, not simply directing it. No matter how big a team is, it’s always bigger

than a group of individuals.

Adaptability:

Moving from FMCG to financial products, working in leisure or insurance. I always try to move and adapt all my experience to a new goal, to a new situation.

When it’s necessary I have no problems to jump to a new idea and motivate people to follow me; companies can’t always stay on the same line, and nor can professionals either.

Entrepreneurship and Proactivity:

Moving inside and outside companies, I always try to start new projects to make things happen. In these terms I have developed my own projects, from a publisher’s to a social network and company projects like the “customer focus”. From scratch to success.

Innovation is necessary everywhere.

Delivery to results (and financial point of view):

I’m focused on achieving goals and following and exceeding forecasts.

I believe it is necessary to make things happen. Because a good idea is nothing without a great result, and there is no result without hard work.

Customer focus:

Business is based on customers, on how to understand them better and give them what they want in the way they want. Everything you do is reflected in your customer (internal or external), so you always need to look for excellence and give them the experience they deserve. In these terms I also have great experience in internal as well as external customer management, and in establishing strong and effective relationships with the senior level with a commercial approach.

Ethics:

Everything I do always follows a code of conduct. Being ethical is the main path to being truly trustworthy. And business is based on trust.

Entrepreneurship

Entrepreneurship, defined as the ability to marshal resources in order to seize new business opportunities, which have uncertain outcomes, has gained renewed importance. It has become central to economic growth in light of the rapid advancement of information technology and growing importance of knowledge.

The new economy now calls for innovative ideas, new initiatives, rather than organizational discipline, adjustability and greater speed in taking decisions, which I must say is what entrepreneurship is all about. Entrepreneurship can also be exploited inside and outside companies; don’t you wanna take advantage form it? If yes, why don’t you hire an entrepreneur?

Discover what has been Vicenç doing...

Private consultancy

2008-2011

Since leaving CRE-A, I have been always involved in other people’s new ventures.

Helping them to develop successful business plans and communication strategies, among them there are all kind of business, from a clothes company (Gato canalla), to leisure (such as Muy pícara or Shangay club). In these terms I have also taken part in different new ventures from the IE Business School Venture Lab, helping different teams with their projects.

The Downtowners

Project 2010

A year project based on a range of characters in daily comic situations. It was a non-profit project in which illustrations were openly shared with non-profit associations to use in their own communications.

Zona urbanitzable

2005-2007

When Internet started to be filled with commercials and personal stuff, a group of believers started a new Project called zona urbanitzable (under construction) a digital magazine about Art and Essay. Zona Urbanitzable was followed by cultural institutions, academics and artists from all over Spain. My position as head of edition was to recruit and manage new writers and coordinate their work with the magazine publishing.

Labreu edicions

2003-2004

A small publishing company located near Barcelona. Labreu edicions (short publishing) was born from three partners who looked for a new way to publish cheap short books in Catalan. In its beginnings, my work was based on reporting our company, getting high levels of response from press and TV for free through publicity. Labreu is still doing business.

Urbanitesbcn 

2003

Urbanitesbcn was a social network based on offering its members low price activities (as a social club to give them opportunities to meet new people). All the activities were based on Barcelona and its surroundings, bringing us a chance to become experts in developing events and routes in the Catalan capital. This company was sold in 2004 with the whole list and the programme of activities.