About Me

Ever since I was a kid, I wanted to be an inventor. I studied Industrial Design Engineering because it was the degree that brought me closest to that goal. I was also drawn to Architecture, but it was 2009, and building new structures didn't seem like the best bet in Spain. I was also interested in (and passionate about) philosophy and creativity, but luckily my wise parents helped me see in which basket to put my eggs. I graduated on time, a small miracle between water polo training, my obsession with surfing, and my work as an intern engineer.

Later, I completed a Master's in Product Design at Elisava, where I realized that life had led me to create things people love, perhaps inspired by Steve Jobs, perhaps by Ferdinand Porsche. At Elisava, I discovered that what I used to do was ego design. I made "cool" things just because I felt like it, because I liked them. And that's fine, since I've always been a creative person, but I understood that what I truly wanted was to create impact. To achieve that, I had to focus on the user, to create things that solve problems, that people love. That's when my spirit shifted from Inventor to Designer.

Professionally, my career has had two sides: one academic, and one industrial. I taught at both universities where I studied (UPC and Elisava), and at the latter, I co-created a master's program which I co-directed for three years.

In industry, I've dedicated myself to Product, first from the designer's perspective, and later from the management side, which I now consider my profession. I've designed and developed for Santa&Cole and worked with major companies such as Danone, Seat, Suez, and Ametller, among others. I founded a recycled apparel brand and sold 14,000 backpacks made from ocean-recovered plastic to AENA. I also founded a clean energy transition company which, due to COVID (and probably my inexperience as a founder), went under with €2M budgeted. And then I was recruited by Wallbox, the Spanish unicorn dedicated to Electric Vehicle charging and Energy Management.

At Wallbox, I joined as "Concept," which was essentially a Discovery Product Manager role. The first thing that landed on my desk was an analysis and conclusions of a payment system in clusters. The second was my first 100% digital product: the SolarCharge feature, which allowed users to charge their vehicle using their own solar energy. I designed the feature, diagrams, use cases, and user stories. The PO and EM later led the development. I fell in love with software. This was in 2021.

I realized I could solve problems very quickly, iterate, be creative, and, most importantly, experiment. It was incredible. The pride of seeing the feature live, how users interacted with it, and how they positively valued it in follow-up interviews, all just three months after conception, made me fall deeply in love with software.

Later on, since the "Concept" role didn't quite fit with a new VP of Product who had joined from Google, I presented to my manager and the CPO a plan to clarify the end-to-end product creation process and define where my team fit in. We also identified which metrics should serve as our north star. (Here I was able to combine my background in product design with my interest in processes and creativity as a problem-solving tool.) The plan was well received, and that gave me the opportunity to propose that "Concept" evolve into Product Innovation. I was fortunate enough that they believed in me to lead this new stage, a role I gladly accepted. In parallel, I had the privilege of participating in Wallbox's U.S. IPO, helping raise €300M in the process.

With the process defined and the metrics clear, our Product Innovation department focused on experimenting with new software features at MVP level, 65% of which went into production. We built the prototype of the isolation and control system for Quasar 2 in the U.S. (the world's first commercial bidirectional CCS charger), as well as the user interface and its key features. We created the user research team, prototyped the Home Energy Management System, and launched two MVPs for Demand Response and Smart Charging in Europe and the U.S. We also took part in several due diligence thanks to our prototypes and designs with Hyundai, Kia, Volkswagen, Stellantis, Mercedes, and other major companies. Additionally, we secured €10M in national and European innovation grants.

Over time, despite our good performance as a department and as a company, the EV market didn't grow as fast as expected, and we faced a company-wide reorganization that merged Product Innovation with Product itself. At that point, I became Head of Product for the Software Business Unit. It was time to revisit processes, capabilities, and budgets. Together with my fellow BU leadership team, we established a framework based on OKRs and business cases, optimized BU spending, and drew up a plan to generate €5M ARR and an additional €5M in revenue within a year, a 400% increase. We achieved €3M ARR and the €5M additional revenue, making the BU profitable and generating positive returns.

If there's one thing I've learned on this journey, it's that product is not an end in itself, but a means to transform people's lives. I've gone from designing objects to leading teams, from small projects to global initiatives, but what remains constant is the belief that innovation only matters when it creates real impact.

Today, my purpose is to continue building companies, products, and teams that combine creativity, technology, and business to solve meaningful problems, with the same energy I once had when I dreamed of becoming an inventor.