CEO (Chief Executive Officer – Famosa Group) at Famosa Group (2022-01 – 2025-04)
Famosa is a leading Spanish toy company specializing in innovative dolls, playsets, and children's toys with a strong international presence. It is known for iconic brands like Nenuco, Pinypon, Nancy, Feber. It has had several owners over the years, including Vista Capital, Sun Capital Partners and Giochi Preziosi Group.
- Market Expansion & Revenue Growth: Successfully grew the Mexican market by 20%, increasing sales from €3M to €12M with a focus on the core brand, Nancy. Additionally, entered the secondary market, generating €10M in incremental revenue.
- Profitability Boost: Increased profitability in Mexico from €1.5M to €5.5M through strategic topline growth and product mix optimization.
- Operational Restructuring: Sold an unprofitable Mexican plant (-€1M) and achieved a €0.5M gain, while implementing profitable alternative sourcing strategies.
- European Profitability Improvement: Enhanced European profitability by €1M through mold modifications which optimized carton size and palletization efficiency.
- Workforce Optimization: Negotiated a new agreement with the workers' council, enabling the flexible use of employees across both the plant and distribution center, improving staffing efficiency.
- Product Innovation & Market Leadership: Developed and launched the first Nancy celebrity doll (Nancy Aitana), which became Spain's top-selling product in 2023 with over 90,000 units sold.
- Financial Restructuring: Successfully negotiated with banks to reopen €26M in confirming lines, €60M in factoring, and €7M in revolving credit after previous cuts due to debt challenges at the headquarters, ensuring Famosa could finance the 2024 holiday season.
CCO (Chief Commercial Officer – Giochi Preziosi Group) at Giochi Preziosi Group (2021-01 – 2021-12)
- Amazon Account Integration: Unified all individual Amazon accounts within the Giochi Preziosi group into a single team and location, standardizing commercial conditions across the group. This led to a 5-percentage point increase in profitability.
- Export Operations Optimization: Streamlined and consolidated all export activities under one team, optimizing resources and reducing headcount by 3, enhancing operational efficiency.
Global Vice President (Famosa Group) at Famosa Group (2017-10 – 2020-12)
- Sales Process Participation: Led the commercial aspect of Famosa's sale to the Giochi Preziosi group, contributing to a successful operation.
- Market Leadership in Spain: Positioned Famosa as the leader in the toy category in Spain, surpassing Lego, Mattel, and Hasbro, thanks to increasing market share across core brands and launching the successful Bellies brand.
- Sales Growth & Product Innovation: Successfully deseasonalized the Nenuco brand by launching entry-level products that effectively competed against private labels, resulting in a €5M increase in sales.
- Brand Expansion: Leveraged Pinypon's success to create Pinypon Action, expanding into the boys' category and establishing a new brand that generated €10M in revenue.
- Advertising Optimization: Negotiated advertising deals that reduced costs by 30%, driving more efficient marketing spend.
- Communication Strategy: Developed an aggressive communication strategy during the Covid pandemic when advertising costs were lower, building brand awareness in preparation for the post-pandemic rebound, enabling Famosa to regain sales quickly once consumption resumed.
General Manager Iberia and France (Famosa Group) at Famosa Group (2016-09 – 2017-09)
General Manager Iberia (Famosa Group) at Famosa Group (2015-09 – 2016-08)
Commercial Director (Famosa Group) at Famosa Group (2014-11 – 2015-08)
KAM Director (Famosa Group) at Famosa Group (2007-07 – 2014-10)
Toy & Video Games Buyer at El Corte Ingles (2006-10 – 2007-06)
El Corte Ingles is Spain's largest department store chain.
Toys Buyer at Carrefour (2003-09 – 2006-09)
Carrefour Spain is a leading multinational retail chain.
Garden Furniture & Christmas decorations Buyer at Carrefour (2001-10 – 2003-08)
Store Toy Department Manager (3 different stores) at Carrefour (1996-01 – 2001-09)
