General Manager, MOVE · Estrella Galicia Digital
Why people do what they do.
I started by studying people. Then I used what I learned to build businesses, products and teams.
The question
I’ve spent my career trying to understand one thing: Why people do what they do.
One question, asked for a whole career.
Everything else, the models, the businesses, the teams, came from answering it.
I didn’t learn business and then apply it to people. I started with people, and the business was the consequence.
Four disciplines that rarely live in the same person.
- 01
Human behaviour
Consumer psychology, emotion and decision-making, studied academically to doctoral level.
- 02
Technology
Digital economy, product and Artificial Intelligence — from inside the systems, not commenting on them.
- 03
Building
Business models and growth: new businesses that have to make their own money.
- 04
Leading
Teams and culture that keep working long after the strategy meeting ends.
Formation
How the pieces came together.
- 01
Consumer behaviour
It started academically: a PhD Cum Laude in consumer and human behaviour. Psychology, emotion and decision-making — the mechanics underneath what markets call “demand”.
- 02
Amazon
Then came Amazon, where that understanding of customers was tested at global scale. I led the biggest international sales day in Amazon history.
- 03
Estrella Galicia
A decade-long evolution inside a century-old family company: digital transformation, then new business creation, then leadership. Running it, building inside it, then leading it.
- 04
Builder — HUEBOX
HueBox: a new business ecosystem built inside the group — product, technology and business model designed together.
HueBox — built inside Estrella Galicia. - 05
Author and speaker
Writing and speaking are an extension of the day job, not a replacement for it. WOBI stages, books, and a 270K+ professional community.
Present tense
What I run today.
General Manager of MOVE — Estrella Galicia Digital: the group’s digital business, run as a business rather than as a function. Strategy, teams, technology and money sit on the same table.
Everything I write and share publicly comes out of that work.
Point of view
What I believe about business.
Nobody buys your product. They buy what it makes them feel, become or signal.
If you don’t master emotion, you don’t master business.
Campaigns buy attention for a while. Businesses build demand of their own.
A strategy is only as good as the organization that can run it.
Artificial Intelligence made execution cheap. It made judgement expensive.
Written and spoken
Ideas that leave the room.
Irreplaceable
A book about the value Artificial Intelligence cannot generate for you: reading people, choosing direction, carrying responsibility.
Explore IrreplaceableStages
WOBI and international business stages, plus a 270K+ professional community reading the work.
Speaking & keynotesSelected evidence
The record behind the argument.
Selected, not exhaustive.
Built and operated
Head of Amazon Marketing Services, Southern Europe. Led the biggest international sales day in Amazon history.
Marketing and customer growth across EMEA. Patatodos came out of that period.
General Manager, MOVE — new digital businesses and ventures built inside a century-old consumer company.
HueBox
Product, technology and business model designed together, inside the group.
Academic and thinking
PhD Cum Laude
Digital economy — consumer and human behaviour.
Royal European Academy of Doctors
Academic member.
Teaching and academic affiliation.
Teaching and academic affiliation.
Created
Ventures built, not investments.
TheHop
Startup accelerator and corporate venture-building platform, created inside Estrella Galicia.
TheHop Brasil
The same venture-building model, taken to Brazil.
Wildtools
Founder-built Artificial Intelligence media and community platform; 125K+ enthusiasts.
Recognition and reach
Top 50 AI Marketing Leaders — 2026.
270K+ professional community · 120M+ content views in one year.
9M+ views on top-performing posts.
Top 50 Business & Marketing Visionaries — 2023.
Top 50 Human Behaviour Experts to Follow — 2017.