Managing Director · Business Transformation Executive
Building Better
Businesses
Through People, Strategy & Technology
Managing Director with more than 30 years of international experience leading business transformation, operational excellence and profitable growth across multinational and family-owned companies.
Executive Impact
Experience measured by
business transformation.
More than three decades delivering measurable improvements in performance, profitability and organisational capability through strategy, execution and people leadership.
Executive leadership driving profitable growth and business transformation.
Consumer Goods, Pharma, Logistics, Real Estate and Industrial Retail.
Leading multicultural teams across global and family-owned businesses.
General Management, transformation and value creation.
Career Journey
Three decades of leadership across
multinational and family-owned businesses.
International experience combining general management, transformation, finance, operations and digital capabilities to create sustainable value and profitable growth year after year.
Managing Director
Herraiz · Tortosa
Leading the transformation of a family-owned industrial distribution business by modernising governance, customer experience, commercial execution and operational performance while preparing the organisation for sustainable growth.
Corporate General Director
Grupo Agora · Barcelona
Led the transformation of a multinational family-owned holding company, returning the Group to profitability after three consecutive years of losses through organisational redesign, shared services, governance and digital transformation. Member of the Advisory and Compliance Boards.
General Manager, Corporate Services Division
Lacer · Barcelona
Executive Committee member leading Finance, HR, IT and Legal while accelerating enterprise-wide transformation and co-leading the business strategic plan with McKinsey to transform the consumer health division.
Global Asset Management Director
PepsiCo Global · Barcelona
Defined global strategy and governance for technology assets supporting worldwide business operations.
Risk & Compliance Director - Europe & SSA
PepsiCo Europe & SSA · Barcelona
Led Governance, SOX, Cybersecurity and Business Continuity across more than 25 countries.
Chief Financial Officer - Europe IT
PepsiCo Europe · Barcelona
Established the European IT Finance organisation while supporting one of PepsiCo's largest transformation programmes implementing SAP and Global Networks and Data Centers.
Chief Financial Officer - Central America
PepsiCo Central America · Guatemala
Partnered with the General Manager to drive profitable growth, strengthen governance and support business expansion.
Financial Planning Manager
PepsiCo Mexico · Monterrey
Led Financial Planning & Analysis across four business units in one of PepsiCo's largest markets.
IT & Financial Planning Manager
PepsiCo Caribbean · San Juan, Puerto Rico
Integrated Finance and Technology to accelerate ERP modernisation and business intelligence.
Logistics Manager
PepsiCo Caribbean · San Juan, Puerto Rico
Led Supply Chain, Procurement and Distribution improvement.
Plant Manager
PepsiCo Dominican Republic · Santo Domingo
Started an international leadership career driving manufacturing excellence.
Featured Book · Español 🇪🇸
El CFO como creador de valor
Del control financiero al liderazgo estratégico: cómo transformar datos, decisiones y personas para construir empresas más fuertes.
Durante décadas, la Dirección Financiera se definió por el control: cerrar bien, informar con rigor y proteger los recursos de la empresa.
Wilhelm Hitz sostiene que ese papel ya no basta. Con más de treinta años de liderazgo ejecutivo en empresas multinacionales y familiares, el autor muestra cómo el CFO moderno puede convertirse en un auténtico creador de valor: alguien capaz de conectar estrategia, ejecución, transformación digital y liderazgo empresarial.
A través de veinticuatro capítulos, el libro recorre las principales palancas de creación de valor: modelo de negocio, rentabilidad, caja, capital circulante, inversión, riesgo, transformación digital, inteligencia artificial, fusiones y adquisiciones, reestructuración y desarrollo de equipos de alto rendimiento.
Más que un manual financiero, es una reflexión práctica para Directores Financieros, CEOs, empresarios y directivos que desean construir organizaciones más sólidas, ágiles y valiosas.
"La estrategia sin ejecución no crea valor. El CFO del futuro no será recordado por la precisión de sus números, sino por la empresa que ayudó a construir."
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Executive Insights
Practical insights on leadership,
transformation and sustainable value creation.
Drawing on more than thirty years of executive leadership across multinational corporations and family-owned businesses, these articles share practical perspectives to help leaders create sustainable value and drive business performance.
Articles available only in Spanish 🇪🇸
Executive Insights
001
El verdadero trabajo del Director General: crear valor
Leadership
🇪🇸 Spanish version
July 2026 · 8 min read
Crear valor es la verdadera responsabilidad de un Director General. Gestionar las operaciones mantiene la empresa funcionando hoy. El liderazgo prepara la organización para competir mejor mañana.
Read article →Executive Insights
002
La estrategia sin ejecución no crea valor
Strategy
🇪🇸 Spanish version
July 2026 · 8 min read
Incluso la mejor estrategia pierde su valor sin una ejecución disciplinada. La ventaja competitiva sostenible se construye alineando prioridades, personas y responsabilidad para convertir la visión estratégica en resultados.
Read article →Executive Insights
003
La cultura: la ventaja competitiva que nadie puede copiar
Leadership
🇪🇸 Spanish version
August 2026 · 8 min read
La cultura empresarial no se construye con valores escritos en una pared, sino con las decisiones, comportamientos y prioridades que los líderes refuerzan cada día. La verdadera ventaja competitiva aparece cuando la cultura impulsa la estrategia y la ejecución.
Read article →Executive Insights
004
El liderazgo consiste en desarrollar la capacidad de decidir de otros
Leadership
🇪🇸 Spanish version
August 2026 · 8 min read
El papel de un Director General no es tomar todas las decisiones importantes, sino construir una organización capaz de decidir correctamente sin depender constantemente de él. El verdadero liderazgo crea autonomía, responsabilidad y fortaleza organizativa.
Read article →Executive Insights
005
Los KPIs no existen para controlar. Existen para ayudar a decidir
Performance Management
🇪🇸 Spanish version
August 2026 · 8 min read
El propósito de los indicadores de gestión no es controlar la actividad, sino mejorar la toma de decisiones. Las organizaciones más eficaces se enfocan en los pocos indicadores que impulsan mejores decisiones, una ejecución más sólida y una creación sostenible de valor.
Read article →Executive Insights
006
La transformación empresarial comienza cuando cambian los comportamientos
Business Transformation
🇪🇸 Spanish version
August 2026 · 8 min read
Las transformaciones exitosas no dependen únicamente de nuevas estrategias, sistemas o estructuras organizativas, sino del cambio de los comportamientos diarios. El cambio sostenible ocurre cuando nuevas formas de pensar y trabajar forman parte de la cultura de la organización.
Read article →Education & Executive Development
Building the knowledge foundation
behind business leadership.
Academic foundation combining engineering, business administration and executive education, supporting a career built around transformation, leadership and sustainable value creation.
Digital Transformation
MIT
Executive Education
Advanced programme focused on digital transformation, technology strategy and business innovation.
MBA Accounting
University of Phoenix
Master of Business Administration
Graduate business education focused on accounting, finance and management decision-making.
MBA Marketing
University of Phoenix
Master of Business Administration · GPA 3.9 / 4.0
Graduated with outstanding academic performance, specialising in marketing strategy, customer value creation and business growth.
Industrial Engineering
University of Murcia
Engineering Degree · Top Graduate
Graduated as the highest-ranked student of the class, combining engineering excellence with strong foundations in operations, processes and industrial management.
Technical Engineering (Electronics)
University of Murcia
Engineering Degree
Technical engineering background combining electronics, technology and analytical problem-solving capabilities.
Leadership Philosophy
Leading through clarity,
accountability and people.
Sustainable business transformation happens when strategy, people and execution are fully aligned. Leaders create impact by setting a clear direction, empowering the organisation and building a culture of accountability, continuous improvement and sustainable value creation.
Purpose & Direction
Creating clarity around priorities, strategy and value creation to align the entire organisation towards common goals.
People First
Building an organisation where every person can contribute, develop and succeed through trust, collaboration, recognition and empowerment. I believe leaders must coach, mentor and create a workplace where people feel valued, engaged and proud to belong.
Ownership & Accountability
Establishing a culture where commitments are clear, decisions are owned and everyone understands their contribution to business results.
Transformation Mindset
Leading change with energy, resilience and discipline to turn challenges into opportunities and create sustainable improvement.
Customer & Value Focus
Ensuring every decision improves customer value and strengthens long-term business performance.
Knowledge & Data Driven Decisions
Combining theoretical knowledge, practical business experience and measurable KPIs to make informed decisions, continuously improve and deliver sustainable results.
Contact
Let's connect and explore
new opportunities.
I am open to conversations around executive leadership opportunities, board positions and advisory roles where my experience in business transformation, value creation and organisational change can contribute to sustainable growth.
Phone
+34 628 182 169