MSc Civil Engineer (UPC) and Executive MBA (IESE Business School) with a wide experience in the engineering and construction field. Entrepreneur by heart co-founded ALTAC when he was 25 years old. Nowadays this company is the market leader in design and construction of solar towers. In 2015 decided to make a change and joined Celsa Group where he works currently as Innovation Director and is deeply involved in different digitalization projects. His main objective is to lead the transformation of the steel sector which also includes upgrading how companies will engage with their customers in the near future. He is a firm believer that many B2C strategies are applicable to the B2B world.