An unconventional career path
There's a thread that connects everything I've done: looking for what's broken before proposing anything.
I studied Computer Engineering because I wanted to understand how things work from the inside. That way of thinking doesn't go away.
Odoo — Partner Manager
Channel & Partner Growth
I now manage a portfolio of Odoo partners — ERP integrators and IT firms — driving their growth across the customer base, after progressing from Business Advisor. I coach partners on business strategy and sales methodology, review pipeline to accelerate deal closures, qualify end customers and match them with the best-suited partner, and co-sell in client meetings.
I also serve as a board member of the Real Casino Antiguo de Castellón (1814), contributing to the governance of an institution with over two centuries of history.
Odoo — Business Advisor
Inbound B2B Sales
I drove inbound B2B sales at Odoo, helping companies digitize and optimize their operations. The complete cycle: engineer → founder → consultant → seller. And at each stage, the same question: what's broken here?
ROI ERP
Research & applied knowledge sharing
Born from my MBA research and years in consultancy, I created roierp.com to share what I learn. Applied research and knowledge sharing on implementations, operations, and why the real problem is rarely the one the client describes.
The Executive MBA
Management Rigor
The MBA systematized what EQUIP had taught me the hard way. I deepened my knowledge of finance and operations, reinforcing what I had already learned running my own company. You read a P&L differently when you've already sweated over one for real.
AESEMI and the chip ecosystem
Coordinator, Industrial Policy Commission
I became actively involved in AESEMI — the Spanish semiconductor industry association — during the European Chips Act, coordinating the Industrial Policy Commission. Industrial policy, deep tech ecosystem, specialized hardware investment funds. A perspective that few ERP consultants have.
EQUIP Electronics
Co-founder & CEO
I co-founded EQUIP Electronics developing and manufacturing electronics and custom software for large companies. Over time we evolved toward what truly set us apart: computer vision and AI for industrial inspection, with power electronics and embedded machine learning built from scratch. All of it sold directly to industrial clients across Europe.
Building a hardware startup teaches you things that don't show up in business books. The real cost of a prototype that fails in production. The pressure of a long sales cycle when the client needs to see the product working before they believe in it.