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.
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.
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.
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.
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.
B2B Sales at Odoo
B2B Sales Consultant
I work as a B2B sales consultant at Odoo. The complete cycle: engineer → founder → consultant → seller. And at each stage, the same question: what's broken here?
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.