With a degree in Advertising and Public Relations from the University of Wales, he held the position of Head of Brand Strategy at Giants Gaming, one of the largest esports companies in the country, for 5 years.

In this organization, headquartered in Malaga, he managed the brand positioning among millions of followers of this sport, in addition to carrying out the recruitment and development of sponsorships of relevant national and international companies, such as Nike, Vodafone or L'Oreal.

Previously he worked for eight years in Tourism and Sport of Andalusia, as a consultant in Andalucía Lab for the improvement of the digital presence of Andalusian tourism companies and as a technician in the Subdirectorate of Publications and Institutional Relations.

He was also academic director of EADE University for five years and has taught undergraduate and master's degree classes with different educational institutions in Spain, mainly on brand strategy, 'esports', advertising, communication and sponsorship.

Since January 2023 he has held the position of Managing Director of the Public Company for the Management of Tourism and Sport of Andalusia from an "eminently innovative" profile and with the aim of "promoting from the public company the strategy of the Ministry to consolidate Andalusia as a leading tourist destination and reference in sport".