I've always been more comfortable with hard problems than easy briefs.

Embedded full-time within IKEA's New Business Platform, an internal startup unit within Ingka Group, tasked with expanding IKEA beyond furniture into adjacent markets across Europe.

Flat 101 is one of Spain's leading digital consultancies. I worked across 4–8 concurrent enterprise accounts simultaneously, each with different teams, different methodologies, and different definitions of success.

At 23, while finishing a five-year degree in Visual Communication Design, I co-founded Factor Común, a registered design and communications studio in Havana. It started as freelance work with two colleagues and grew into a proper studio doing branding, editorial design, digital interfaces, audiovisual production, and campaign work for institutional clients across Cuba.

Running it meant doing a lot that had nothing to do with design itself: client relationships, project planning, chasing down suppliers, bringing in new business, all under real resource constraints. The scale of it is nothing like what I do now, but the underlying discipline hasn't changed. It's where I learned structured thinking and commercial reality, well before any formal training in design methodology.

Taught UI design at the Instituto Superior de Diseño, affiliated with the University of Havana, developing curriculum, facilitating studio sessions, and building shared understanding of complex concepts across students at different levels of ability and experience.

Teaching forces habits you don't expect to need later: spelling out things that feel obvious to you but aren't, reading a room and adjusting on the fly, getting a group to agree on something nobody came in agreeing on. Turns out those are exactly the skills enterprise facilitation runs on, and I've leaned on them ever since.