About
I've spent the last decade helping organizations replace gut feeling with evidence through analytics, online experimentation, causal inference and data science. Now I am building the systems that make it happen automatically.
2015–2018
This was my time to explore. I worked across several digital and PR agencies with clients like Unilever (Axe, Dove), Cinesa, Casio, and Daewoo. Working across industries showed me that even the best companies face the same challenge: turning data into confident decisions. That insight is what pulled me toward experimentation and data science.
Education
2018–2022
Went independent to accelerate my learning curve. Worked with companies like Leroy Merlin, Lidl, and Fluidra alongside Barcelona-based tech startups, building everything from analytics pipelines to growth strategies. This is where I fell in love with data. Python, statistics, BigQuery, and Tag Manager became my daily tools. But it was through growth and CRO that I discovered experimentation, and that changed everything.
Teaching
2022–PRESENT
Joined LIN3S to build the CRO & Experimentation Area. Today it's a 20-person department spanning Web/App Analytics, CRO, UX/UI Design and Web Development to enhance digital business performance. Along the way, I established measurement processes, created in-house methodologies (APPA Framework) to systematize experimentation, pushed for a data-driven decision-making culture, and embedded statistical thinking across the organization. Published two books on experimentation and applied data science. Now exploring how AI agents can automate experimentation workflows and power smarter decision systems.
Teaching and Publishing
2015–2018
This was my time to explore. I worked across several digital and PR agencies with clients like Unilever (Axe, Dove), Cinesa, Casio, and Daewoo. Working across industries showed me that even the best companies face the same challenge: turning data into confident decisions. That insight is what pulled me toward experimentation and data science.
Education
2018–2022
Went independent to accelerate my learning curve. Worked with companies like Leroy Merlin, Lidl, and Fluidra alongside Barcelona-based tech startups, building everything from analytics pipelines to growth strategies. This is where I fell in love with data. Python, statistics, BigQuery, and Tag Manager became my daily tools. But it was through growth and CRO that I discovered experimentation, and that changed everything.
Teaching
2022–PRESENT
Joined LIN3S to build the CRO & Experimentation Area. Today it's a 20-person department spanning Web/App Analytics, CRO, UX/UI Design and Web Development to enhance digital business performance. Along the way, I established measurement processes, created in-house methodologies (APPA Framework) to systematize experimentation, pushed for a data-driven decision-making culture, and embedded statistical thinking across the organization. Published two books on experimentation and applied data science. Now exploring how AI agents can automate experimentation workflows and power smarter decision systems.
Teaching and Publishing
Most organizations want to be data-driven, but struggle with the same question: how do we know this actually worked? That's the problem I solve.
I believe experimentation and data is a means, not an end. It's a tool that belongs to the entire organization, not just the data team. The real challenge is never statistical. It's cultural: getting teams to embrace doubt as the engine of growth, and to test before they decide.
That's why APPA exists. A framework I created at LIN3S, designed to bring structure to the chaos of experimentation programs. From diagnosis to production, it systematizes how teams find opportunities, design experiments, and turn results into business action. It's the methodology behind every CRO and experimentation project I lead.
Data should drive action, not dashboards anymore. That's what separates organizations that talk about data from those that actually use it.
Head of CRO & Experimentation
LIN3S Consultora Digital
Barcelona, Spain (Remote)
Right now I'm focused on what comes after traditional A/B testing: frequentist/Bayesian experimentation, causal inference, and AI agents that automate decisions at scale.
The full pipeline: from business to data and business again.
Education
Advertising & PR Degree
UAB
EMBA
ESIC Business & Marketing School
MSc Data Science
UOC (Universitat Oberta de Catalunya)
Certifications
Causal Machine Learning with DoubleML
Economic AI
Advanced A/B Testing
Maven
AI Product Management
Maven
Agentic AI
DeepLearning.AI
Interested in experimentation, causal inference, or building data-driven decision systems? I'd love to hear from you.