Luis
Ferrándiz

Professor of the Practice of Management of Marketing

• MBA, IESE Business School
• Graduated in Economics, UAM, University of Madrid

Luis Ferrándiz has a degree in Economics and Business Administration from the UAM and is MBA from IESE (1998).

He has been linked to the internet industry and digital business for over 20 years. Focused on transformation, creation and implementation of digital strategies, he has developed his professional career having advised large organizations from a wide variety of industries both at national and international level.

His professional experience started as an intern at Bain & Co. but soon went on to SC Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. In 2000, at the edge of digital revolution, he joins Yahoo! to lead the company´s Commercial department in Spain. After living the first boost of .com era, Luis enters Telefónica Publicidad e Información (Yellow Pages) as Business Development Director in charge of launching online-offline initiatives. In 2006 he launched his own digital project, a company called ADN which becomes a reference in Spanish market specialized in digital transformation, digital marketing and digital innovation. In January 2015, ADN is acquired by KPMG, where Luis led the integration and creation of Digital Services unit. In 2017, he joins McKinsey & Co. in charge of Digital McKinsey in Spain and Portugal. At McKinsey he developed and built the digital unit and led and took part on several Digital Transformation programs in Spain, Portugal, Argentina and Peru for large multinationals from a variety of industries: Banking, Insurance, Retail, Fashion, Travel, Infrastructure, Utilities and FMCG. His expertise focuses on levers like Digital Strategy, Agile @Scale Organizations, Digital Marketing and Sales or Innovation initiatives.

In the academic field, Luis is a professor at IESE Business School and is author of several white papers and articles related to Digital Transformation and Digital Marketing and Sales.

Following his entrepreneurial path, Luis is president at BMind-Jakala, leading company in the digital marketing and sales area, as well as Senior Advisor for several multinational companies and mentor at Endeavor (one of the largest digital accelerators).

Publications

Articles in other publications

VILLANUEVA, J., FERRÁNDIZ, L. (2017). Tres pasos para acometer con éxito la transformación digital. La escalera de la digitalización. IESE Insight (32), pp. 15 - 22. VILLANUEVA, J., FERRÁNDIZ, L. (2017). 3 Steps to Market-Driven Digital Transformation. Stairway to Digitalization. IESE Insight (32), pp. 15 - 22.

Cases

FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: A Step Forward. IESE, M-1394-E. FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: un paso adelante. IESE, M-1394. VILLANUEVA, J., FERRÁNDIZ, L. (2023). Mercadona Tech: separar la ducha de la bañera. IESE, M-1396. VILLANUEVA, J., FERRÁNDIZ, L. (2023). Mercadona Tech: Separating the Shower From the Bathtub. IESE, M-1396-E. FERRANDIZ, L., INIESTA, F. (2021). Interflora España: crecimiento del canal online. IESE, M-1387.

Technical Notes

FERRANDIZ, L., VILLANUEVA J., J., SÁNCHEZ, A., BALMASEDA, C. (2021). Introduction to Martech. IESE, MN-409-E. FERRANDIZ, L., VILLANUEVA J., J., SÁNCHEZ, A., BALMASEDA, C. (2021). Introducción al martech. IESE, MN-409. VILLANUEVA, J., FERRÁNDIZ, L., CARMEN BALMASEDA (2020). E-Public Relations. IESE, MN-402. VILLANUEVA, J., FERRANDIZ, L., FERNÁNDEZ-VELILLA, R., SIMARRO, S. (2020). Search Engine Optimization (SEO). IESE, MN-403-E. VILLANUEVA, J., FERRANDIZ, L., FERNÁNDEZ-VELILLA, R., SIMARRO, S. (2020). Search Engine Optimization (SEO). IESE, MN-403.