Luis has a degree in Economics and Business Administration from the UAM and is MBA from IESE (1998). His professional experience began at Bain & Co., but he soon moved to Johnson Wax, FMCG market, where he worked in the Sales and Marketing Departments. It has been related to the digital environment since the early 2000s when he joined Yahoo! as Commercial Director and years later as Director of Business Development of Telefónica, responsible for launching the online and offline initiatives of TPI (Yellow Pages) and where he became General Manager of one of its subsidiaries.
In 2006, after the sale of Yellow Pages by Telefónica, he launched his own digital initiative, a company called DNA specialized in digital strategy, which in January 2015 and more than 35 people, is acquired by KPMG. In January 2017, he was hired by McKinsey to develop, as a partner, his offer of digital services in Spain and Portugal. He currently combines his teaching work with that of Senior Advisor of McKinsey and other companies. Finally, it is also closely linked to the entrepreneurial environment, where he is an evaluator and mentor of IMPACT and Endeavor, two of the largest European digital accelerators and business angel.