Strategy to execution
Turning ambitious business priorities into practical operating models, accountable teams, delivery rhythm and measurable outcomes.
London · UK, Spain & LATAM
Business Transformation LeaderCustomer Operations · Digital Growth · CX
Former UK telecom CEO with executive, consulting and operational leadership experience. I help consumer and service-led businesses turn strategy into operating performance.
Positioning
Transformation leadership
My work sits at the intersection of business transformation, customer operations, digital growth and operating model change.
I have led companies, built consulting practices and delivered transformation programmes across telecom, fibre, infrastructure and multi-brand B2C environments—combining strategic leadership with practical execution and measurable results.
What I do
Business problems I solve
Turning ambitious business priorities into practical operating models, accountable teams, delivery rhythm and measurable outcomes.
Redesigning customer journeys, service models and cross-channel operations to improve satisfaction, efficiency and commercial performance.
Scaling online sales, digital care, automation and data-led decisioning across B2C and subscription-based businesses.
Reducing complexity after growth, acquisition, restructuring or channel expansion.
Applying AI, analytics and automation pragmatically to improve routing, service quality, productivity and customer outcomes.
Leadership focus
Experience
Executive track record
Leadership across UK and Spanish telecom, fibre infrastructure, consulting and consumer service environments.
CEO
A UK retail internet service provider focused on residential customer acquisition, take-up growth and service performance.
Led the retail ISP through accelerated growth, sharper commercial focus and operational improvement.
Chief Marketing Officer
A UK wholesale fibre infrastructure business supporting network expansion and connectivity services.
Led marketing and communications during a key phase of market positioning and visibility building.
Value Creator · Digital & Customer Experience Practice Leader
A telecom and digital transformation consulting firm working with operators across Spain, the UK and LATAM.
Built and grew a Digital & CX consulting practice, combining business development, delivery leadership and senior client advisory.
One of Spain's most successful telecom challengers, competing across mobile, fibre and convergent consumer services.
Head of Online
2016–2018Head of Employee Experience
2018–2019Online Customer Service Manager
The Spanish operation of Vodafone Group, one of the major international telecom operators.
Led online customer service transformation focused on lower service cost, greater digital adoption and stronger customer handling.
Digital Sales & CX · Retail · Process Improvement · Go-to-Market · Data
A leading Spanish cable and broadband operator later acquired by Vodafone, with large-scale retail and consumer service operations.
Progressed through multiple digital, commercial and operational roles, building broad transformation experience in a major B2C operator.
Recommendations
External perspective
Perspectives from people who have worked with me across transformation, digital and commercial leadership.
Working with Lourdes at Hey!Broadband was a true pleasure. Firstly, she’s a people person and working alongside her is a joy. She has strategic clarity - always connecting our work to wider business objectives in a dynamic and quick moving sector. Customers were always at the heart of her actions and decision-making, and that was a valuable learning experience for our entire team.
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She’s challenged all the team to make decisions considering the full commercial picture: proposition, pricing, acquisition, customer journeys and operational delivery. Her feedback was direct, thoughtful and practical, and the business benefitted from the way she approached decisions and turned strategy into action.
She brings great discipline to project delivery: turning initiatives into plans with realistic timelines. She sets clear ownership and regular progress reviews, while identifying risks early and preparing appropriate contingencies. Her approach informs how the team continues to operate. Test, learn and optimise is still at the heart of the success of our marketing team.
Lourdes sets high standards, but she always gives context, trust and support. She has an amazing ability to develop people while continuing to drive towards results. As an experienced marketeer, every day with Lourdes brings a fresh perspective.
She is curious, restless, and always attentive to what is coming next. She is able to understand new technologies while asking the most important question: how they can bring real value to the customer and to the business.
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I have known Lourdes for many years, and if I had to highlight one thing about her, it would be her extraordinary ability to understand the business while never losing sight of people. And you will know exactly what I mean when I say that there are people you work with and, over time, you realize that they are not only great professionals, but also good people worth having close by. Lourdes is definitely one of them.
She knows a great deal about customer experience, business, and digital transformation, but I believe what truly makes her special is that she does not stay at the theoretical level. She has the ability to understand a problem, put herself in the customer’s shoes, think it through, and find a solution that also makes sense for the business.
She is curious, restless, and always attentive to what is coming next. She is able to understand new technologies while asking the most important question: how they can bring real value to the customer and to the business. And she usually does so with a great deal of common sense, which is not always as obvious or as easy to find as it may seem. But above all, Lourdes is a great colleague: committed, generous, approachable, and with a strong personality. What makes a huge difference is that she knows how to listen, accept other points of view, and work as part of a team. She inspires trust and helps the people who work with her give their best, and I consider that an outstanding quality.
I have been fortunate enough to know Lourdes both professionally and personally, to see up close the way she faces challenges, her commitment, and the high standards she sets for herself. That is why I have no hesitation in recommending her. She is one of those professionals who leaves a lasting impression through her knowledge, but above all through her attitude, her judgment, and the way she makes the people around her feel.
In any project we shared, I have never been more certain that the goals would be achieved.
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I have been fortunate enough to share two professional experiences with Lourdes. In the first, I found her ability to persuade people to join her initiatives, no matter how complex, truly admirable, as well as her courage to launch intricate digitalization projects and bring solidity and continuity to each one.
During our second experience together, I discovered her ability to adapt to shifting and complex situations, showing a great talent for reaching consensus, solving problems, improving the final product, and making it all look easy. In any project we shared, I have never been more certain that the goals would be achieved. She is an outstanding professional—the kind who makes a real difference through both her knowledge and intelligence, as well as her character.
One of her greatest strengths is her ability to combine three dimensions that rarely coexist in such perfect balance: business acumen, customer empathy and operational efficiency. Lourdes understands that optimising processes is not simply about reducing costs, but about creating better experiences and driving sustainable growth.
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Lourdes is an exceptional professional with deep knowledge of the telecommunications industry and extensive experience leading digital transformation.
One of her greatest strengths is her ability to combine three dimensions that rarely coexist in such perfect balance: business acumen, customer empathy and operational efficiency. Lourdes understands that optimising processes is not simply about reducing costs, but about creating better experiences and driving sustainable growth.
She also has a remarkable talent for turning workplaces into environments where people genuinely want to contribute, grow and succeed. Her leadership style is supportive, demanding and inspiring. She is the embodiment of a servant leader: someone who puts her intelligence and experience at the service of her team, develops talent and enables those around her to reach their full potential.
Always focused on results, she never loses sight of the fact that customer and employee satisfaction are among the most powerful drivers of business growth. Working with Lourdes means learning from an outstanding leader while genuinely enjoying the journey.
Perspectives
Ideas from experience
Three short perspectives on AI, customer experience and the decisions that turn technology into business value.
Innovation & AI
Sometimes an idea has to wait for technology to catch up.
In 2013, I wanted to transform the online customer area I led.
My vision was simple: a clean screen with only one question: “How can I help you?” and a box where customers could explain what they needed in their own words.
AI & decision design
AI can automate a process. It cannot tell us whether that process makes sense.
A doctor requested two tests for me. They needed to take place at the end of August to maintain the correct interval, and both appointments were duly booked for 25 August.
A few days later, one of them was automatically moved to July.
Customer experience & trust
Sometimes proving a customer wrong costs more than resolving the problem.
I recently tried a new online supermarket and ordered three steaks.
When the delivery arrived, I could only find two.
Professional conversations
For conversations about senior transformation, customer operations, customer experience, digital growth or strategy-to-execution roles.