Digital projects don’t fail
because someone forgot a tool.
They fail when nobody
owns the whole thing.
I’m the person who owns it. I start from the business problem, work out what actually needs to happen, and coordinate the people, technology and decisions until it ships. Madrid — working in English and Spanish, with clients in Spain and internationally.
Not a service list. The four
situations people call me about.
A digital project with no owner
There are people, tools, budgets and a deadline, and nobody holding the whole thing together. I do that — scope, sequencing, stakeholders, delivery.
A project that has stalled
Late, drifting, over scope, or quietly abandoned. Short diagnostic first, then an honest recommendation about whether I should stay on to finish it.
A business that needs a digital decision
Where you are, what is actually broken, and what is worth doing next — with the reasoning, so you can disagree with it.
A web or ecommerce build that has to work
Architecture, coordination and delivery through to launch and handover — including the infrastructure questions most people find out about too late.
Three numbers, from three
different kinds of project.
Delivered on InmoYael, with 82 client feedback points executed and a staging-to-production migration
On the EuroDataes site I rebuilt — 304 of those sessions organic, with no paid advertising running
Google Business Profile interactions recorded by Kissaten during the engagement
Every figure on this site is linked to the project it came from, with the period and the source named. Where a result cannot be attributed to my work, the case study says so.
Six projects. Six different
kinds of problem.
EuroDataes
They asked for social media. I proposed the website, because the money was in the empty desks.
InmoYael
40+ pages, a live CRM dependency and a migration that had to work. It did not end well, and the page says so.
Kissaten
A gold mine with no signage — and two editions of a barista competition I sponsored into existence.
Gentlecan
Eight years trading, almost invisible in search. I did not design their site — I made it findable.
Femia
My own consultancy — and where the discovery process I use on everything else comes from.
Aleiram Fotografía
Someone else builds it. I decide what it needs to do. In progress, no results to quote yet.
An unusual route
to the same table.
Engineering taught me systems. Operations taught me constraints. International leadership taught me people. Project management taught me delivery. Digital and entrepreneurship taught me where the value actually sits.
Most digital projects do not fail on technology. They fail on the handover between all of the above. That gap is where I work.
Have a digital project
that needs someone to own it?
Tell me what you are trying to build, fix or figure out. I reply to every enquiry, usually within two working days.