Madrid-Advisory-Board

Alvaro Del Castillo - Founder & CEO, TAPTAP Digital, Spain

Alvaro del Castillo is TAPTAP’s founder and CEO.

Alvaro has had over 20 years’ experience in digital business, and more particularly in martech and adtech. As an avid entrepreneur, Alvaro co-founded and sold his first e-commerce company, Boston-based Globile.com in 2001, and since then he held senior positions in Havas Media Group and Jumptap, a US-based mobile advertising network (acquired by Millennial Media).

Alvaro founded TAPTAP in 2010 and guided the company through the development of the Sonata Platform and its global expansion. The Sonata platform leverages quality location signals (Sonata LQI) to offer large advertisers location intelligence for audience profiling, advertising campaign activation and online and offline attribution. TAPTAP is experiencing hyper-growth and is currently present in 9 markets within Europe and the Americas.

Rafael Martinez - DAN Programmatic Leader & Head of AMNET Iberia & SSA, Dentsu Aegis Network, Spain

Rafael Martinez is in charge of the Programmatic Team at Dentsu Aegis Network, leading the operations of Spain, Portugal and SSA.

Even though he studied biology, Rafael joint the digital marketing industry more than 15 years ago. To have a better overview of how companies work (he knew about ecosystems) he completed his education with an MBA at the University of Navarra (IESE).

In the digital industry, he spent most of his time on the agency side, working for Havas, WPP, Publicis and now Dentsu Aegis Network, but he has also the advertiser point of view as he worked for Vodafone for 3 years. Rafael completed his experience by leading the Digilant’s Spanish operation, (Digilant is an independent Trading Desk).

He loves to be in contact with new technologies and he thinks that data is the fuel that makes everything happen.

Marc Ginjaume Gomez - Country Manager, Zeotap, Spain

Marc Ginjaume Gomez has been linked to the digital and technology world since the beginning of his professional career. After graduating as a Bachelor and Master in Business Administration and Management from ESADE, Marc joined Google EMEA as Key Account Manager, moving to LATAM years later to continue growing as an Agency Relationship Manager in the region. Then, he moved to LinkedIn as Head of Business Development in LATAM, Spain and Portugal.

After his international experience in large internet companies, he has joined zeotap, a technology & data startup, as Country Manager for Spain, with the mission of democratizing the deterministic data in the mobile advertising industry.

Jorge Hayes - Partner, Conento, Spain

Jorge Hayes is currently Partner at Conento, the leading Spanish independent Business & Marketing Analytics firm, with almost 50 employees, serving numerous blue chip clients in over 25 markets worldwide, and Advisor to other companies that wish to grow their business in Spain or internationally.

Highly experienced Company Director, born and educated in the UK (Cambridge University), Jorge began his career on the client side, with international Brand and Marketing Management roles with the Seagram company, followed by Management and Marketing Consultancy experience with the KPMG firm in London and Madrid.  

Based in Madrid since 1988, he has managed and grown 6 different Marketing, Advertising and Analytics companies, including multinational and Spanish businesses, and worked for over 200 leading clients across all business categories.

Erik Haggblom - CEO Carat, Dentsu Aegis Network, Spain

Erik Haggblom is the CEO of Carat España network, brand of Dentsu Aegis Network. 

After a stint in the petrochemical industry, Erik has been working in online media and online advertising for the past 16 years. He participated in the launch of the affiliate network TradeDoubler, starting-up in Sweden and moved in 2005 to the Dentsu Aegis Network in Spain, where he has held several positions ever since.

Erik has a MSc in International Business from the Gothemburg School of Economics and Executive and an MBA from Instituto de Empresa in Madrid.


Alfonso Calatrava - Marketing Science Regional Lead Iberia, Facebook, Spain

Alfonso Calatrava is Marketing Science Regional Lead Iberia for Facebook.

In his current role, he is responsible for all advertising effectiveness measurement projects developed by the company in Spain and Portugal, being strongly focused on helping the industry to improve measurement standards for digital media in the region.

With more than 12 years of experience in research and analytics, Alfonso has had the opportunity to work for some of the most renowned tech companies worldwide like Google, Twitter and now Facebook, what helps him to develop some broad and deep understanding of the whole digital ecosystem.  He is a frequent speaker in industry forums and also collaborates in different academic projects with both Universities and International Business Schools.

Javier Oliete - Managing Director, Neo@Ogilvy, Spain

Javier Oliete is the Managing Director of Neo@Spain SA, the Performance & MarTech Agency born in Ogilvy and now under MindShare (WPP Group).

He joined Ogilvy group in 2003 managing CRM strategies. As an intrapreneur, he created Neo@Ogilvy from scratch in 2007, building MarTech Ecosystem solutions for a wide number of companies in different sectors such as Retail, Travel, Telecom, Fashion, Real Stat, etc.

Javier graduated from Valencia University, has a Master in Marketing from ESADE and a Lean Practitioner certificate by European Lean Institute.

He is married, with three kids and is a keen runner.

Macarena Estevez - CEO & Founder, Conento, Spain


Macarena Estevez is the CEO and Founder of Conento, a consulting firm assisting clients in making strategic decisions, through the formulation of explanatory econometric models, with a number of unique mathematical algorithms and with the development of computer applications.

In recent years, Macarena’s professional career has focused on the creation, leadership and management of an outstanding team of professionals with a multidisciplinary profile, highly involved in each of our projects as well as committed with the principles of responsibility, generosity, honesty and customized solutions, which govern our daily activities.

Macarena has a Bachelor’s Degree in Mathematics (Autonomous University of Madrid), an MBA from ESDEN Business School, Madrid, majoring in Marketing and a PhD in Statistics and Econometrics (University Carlos III of Madrid).