Luis
Ferrándiz

Professor of the Practice of Management of Marketing

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

Luis has nearly three decades of professional experience, with over 25 years dedicated to the digital industry. He specializes in developing and implementing digital strategies for large companies across various sectors, both nationally and internationally.

His career began as an intern at Bain & Co. before moving on to roles in Sales and Marketing at Johnson Wax. In 2000, he joined Yahoo! during the digital boom, later transitioning to TPI as head of business development.

In 2006, he founded ADN, a prominent digital company in Spain that was acquired by KPMG in 2014. Following this, he led the creation of KPMG's Digital Services division and later joined McKinsey to oversee Digital McKinsey in Spain and Portugal.

Luis has extensive experience in digital transformation programs, specializing in Agile organizations, digital marketing strategies, and innovation initiatives across various industries such as banking, insurance, retail, and energy.

Additionally, he is a professor at IESE Business School and actively involved in advising multinational companies and mentoring at Endeavor.

Luis also serves as president of Jakala in Iberia and Latam, a leading technological marketing company.

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

VILLANUEVA, J., INIESTA, F., DE TORO, J. M., FERRÁNDIZ, L. (2024). Cleardent: hincando el diente al mercado. IESE, M-1410. 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.

Technical Notes

FERRÁNDIZ, L., VILLANUEVA, J., SIMARRO, S., FERNÁNDEZ-VELILLA, R. (2024). Search Engine Marketing (SEM). IESE, MN-422. FERRÁNDIZ, L., VILLANUEVA, J., SIMARRO, S., FERNÁNDEZ-VELILLA, R. (2024). Search Engine Optimization (SEO): Análisis y relevancia. IESE, MN-421. 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.