Pablo Foncillas

Associate Partner
Digitalization and e-commerce

Pablo Foncillas is an associate professor at IE Business School.

Previously, as member of the faculty of IESE, he taught for 10 years Open Executive, MBA, and Executive MBA programs in the Department of Marketing. At IESE, he was also academic director of international in-company programs and founder and co-director of IESE’s Industry Meeting on e-commerce. He has given classes to students from prominent institutions the world over, including NYU Stern, ESE Chile, IDE Ecuador and Universidad del Pacífico, as well as INSEAD-CEDEP, among others in Spain, Europe, and Latin America.

Since the 1990s, Pablo has combined his management activities with academics and consulting in many companies. He has contributed to the growth of multinationals in various sectors (marketing services, food, airlines, utilities, and leisure) and countries, in different positions at local, national, regional, and global levels. Overall, he has helped with the commercialization of more than 200 brands in more than 25 countries, in sales roles and in general management as an integrated member of the executive committee.

Presently, an important part of his work, which includes research and publishing, focuses on the digital environment, how it is enriching commercialization processes and company models, and how these have an impact on company result accounts. He is also specialized in the areas of business communication, commercialization process innovation, the development of strong brands, and sales in environments of consumer goods and service companies.

He is a member of the advisory board of Línea Directa, a think tank of experts, composed of renowned professionals together with company executives, created to foster the transformation of the company.

Pablo is author or co-author of four books (two in 2019, Winners: The method for winning customers in the age of Amazon, in its second edition in 5 weeks since its market release), various cases published by the best business schools in the world, and he is a regular contributor to the media as well as journals on management.

A regular speaker at board meetings and steering committee meetings, he has also been a guest speaker at conferences in different countries on the subjects of e-commerce, omni-channeling, social networks, trends, sales, route-to-market, business communication, and marketing in general. Throughout his career, he has won various EFI awards and was on the panel of judges for the Premios Eficacia (Effectiveness Awards) in 2006, the most highly regarded marketing award in Spain. He has also been judge at the El Sol festival, the most significant competition on creativity and innovation in Spain and Latin America.

Pablo is an associate partner at Globalpraxis.