Université Panthéon Sorbonne (Paris I)

Universidad Autónoma de Madrid

Entrepreneur, enthusiastic, doer.

Greater Madrid Metropolitan Area

In 2015 I co-founded ApetEat and became its Chief Executive Officer, exiting the business in Q4 2022. Nowadays, I advice the Board regarding strategy, sales & fundraising.

ApetEat is an e-commerce / PaaS (Platform-as-a-Service) technology company catered to helping organizations become more competitive by offering their employees the benefit of eating healthy and sustainable food on a daily basis.

ApetEat

Co-Founder & Advisor

As the CEO, I raised +3M€ from Family and Friends, Business Angels and VCs (All Iron & Big Sur) ultimately leading to scaling the company to:

-  +5M€ in revenue (cumulative).
-  +50 employees in 2 locations: Madrid and Barcelona.
-  +1MM meals delivered to +30k customers across +3k companies.
-  Expansion of the digital canteen model to physical canteens (i.e. ApetEat corners) closing partnerships with Amazon & Bristol Myers Squibb corporate offices.
-  +3,000kg of food donated

My responsibilities included:

-  Raising 4 funding rounds to execute on the idea, develop the concept and scale the company from 2 employees in 2015 to +30 employees in 2022; from 0€ to 1.5M€ in yearly revenue.
-  Building and monitoring alongside the CFO our financial models and performance (forecast, P&L, cash flow, balance sheet, etc.).
-  Establishing and monitoring alongside the Management Committee the business and financial goals as well as the tools and mechanisms to achieve them (OKRs, getting things done methodology,  Tableau, Analytics, etc.).
-  Creating periodic reports for internal (employees) and external (investors) stakeholders summarizing the performance and the prospects of the company (unit economics, best practices, learnings, milestones, etc.).
-  Managing on behalf of the company all the PR & Media events
-  Fostering coo-petition amongst all business units by establishing collaboration frameworks and roadmaps with shared goals ultimately aiming at optimizing the overall performance of the company. - Creating and developing the value proposition, the storytelling and the B2B commercial tools to prospect the market for each phase of the sales funnel.
-  Empowering employees' careers and personal growth by building the right culture, as well as by establishing the mechanisms and tools to support them (company principles and values, performance plans, feedback reviews, goal setting exercises, 1-1s, communication guidelines, team-building events, monthly all hands).

Co-Founder & CEO

- Business development: Focused on new key accounts acquisition and partnerships development, my main goal was to introduce the new and disruptive business value proposition developed by Ofertia for the Spanish retailer market.

-  Client management: Developing and maintaining the installed base to get them engaged in a long term relationship, achieve their goals together and help them become best-in-class in their industry. Some references: Aldi, Orange, Carrefour, Prenatal, Media Markt etc.

-  Processes development & implementation – Since I joined Ofertia one of my main responsibilities was leading several projects to professionalize and optimize the environment of the sales and marketing department: SugarCRM implementation, sales cycle definition (KPIs), sales kit & sales funnel optimization, market segmentation, inbound marketing strategy definition, etc.

Ofertia

Business Development Manager

- Business unit management: My main responsibilities were: new business development, installed base cross and up-selling, processes development and implementation, pipeline and forecast control and human resources management of a 10 sales consultants team.

-  Project management and supervision: Direct sales and marketing solutions for, mainly, ICT, Engineering and Manufacturing industries: balanced scorecard management, KPIs definition, client management, reporting, team performance management.

-  Start-ups evaluation and operational support: Opening the Spanish market to foreign start-ups and internationalizing Spanish companies on their different growth stages: financing seeking, experts workshops, sales and marketing processes development and implementation, sales and marketing operations.

IVC International Venture Consultants

Team Lead, B2B Sales & Marketing Services

Specialized in analyzing startups and ICT companies to improve their business model and accelerate their sales in a results oriented way. Reporting directly to the CEO’s, Country Managers or CMO’s of my clients and sharing with them their objective of new business, we defined and launched specific marketing and sales campaigns, depending on their needs.

Pablo Dezcallar