Jorge Sanz Serna

About

Growth, go-to-market and expansion operator with 12+ years of experience building and scaling businesses across Europe and Latin America. Led market launches, commercial expansion and strategic partnerships for startups, scaleups and global organizations including OYO Hotels and Real Madrid. Founder of Insidology, a multi-country education, events and community platform reaching 20,000+ participants across Europe and Latin America. Experienced across hospitality, creator economy, wellness, education, communities and consumer businesses—combining strategic thinking, commercial execution and community-led growth to unlock new markets, partnerships and growth opportunities.

Experience

• Fractional Growth & Expansion Partner · Europe, US, LATAM & Remote10-01-2024

  ● Serve as a fractional growth and go-to-market partner for founders and leadership teams, helping businesses accelerate growth, improve positioning and scale commercial operations. ● Supported founders and leadership teams across creator economy, wellness, hospitality, education and community-driven businesses. ● Designed GTM strategies for startups across education, wellness, experiences and service businesses. ● Built scalable sales and partnership frameworks to support growth beyond founder-led sales. ● Developed ICPs, positioning strategies, outbound systems and customer acquisition processes. ● Structured commercial operations, CRM systems and KPI dashboards to improve visibility and conversion performance. ● Supported founders through launch planning, pricing strategy and revenue growth initiatives. ● Recent engagements span creator economy, wellness, hospitality and community-driven businesses across Europe and Latin America.

• Founder & Managing Partner · Insidology02-01-2021

  Built and scaled a multi-country education, experiences and community platform reaching 20,000+ participants across Europe and Latin America through B2B programs, live events and digital products. ● Designed and executed the company's go-to-market strategy, business model, partnerships ecosystem, pricing structure, customer acquisition strategy and expansion roadmap. ● Delivered 50+ corporate programs for organizations including Google, Meta, Philip Morris, Nivea, Dove and Rappi. ● Built a community of 20,000+ participants across digital products, live experiences and corporate programs. ● Produced 30+ large-scale events, workshops and festivals across 10 cities and 6 countries. ● Developed strategic partnerships with creators, brands, facilitators and corporate clients across multiple markets. ● Led all business functions including growth, partnerships, sales, operations, product design and customer experience.

• Vice President · HSMAI (Hospitality Sales and Marketing Association International)07-01-2020 – 07-01-2022

  ● Collaborated with public and private sector leaders to strengthen hospitality industry performance and innovation. ● Facilitated strategic discussions around tourism growth, customer experience, retention and operational excellence.

• Hub Head (General Manager, Southwest Region) · OYO Hotels - Mexico04-01-2020 – 02-01-2021

  ● Full P&L ownership of 61-hotel portfolio. ● Led commercial and operations teams responsible for acquisition, revenue growth, and retention. ● Achieved Best Region in LATAM across EBITDA, NPS, and sales productivity. ● Structured regional sales strategy and performance tracking. ● Managed escalations and high-value partner negotiations.

• Senior BD Expansion Manager · OYO Hotels - Mexico11-01-2019 – 04-01-2020

  ● Opened new markets across Mexico. ● Built and led 27-person sales & operations team. ● Achieved fastest portfolio growth in Americas (+15 hotels/month). ● Reached breakeven in record time across multiple regions. ● Owned full sales funnel from prospecting to closing.

• Senior Business Development Manager · OYO Hotels - Mexico06-01-2019 – 11-01-2019

  ● Launched operations in 6 major cities (Mexico City, Cancún, Querétaro, Guadalajara, Monterrey, Tijuana). ● Built commercial and operations teams (up to 15 people per city) from scratch. ● Delivered record-breaking sales and partner acquisition performance.

• Commercial & Marketing Director & Co-founder · SAGA Sports (Marketing Agency)09-01-2016 – 06-01-2019

  ● Co-founded a sports marketing agency focused on sponsorship activation, strategic partnerships and commercial growth. ● Served as commercial representative for Real Madrid in Mexico. ● Negotiated sponsorship, licensing and partnership agreements. ● Built commercial relationships with leading brands, sports organizations and media partners. ● Closed strategic agreements involving Liga MX, Ironman, Spartan Race and multinational sponsors.

• Senior Consultant · Michael Page11-01-2017 – 05-01-2019

  ● Launched FMCG & Chemicals division across Mexico. ● Managed business development, key account acquisition and team leadership. ● Built and led team of 6 consultants. ● Achieved 37% year-over-year revenue growth. ● Developed strategic relationships with multinational organizations across Mexico.

• Sales Manager · Mero Mole - Hero Guest02-01-2017 – 10-01-2017

  ● Advised hospitality groups on growth strategy, customer acquisition and commercial performance. ● Generated MXN $15M in revenue within seven months. ● Worked with clients including Marriott, Alsea and Grupo Presidente.

• Protocol & Institutional Relations · Real Madrid Club de Fútbol09-01-2012 – 02-01-2017

  ● Managed relationships with key institutional stakeholders, sponsors, governing bodies and strategic partners. ● Represented the club in national and international events and coordinated high-profile institutional initiatives. ● Managed relationships with FIFA, UEFA, sports federations and government institutions. ● Coordinated executive-level stakeholder engagement and partnership initiatives. ● Led planning and execution of institutional events, VIP experiences and official ceremonies. ● Managed teams of up to 30 people during major sporting and corporate events.

Education

• Universidad Europea - Real Madrid Graduate SchoolMBA, MBA – Sports Management (English)
• Universidad CEU San PabloB.A., B.A. in Advertising & Public Relations
• Universidad CEU San PabloB.A., B.A. in Journalism
• Chamber of Commerce Institute, MadridCertificate, PR, Protocol & Event Organization
• PUC Rio Grande do Sul, BrazilExchange Program, Exchange Program in Advertising & PR

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