Madrid · Available globally
Commercial Architect · Scale-Up Executive · Business Transformation Leader
AI Commercial Architecture & Distribution Strategy
Building commercial engines from zero. Converting CAPEX to ARR. Positioning companies ahead of the AI distribution shift — before the market demands it.
They need someone who builds what doesn't exist yet — the commercial engine, the GTM, the P&L structure, the team — and has done it before. Three times. In three different sectors.
I don't inherit a business to administer. I create one that didn't exist. That is the distinction.
AI Commercial Architecture
AI is not a tool. It is a new distribution layer for value.
The way customers discover, evaluate, and buy is being restructured — and most commercial organisations are building for a world that is already ending. I position companies ahead of that shift: redefining where value is delivered, redesigning the commercial architecture around it, and building the revenue streams that AI makes possible before the market demands them.
The Profile
I have spent 24 years building things that didn't exist. Not managing what was already there — creating. At Kalmar, I took an IoT/AI business from zero to a global revenue line, converting a CAPEX-heavy industrial model into a scalable software subscription ecosystem. I designed the pricing architecture, built the P&L from scratch, and ran the GTM across 10+ markets. The result: +2,000% ARR from zero.
At KONE, I institutionalised the Global Key Account Management function from nothing — built the business case, secured Board approval, and scaled it globally. I opened 6 new markets from zero. I architected the Strategic Account organisation for China's €1B+ portfolio. I built the Offshore Gas & Oil business unit from pilot to commercial operations in a sector I had never touched before — DNV classification, ATEX certification, zero prior exposure.
Alonso wasn't just the driver executing the team's strategy. He understood the car from the inside, diagnosed what was wrong with the system, gave the engineers feedback they couldn't see from the pit wall, and changed the direction of the entire programme. His value wasn't only on track — it was in the loop between commercial pressure and technical reality. That's how I operate. I don't just run a sales team — I define the commercial strategy, build the P&L for the board, redesign the go-to-market when it stops working, and integrate the feedback between what customers actually need and what the product can deliver.
AI is not a tool. It is a new distribution layer for value.
The way customers discover, evaluate, and buy is being restructured — and most commercial organisations are building for a world that is already ending. I position companies ahead of that shift: redefining where value is delivered, redesigning the commercial architecture around it, and building the revenue streams that AI makes possible before the market demands them.The commercial architecture changes. The discipline of building it does not.
Most commercial leaders are experts in one sector. I am an expert in the mechanism that makes commercial organisations grow — regardless of the sector label. Recurring revenue models, subscription architectures, long-cycle enterprise sales, high-stakes negotiations across four continents: different contexts, one consistent proof point. Enter a new environment. Deliver measurable results before the expertise is 'complete'. Understand the system, diagnose where it breaks, build the engine that scales. Pharma, Energy, Industrial, Media, Consulting, Tech.The vocabulary changes. The discipline does not.
Six transitions. Three business units from zero. Four continents. The pattern is not coincidence — it is a methodology. I enter unfamiliar environments, read the structural dynamics others miss, build the narrative that makes change inevitable, and execute until the business runs.
"I am not a sales leader who got promoted. I am a Commercial Architect — someone who defines the strategy, builds the P&L for the board, redesigns the go-to-market when it stops working, and integrates the feedback loop between what customers need and what the product can deliver. At Kalmar I didn't inherit a business — I created one. That is the distinction."
What I Build
My capabilities span software subscription and upsell models, XaaS pivots, and complex B2B businesses built on physical products and technical services — including large industrial organisations like KONE. The method is consistent: design the system, build the P&L, scale the team.
Proof of Work
How I Engage
I am open to conversations about full executive roles and fractional or advisory mandates. What matters is that the mandate is real and the accountability is measurable.
VP Commercial · CCO · CDO · Business Development Director
If you need a permanent executive who owns the full commercial mandate — strategy, P&L construction, team, and execution — from day one.
Scale-Up Advisor · Fractional CCO · Board Member
If you need senior commercial leadership without a full-time hire — transformation programmes, go-to-market design, or board-level advisory at a critical inflection point.
24 Years. 6 Transitions.
"Six transitions. Six new environments. Measurable results in all of them. This is not a gap in focus — it is a proven mechanism for entering unfamiliar territory and performing at senior level."
Advisory & Ventures
How I Lead
My leadership is not built on formal authority. My strongest proof: the China mandate at KONE — no formal authority over the local organisation, yet delivering a complete transformation in a context of maximum cultural complexity, cross-cultural dynamics, and C-level stakeholder management.
I build influence through clarity, data, and credibility. Every business unit I've built started with no playbook, no precedent, and sometimes no sector experience. The assessment below is peer-reported — not self-assessed.
Peer-assessed — Not self-reported
What Colleagues Say
He is one of the forerunners in Key Account Management area, having successfully developed KAM practices and skills in KONE with measurable benefits and impact... very respected for his ability to support others in getting their sales skills and competencies to the next level.
Experienced, action driven and energetic... I was impressed with Alex' ease of communication and ability to translate his long field experience into global strategies that can match in a multitude of markets. His dedication and energy is contagious.
Alejandro knows very well China culture and understands the differences between China and Western way of working... a Strategic thinker who is able to work hands-on in the field and master End to End Thinking.
He is very quick at picking up things, great with the numbers... I also remember Alejandro for having many ideas how to improve the operation and where efficiencies could be found. If you want things done, Alex is the kind of employee you want to have.
Where I've Operated
"Sector knowledge is acquired in months. The ability to transform a commercial organisation takes years. I bring the latter — and I am ready to bring it anywhere."
Let's Talk
I am open to conversations about executive roles, fractional mandates, advisory positions, board memberships, and speaking engagements. If you have something to build, transform, or scale — I want to hear about it.