My professional profile

1. Marcos Carmena León
marcos@smedialab.com – TWITTER @marcmad Phone: +34 670794769
Avda. Mallorca, 6 - Las Rozas, 28230 Madrid - Spain
Professional Profile
Highly motivated senior professional, abstract problem solver and strategist with demonstrated success
in the sales, channel development, marketing, communications and business development areas. Expert
ability to translate complex technologies and products into creative, compelling business propositions at
C-Level. Additionally:
 Proven ability to identify, develop and  Creative thinker, self-starter and
motivate employees and business decision-maker.
partners, with experience managing  Dedicated, highly energetic and results
international virtual teams. oriented.
 Demonstrated success in defining,  Excellent knowledge of Spanish ICT
setting up and managing sales market and its key players.
channels.
Professional Experience
Social Media Lab, Madrid, Spain – New Media industry
Founder 11/2008-Present
I have set up an initiative which it is focused in several areas:
 To play a supporting role for entrepreneurs helping foreign Web 2.0 entrepreneurs to build its
business abroad.
 To help organizations at C-level to adapt to the demands of a web enabled, global business
world by reinventing their strategy processes to focus on external collaboration and innovation.
We are committed to discover, analyze and share best practices on Web 2.0 for building
organizations to succeed in a global and networked world.
 To watch essential business processes brands and cultures challenged by the networked world
and how it is changing customer and employee social and business behaviour.
 The promotion of Web 2.0 and Social Media trends also forms an integral part of our activities.
COLT Telecom, Madrid, Spain – Telecommunications industry
Director - Media, Industry and Business Services 1/2007-1/2009
As a senior officer, started, organized, and managed a highly profitable solution-based business around
the main companies of these sectors with the P&L area ownership. Managed directly the sales,
marketing, professional services, customer services and operations dedicated teams. Participation in the
coordination of international clients. Founder member of the European Media business practice with the
responsibility to define a strategic plan in this area.
Key Accomplishments:
 Fiscal year 2007 sales target was almost €48 millions. Sales target achieved: 194%.
 Global account director for a TOP FIVE worldwide media & advertising group.
 Development a training plan for business value propositions design to C-level customer audience,
with the participation of all the European sales force.
 Wining the biggest and complex ICT outsourcing project for a TOP FIVE worldwide media &
advertising group at European level
COLT Telecom, Madrid, Spain – Telecommunications industry
Midsize Market Sales Director 1/2005-1/2007
Managed Midsize Segment in Madrid and Channel & Partner sales at national level. Member of Spain
senior management team. In charge of supervision of sales team and the sales channel and coordination
of marketing campaigns. Appointed as European team leader to set up the channel framework across 10
countries working directly with local managing directors. Directly supervised 15 professionals.
Key Accomplishments:
 Fiscal year 2006 sales target was almost €35 millions. Sales team target achievement results: 126%
 Build Relationships with key customers in several vertical markets
 Set up Telesales at national level, aggressively pursuing new customers and securing contract wins.

2. COLT Telecom, Madrid, Spain – Telecommunications industry
Indirect Sales Director 1/2003-1/2005
Established and managed a new division of Channel & Partner sales at national level. Member of
management team charged with sales, account management, supervision of sales team and the sales
channel, and coordination of channel marketing campaigns. Established and developed commercial
relationships with hardware and software Integrators, distributors and key consultants in the Telecom
and IT industries. Developed with operations, finance and customer services department’s internal
processes for working with sales channels. Directly supervised 7 professionals.
Key Accomplishments:
 Secured a record-setting 46% average annual growth in the first year alone. Achieved €4.7 millions
in sales. Fiscal year 2005 sales target was almost €11 millions with achievement results: 103%.
 Designed and introduced a complete channel framework, including sales compensations plans, co-
marketing plans, product and sales training and reporting tools (extranet).
 Opened up sales channels at national level, aggressively pursuing new partners and securing
contract wins with them.
COLT Telecom, Madrid, Spain – Telecommunications industry
Business Development Director 3/1999-1/2003
Established and managed a division of business development and strategic alliances. Responsible for
new services offering and market development. Interfaced with all appropriate sectors including
businesses, customers, universities, state agencies and local municipalities in order to detect business
opportunities and partnerships. Established and developed relationship with hardware and software
vendors, ASPs, telecom operators and key consultants in the Telecom and IT industries. Developed
methods, techniques and evaluation criteria for obtaining results of new business opportunities. Strategic
planning at local level. Directly supervised 3 professionals.
Key Accomplishments:
 Signed a commercial agreement at group level to extend and sell our voice & data services to South
America key Carriers, installing a Point of Presence in Florid, USA.
 Develop and execute a strategic plan to launch the Data Center business unit.
 Develop and execute a strategic plan with the final result of setting up a Channel sales unit.
 Fascinating entrepreneurial experience as part of the initial team selected to lead the creation and
introduction of COLT Telecom in Spain and Portugal.
Sun Microsystems, Madrid, Spain – IT industry
Senior Manager - Corporate Marketing 7/1997-3/1999
Main responsibilities include marketing programs, advertising, public relations and web marketing.
Responsible for designing demand generation campaigns. Responsible for creating the ROI, goals and
success criteria for all campaigns; defining and executing Sun major events. Worked closely with sales
and product marketing. Responsible for defining, managing, and launching local Web site. Marketing
quality processes team leader. Directly supervised 7 professionals and up to 5 marketing support
agencies.
Key Accomplishments:
 Established the infrastructure to execute massively demand generation campaigns.
 Developed a strategic communication plan for positioning Sun as mayor player in the Spanish
market getting excellent results in publicity generated.
 Defined a customer relationship program for top Sun customers which included VIP events,
corporate visits to HQ at USA.
 Launched the first Java Expo event. More than 3.500 visitors & 40 business partner exhibitors
investing Sun just 30% of the total cost due to the successful partnership plan execution.
Sybase, Madrid, Spain – IT industry
Marketing Director - Spain and Portugal 1/1995-7/1997
Responsible for planning, budgeting and sales forecasts. Main responsibilities included solutions
marketing, product marketing, marketing communications and channel marketing. Directly supervised 4
professionals and up to 3 marketing support agencies. Knowledge included all the range of Sybase's
products, from development tools to the enterprise databases and software middleware.
Key Accomplishments
• Established the Marketing infrastructure for Spain and Portugal Operations
• Developed business relations with strategic Volume distributors and establishes a channel
infrastructure recruiting targeted VAR´s and SI.

3. • Appointed as member of the European Marketing Committee representing the following countries:
Sweden, Italy, Belgium, the Netherlands and Spain
• Received an award thanks to my contribution in the Sybase's European Users Group
Ketchum Communications, Madrid, Spain – Marketing industry
Senior Account Manager 3/1992-1/1995
Responsibilities included publicity generation; media tour co-ordination, analyst relations, trade shows,
corporate communications, speaking platforms and direct marketing. Also developing effective external
communications and marketing solutions for local, national and international audiences. Worked for IT
accounts like Microsoft, SEGA, Ambra (IBM PC subsidiary), AST Computer, Sybase, SAP, Informat IT
Show, ETRE Conference. Responsible for co-ordinating the Press Centre at Informat – Barcelona IT
Trade Show (1994, 1995) and managed the Press Office at ETRE Conference (1994, 1995).
Key Accomplishments
• Involved with Microsoft during two years both in public relations and media management.
• Managed the SAP Press Office in Portugal and Latin America, hiring two local PR agencies.
• Involved with Sybase during three years both in public relations and marketing support.
Personal Skills
A self-motivated, high energy individual with excellent interpersonal and communication skills and a
strong positive attitude. Detail oriented, well organised, and effective in managing numerous tasks
simultaneously. Effective under pressure and able to meet tight deadlines. Personal strengths include
strong ethical values, deep intellectual curiosity, ability to reach quickly to the root of a problem,
tolerance for frustration and strong sense of empathy and humour.
Education
IESE, Madrid, Spain
Management Development Program (PDD), 2006
CEOE, Madrid, Spain
Master of Arts in Business Communications, 1992
European University, Antwerp, Belgium
BA in Business Communications and Public Relations, 1991
Professional Development
ESADE Business School IE Business School
- “Managing the Changes” executive - “Corporate Finance” executive program
seminar - 5th Forum of the Audiovisual Industry
IESE Business School Massachusetts Institute of Technology
- “Leadership Management” executive - “Business for Strategies the Global
seminar Internet Economy” executive seminar
- “Analysis and Decision making” In-House Training Programs (Sun
executive seminar Microsystems, COLT Telecom, Fidelity
- “Working effectively in Matrix Investments)
Organizations” executive seminar - Presentation skills, integral Control
- In-House executive Program for COLT panel, Corporate strategy planning,
management team (2007-2008) Project Management, Strategic sales,
Negotiation skills
Languages Computer skills
Knowledge Level
English - Fluent  ERP´s (User), Data Base (User) , MS
Spanish - Fluent
Excel (Advanced) , Internet tools
Moderate knowledge of French and Portuguese
(Advanced), MS Project (User) , MS
PowerPoint (Advanced), MS Word
(Advanced)
Professional Awards
- ECHO INTERNATIONAL AWARDS (DIRECT MARKETING ASSOCIATION) — “SURVIVAL Y2000 KIT",
2000 http://tinyurl.com/6yycyq
- CRESTA INTERNATIONAL Advertising AWARDS (INTERNATIONAL ADVERTISING ASSOCIATION)
— “SURVIVAL Y2000 KIT", 2000 http://tinyurl.com/5w6gz2
- FECEMD Silver award to the best campaign of direct marketing of the year – “KIT DE
SUPERVIVENCIA AÑO 2000” http://tinyurl.com/6krfxb