Mahou San Miguel had launched a new home service to test a new business model. The goal was to grow it without breaking the experience, and to find out if adoption went beyond early users and if the operation could handle expansion.

I joined after launch and owned its growth: go-to-market, ecommerce, product backlog, and the partner network that made expansion possible.

• Defined user stories and prioritized the product backlog with the dev team, based on data and user research.
• Iterated the value proposition, the service and the ICP from user feedback and market response, testing offers and messages to improve conversion.
• Moved the media plan from awareness to performance: digital, influencers, email, OOH and in-store.
• Standardized the service with 25 technical partners before opening new provinces, so the model was replicable.

NGOs don't lose grants for lack of calls, but for lack of a system to manage them: scattered calls, no central documents, missed deadlines. In 2024, Spain distributed over €41bn across 71,000+ calls. We identified this at CINK Venturing's hackathon (September 2025), won first prize, and got direct access to the NoCode4Culture incubation.

Co-founder (marketing, strategy, sales): problem research, NGO interviews, product definition, pitch and user validation.

• Defined the value proposition from benchmark and interviews: grant search on autopilot.
• Researched pricing and willingness to pay.
• Built a functional prototype with three core features: grant explorer, status tracker, document manager.
• Pitched at demo day and captured leads through Typeform.

A functional prototype in three months, and NGOs interested in testing it.

Discovery, value proposition and functional prototype, ready for beta. What was left to test with real users: whether NGOs understood the value proposition, were willing to use it, and whether it met their expectations of solving the problem.

From leading the growth of an ecommerce and developing new beverages at Mahou San Miguel, to creating my own professional development hypothesis. A year outside the office to explore, contribute and learn by experimenting in different contexts, turning experiences into new skills. With finite time and money I couldn’t do everything, so every choice meant discarding something.

• Validated the hypothesis before committing: does it solve something real, is it viable, is there demand for the profile.
• Benchmarked over a dozen alternatives (volunteering, languages, travel and work, training, entrepreneurship) with online research and informal interviews.
• Set one decision criterion: each experience had to create impact for others, take me out of my comfort zone, and teach me something new. Otherwise it stayed out of the roadmap.
• Ran the experiences, each tied to a skill: Ruta Inti (adaptability), Camino de Santiago with two NGOs (user research), volunteering in Lithuania (project management), Cink Venturing incubator (MVP and validation).
• Launched it as a product: defined the channels and the narrative, and built the site myself with Claude Code.

I strengthened my skills and self-knowledge, contributed to others along the way, and prepared myself for the product manager role by combining soft skills with technical product skills and AI.