Marketing · Communications · Brand
Twenty years turning reputation into measurable results.
×4
RCD Espanyol's community
From 2 to 8 million followers in three seasons.
1st
LaLiga club broadcasting in Chinese
I launched Espanyol Media, and from there we put the academy and the women's team on air.
11
Years at Alcon and Novartis
I built the communications department from scratch and joined Iberia's Executive Committee.
48 h
From crisis to answer
An institutional campaign left us out. We answered with Feel the Colours and earned several million euros in coverage.
20+
Years leading teams
In-house and agency teams, across three industries with nothing in common.
01How I work
Reputation isn't declared. It's built through consistency and proven with data.
A crisis is an opportunity if you read it in time. Accepting the frame drawn by others just to compete is starting out already losing. Build your own playing field and change the questions.
02Where I make an impact
Brand and narrative in elite sport.
I led the global communications and brand plan for RCD Espanyol, including the launch of Espanyol Media. Today I sit on the board of the club's private Foundation.
Communicating where the evidence sets the rules.
I came up through Novartis. Then I built and led Alcon's communications department in Spain and Portugal, with a merger, a spin-off and an IPO along the way.
From media management to strategic communications and marketing.
I make the call with the data in front of me, then add the part the data can't give you. Master in Internet Business from ISDI.
03Impact cases
RCD Espanyol · 2020–2023
×4
A 300% larger community: from 2 to 8 million.
I had already left the club when its supporters' associations gave me their silver badge. The club's write-up
Alcon · Novartis · 2009–2020
From zero
From zero to an established department, a seat on the Executive Committee and an international center of excellence up and running.
Novartis → Alcon · spin-off and IPO
Spin-off & IPO
The same story all the way from the merger to the IPO.
"Feel the Colours" campaign · 2023
Read the full case →×10
The video passed five million views, ten times the original campaign, with coverage at home and abroad, all of it done in-house.
04Profile
From RTVE to Alcon, from the Iberia Executive Committee to the RCD Espanyol dressing room. I've learned that the message that convinces a shareholder is the one that moves a supporter: true, clear, and not rewritten every season.
Always look where the spotlight isn't pointing, and work a little magic into it.
ISDI
Master in Internet Business
Top 10 of my class and best project of the edition.
EAE Business School
Master in Corporate Communications
Reputation and media relations.
UAB
Degree in Audiovisual Communication
Roots in media and storytelling.
Teaching
Professor at IL3 (University of Barcelona) since 2019 and at ISDI since 2025. I also taught at UNIR.
I design and protect an organization's narrative: I align the internal, the commercial and the financial message, turn reputation into a measurable asset and build owned brand instead of depending only on paid media. I have spent twenty years doing it in organizations that operate under pressure and public scrutiny, from professional sport to regulated industries such as health and pharma.
I read a crisis as an opportunity and answer with creativity and speed. With Feel the Colours we replied with a playing field of our own that changed the original question: in 48 hours we built a platform open to every sport in Catalonia, and it generated several million euros in earned media coverage, national and international.
05In the press
My own articles and analysis on LinkedIn.
06Notes
07Facts & Figures
I lead marketing, communications and brand from Barcelona. Twenty years inside organizations that operate under pressure and public scrutiny: elite sport, regulated industries and digital transformation.
Strategic communications, omnichannel marketing and crisis management. Above all, in connecting what gets said with what the business actually needs.
Between 2020 and 2023 I was the club's director of communications, brand and institutional relations. I designed its first global communications and brand strategy, launched Espanyol Media and we grew the community fourfold, from 2 to 8 million. We became the first LaLiga club to broadcast its academy and its women's football in Chinese. What worked was giving the club a voice of its own, one its people recognized as theirs. Today I am a board member of the club's private Foundation.
I built Alcon's communications department from scratch, led Spain and Portugal from the Executive Committee, got the Experience Center off the ground and steered the narrative through the spin-off from Novartis and the IPO.
An institutional campaign left us out of the picture. In 48 hours we answered with a platform of our own, open to every sport in Catalonia: several million euros in earned media coverage, national and international. We changed the questions and proposed a new playing field.
Eleven years at Alcon and Novartis and two as global director at MEDSIR: thirteen years communicating where the evidence and the regulator outrank the message.
I have taught at IL3 (University of Barcelona) since 2019 and at ISDI since 2025. I also taught at UNIR.
Write to contacto@sergioaguilar.es or find me on LinkedIn, at /in/saguilarcom. I answer myself.
