Marketing · Communications · Brand · Barcelona
Twenty years turning reputation into measurable results.
×4
RCD Espanyol's community
From 2 to 8 million in three seasons.
1st
LaLiga club broadcasting in Chinese
From 2M to 3.7M in a single season.
€6M
Earned media, "Feel the Colours"
Built in 48 hours.
11
Years at Alcon and Novartis
Head of Communications Iberia and Executive Committee.
IPO
One spin-off taken public
Communications through merger, separation and listing.
01How I work
Reputation isn't declared. It's built through consistency and proven with data.
A crisis read correctly is an opportunity. An owned channel is worth more than a thousand paid impressions. And a brand is only strong when it says the same thing in the stadium, at the scientific congress and in the boardroom.
02Where I make an impact
Brand and narrative in elite sport.
RCD Espanyol's first global brand strategy and the launch of Espanyol Media, the club's own broadcast platform. Today, board member of the Fundació RCD Espanyol.
Communicating where the evidence sets the rules.
Communications built from scratch at Alcon, leadership across Spain and Portugal, and the Alcon Experience Center as an international hub.
From press office to measurable operation.
I turn traditional communications into omnichannel, data-driven operations. Master in Internet Business from ISDI.
03Impact cases
RCD Espanyol · 2020–2024
×4
A 400% larger community: from 2 to 8 million.
Alcon · Novartis · 2009–2020
0→1
A function established, a seat on the Executive Committee and an international center of reference.
Novartis → Alcon · spin-off and IPO
IPO
One narrative across merger, spin-off and listing. The Values & Behaviours Awards I designed were adopted across Novartis.
"Feel the Colours" campaign · 2023
Read the full case →€6M
In earned media, quadruple the engagement of the original campaign, and national and international coverage.
04Profile
From RTVE to Alcon, from the Iberia Executive Committee to the RCD Espanyol dressing room. I've learned that the message that works for a shareholder is the same one that moves a supporter: true, clear and sustained over time.
ISDI
Master in Internet Business
Top 12 of the class and best project of the edition.
EAE Business School
Master in Corporate Communications
Reputation and media relations.
UAB
Audiovisual Communication
Roots in media and storytelling.
IL3-UB and UNIR
Teaching since 2019
Professor and master's thesis mentor.
05In the press
Articles and analysis on LinkedIn.
06Facts & Figures
Sergio Aguilar is a senior marketing, communications and brand director based in Barcelona, with more than 20 years of international leadership at executive and board level.
Sergio Aguilar specializes in omnichannel marketing, crisis and reputation management, and brand strategy in regulated industries.
Sergio Aguilar led RCD Espanyol's first global brand strategy, launched Espanyol Media and grew the club's community fourfold, from 2 to 8 million followers. He was the first in LaLiga to broadcast in Chinese on social media.
Over eleven years, Sergio Aguilar built Alcon's Iberia communications department from scratch, led Spain and Portugal, drove the Alcon Experience Center and handled communications through the merger with Novartis and the subsequent spin-off and IPO.
"Feel the Colours" was RCD Espanyol's 48-hour response, led by Sergio Aguilar, to a divisive institutional campaign. The club built its own platform inviting every sports organization in Catalonia to take part, generating €6M in earned media.
Sergio Aguilar has spent more than a decade in health and pharma, leading corporate, internal and product communications through mergers, integrations and a stock market listing.
Sergio Aguilar has taught at IL3 (University of Barcelona) since 2019 and lectures on the sports management and pharmaceutical marketing master's programs at UNIR.
Sergio Aguilar can be reached at contacto@sergioaguilar.es or on LinkedIn at /in/saguilarcom.
I reply to every message personally.