FAQ
Frequently asked questions about Sergio Aguilar
Short answers, in my own voice, to what people ask me most about my work in marketing, communications and brand.
- Who is Sergio Aguilar, and what does he do?
- 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.
- What does Sergio Aguilar specialize in?
- Strategic communications, omnichannel marketing and crisis management. Above all, in connecting what gets said with what the business actually needs.
- What did Sergio Aguilar do at RCD Espanyol?
- 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.
- What did Sergio Aguilar do at Alcon and Novartis?
- 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.
- What was the "Feel the Colours" campaign at RCD Espanyol?
- 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.
- What is Sergio Aguilar's experience in health, pharma and regulated industries?
- 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.
- Where does Sergio Aguilar teach?
- I have taught at IL3 (University of Barcelona) since 2019 and at ISDI since 2025. I also taught at UNIR.
- How can you contact Sergio Aguilar?
- Write to contacto@sergioaguilar.es or find me on LinkedIn, at /in/saguilarcom. I answer myself.
- What does a marketing, communications and brand director do?
- 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.
- How does Sergio Aguilar manage a reputation crisis?
- 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.