Roberto Ferraro

CaixaBank

Leading cross-functional service and quality management initiatives and driving innovation as an active member of the bank's change makers group. My role focuses on enhancing both external and internal customer experiences through strategic project leadership and fostering a culture of continuous improvement and innovation across the organization.

Notable accomplishments:

•	Leading projects to improve internal and external customer satisfaction and operational efficiency.

•	Leading initiatives to advance key issues for various business areas, ensuring broad organizational impact through strategic project management.

•	Active member of the change makers group, promoting agile methodologies and new ways of work throughout the organization.

•	Key contributor to the deployment of Microsoft Copilot and generative AI technologies, serving as a primary reference inside the business area.

•	Providing expert guidance and support to colleagues across departments, fostering a collaborative environment for problem-solving and innovation.

•	Facilitating knowledge sharing and best practices and innovation across different teams and departments.

Service excellence manager and changemaker

Reporting to the Business Integration Director (who in turn reports to the General Manager) and managing a team of up to six consultants, my role is ensuring the coordination and execution of cross-cut projects, to support the different areas of the bank in the biggest merger of the Spanish financial system, and in strategic transformational projects in the business area, after the merger. 

Notable accomplishments:

•	Management of the PMO team to launch a new business segment in the bank and open 73 specialized branches.

•	Designing, planning, and coordination of a restructuring plan for the commercial workforce and retail customers portfolio.

•	Orchestration of the support structure for a customer process digitization task force of 2.000+ people: planning, commercial tools, reporting.

•	Coordination of a team of data scientists through an M&A clean team, to elaborate a segmentation of the customer base.

•	Compilation, analysis and drafting of responses to the regulator requirements, in order to obtain the authorization of the merger. 

•	Compilation, analysis, presentation and follow-up of initiatives to capture revenue synergies.

Integration Director

In a division reporting to the General Manager and leading a team of up to twelve people, I define every aspect of the performance management and commercial MIS. Multi year planning, annual objectives, KPI, incentives, business analytics and reporting. I lead new technology deployments and participate in company-wide organizational change management programs.

Notable accomplishments:

•	Market analysis, alternatives assessment, stakeholder coordination and RFP approval for a new company-wide planning platform.

•	Requirements definition, planning and execution of an IT project for a sales force incentive and performance management tool.

•	Definition and implementation of a department datawarehouse based in ORACLE SQL, and analytics tool in both OBIEE and QlickSense

•	Requirements definition, planning and execution of an IT project for a company-wide customer portfolio management tool.

•	Acted as change agent for business model transformations, coordinating business, support areas, and workforce regional managers.

•	Orchestration of the business development support structure for a workforce restructuring and the creation of the SME Banking division.

•	Coordination of cross-functional team for setting annual goals, in close collaboration with the Finance and HR team. 

•	Development of analytics models to allocate sales quotas to branches, assessing alternatives for each KPI and choosing the best model.

•	Definition and implementation of new performance management KPIs for the retail workforce, linked to the incentive systems.

•	Managing and maintaining the retail workforce performance KPI: more than fifty sales and earnings variables.

•	Data analysis, variable selection, monthly execution, automation and qualitative review of scorecard for the General Management.

•	Monthly review of results, gap analysis and forecast update. Automation of the technical components of the forecast.

Performance Management Director

Coaching for transformation

As a dedicated Transformation Coach, I am passionate about empowering individuals to broaden their horizons, step beyond their comfort zones, and grow. I facilitate a deeper understanding of one's life journey and support individuals in designing their life path according to their unique values, goals and aspirations.

I help my clients rediscover their courage, their inner strengths, encouraging them to become the person they aspire to be and create the life they envision. Through a dynamic, personalized coaching process, I provide the tools and strategies necessary to start a transformation, fostering self-discovery, resilience, and a renewed sense of purpose.

Coach

Journal of Discoveries

I am a visual illustrator and the editor of a weekly newsletter specializing in personal development, innovation, management, and leadership. I curate the best resources from these domains and synthesize articles to bring the main ideas to life through visual representations.

Through this experience and by creating more than nine hundred illustrations, I developed strong visual communication skills, creating engaging and effective visual representations of complex ideas and a deep understanding of how the main social media platforms work in terms of content distribution and engagement.

Visual illustrator and weekly newsletter editor

Conector Startup Accelerator

In collaboration with the management of the acceleration programs, my role is to collaborate with startups in the growth phase. I support entrepreneurs by sharing with them conversations, knowledge and reflections on business development, finance and sales.

Business Mentor

Stylease

In collaboration with the founder of the company and directly managing all technical service providers, my role is to make available to the company all the financial, technical and IT means to ensure the day-to-day management of the business.

Notable accomplishments:

•	Market analysis, financial projections and coordination with a consulting firm to apply for a non dilutive loan.

•	Website design, restyling, evaluation of alternatives, monitoring and continuous improvements.

•	Digital marketing campaigns: definition of objectives, coordination with consultants in planning and execution.

•	IT and finance services: needs analysis, selection, and maintenance, document and accounting management.

Co-founder and CTO

Crypto mining farm

I have experience operating a crypto mining farm, where I managed the mining process for various cryptocurrencies, including Ethereum, Bitcoin, and Monero. This involved setting up and maintaining mining hardware, configuring software, troubleshooting technical issues, and optimizing mining performance to achieve maximum profitability. 

Through this experience, I developed a deep understanding of the underlying blockchain technology and the mechanics of cryptocurrency mining. I am adept at analyzing market trends and adjusting mining strategies accordingly to ensure optimal returns. My experience in crypto mining has given me valuable skills in problem-solving, data analysis, and technical proficiency.

Crypto mining farm operator

Banco Sabadell

I start working as a performance management data analyst, then become head of a three people team. My role consists of setting the objectives for the workforce, developing the measurement systems, analyzing the data and prepare the performance reports for high executives.

Notable accomplishments:

•	Definition and allocation of annual commercial objectives to the sales force.

•	Definition of requirements, monthly execution and qualitative review of the scorecard for the business areas.

Business development analyst and manager

Allianz

Reporting to a local branch manager, my role is to develop and grow a portfolio of retail clients.

Insurance agent

Publitalia '80

Integrated into the Digital Marketing and New Channels team, my role consists of preparing reports and market research for the Management Board.

Marketing assistant

I'm a personal development and technology enthusiast, project leader, coach and visual creator.

I define myself as " the energy that connects with you and multiplies your impact." 

After over 15 years in banking transformation, a failed startup and two wonderful kids, I have realized the importance of relationships and people development for the success of any project, professional and personal. 

I strive to develop relationships and teams, building something valuable in every project. 

I often acted as a liaison between the IT team and the business areas, managed complex projects and cross-functional teams, and interacted with top executives and stakeholders. I was integration director during the biggest M&A deal in the financial system in Spain.

I have always been and still am a very action and goal-oriented person, always in motion, always trying to improve everything.

This is what led me to become a co-active coach and a big believer in changing the ways of work for the better.

I am organized, analytical, decisive, and highly autonomous, and developed the skills to be an effective team leader, internal consultant, and change management champion. I have a deep knowledge of performance management, data analytics, MIS, new technologies, and digital transformation projects.

I’ve always found it much more fun to work in a small to medium sized group for each project, 4-5 people max.

I also used to think the more people you add, the faster you go. 

I was wrong on that. Look at this diagram above. That jump from 4 people (6 connections) to 7 people (21 connections) isn't linear, it’s exponential complexity.

In a small team we can really listen to each other, contribute and not get lost in the communication. 

That’s the sweet spot when we can hear each other, decisions are made quickly, and the “updates” meetings are not necessary because we are all aligned.

For me, in a team, complexity scales faster than productivity.

Are you currently on a team where the communication lines look like the 7 or 8-member diagram? What are you doing to simplify things right now?

Grow and learn with me: personal development, leadership, innovation. I am a project leader, coach, and visual creator, and I share all I learn through my posts and newsletter.

title “small teams win because they solve communication complexity”. a set of 9 images, from 2 to 10 members. in each image all the members are connected to everyone, and the connections go up exponentially

I’ve heard the slogan "we put people first" again and again in corporate speeches.

And in my mind, I often roll my eyes when I hear that, thinking it’s just marketing, and another nice slogan.

But a few years ago, my world changed when my son, Luca, was diagnosed with autism.

In that moment, I wasn’t just an employee, I was a dad, scared and yet without tools to figure out what to do and how to adjust to our new life. 

I went to my manager, and in that conversation, I didn’t hear about the policy manual or how paid time off works.
It was more like "Of course, be with your family, don't worry about work. We've got this."

In the following months, I had the flexibility I needed, I had the support, and teammates checking in, not about deadlines, but about my family.

It reminded me of this quote from Jonathan Escobar’s Lead to Beat: "Culture isn't just about values and sloganized statements; it's actual behaviors demonstrated through real business practices and rituals."

That's culture.

It’s not the slogan on the wall and corporate website. 

It's the "real business practice" of trust and flexibility. It's the "ritual" of how a team responds when life gets real. 

That's the only culture that matters.

What's a time you've personally seen a gap between a company's slogan and its actual behavior (for better or for worse)?

Duo-panel Drake meme illustrating the difference between surface-level culture and real behaviors. Top panel: Drake, leaning away with a hand to his ear, rejects "Just values and sloganized statements." Bottom panel: Drake, looking pleased and pointing forward, endorses "Real behaviors, practices and rituals.”

Why do great companies stall?

They might have the most brilliant people. 

They might have all the expertise in the world.

But if they are trapped, it’s all for nought.

Lost in endless meetings and powerpoints, missing focus, ambition and results.

Jonathan Escobar is an entrepreneur, investor, ceo, and advisor to global giants, who has reshaped businesses across five continents. 

I still remember when I listened in 2022 to a brilliant conversation between Jonathan and Gianpaolo Santorsola on how they transformed Adevinta’s business. 

Then we connected in 2023 after I started sharing leadership and transformation ideas online, and we had an inspiring conversation.

I was thrilled when we got back in touch this year, and thought it would be valuable to explore the current leadership challenges together, just as his book "Lead to Beat" came out on October 28th.

I'm excited to invite you to a LinkedIn Live event with Jonathan:

📅 Next Tuesday, November 25th
⏰ 17:00 CET

Sign up here for the event > https://lnkd.in/daeG4Deh

We'll discuss how to transform your organisation's execution and results, not with theory, but with a pragmatic, battle-tested approach that has proven results worldwide

📌 What will you get?

What is “brutal focus” and how can it make you win 

How to apply distributed leadership that transforms players into winners

Why impact is more important than activity, and how to commit to it for the long term

What Jonathan calls “a disciplined drumbeat”

Stories of business transformations from real companies

And the chance to ask Jonathan your questions directly!

PS. here are five illustrations from the second part of the book, with the quotes that inspired them 😊

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