Adrià Galdeano Godoy

Barcelona, España


Master of Business Administration (EMBA Program)
Business Administration (Licenciatura/Degree)


01/2024 – Current | Director of Peace Ventures & Corporate Services

Director of Peace Ventures and Corporate Services at Peace Dividend Initiative (PDI), the worlds first organisation dedicated to harnessing market forces for peace. Working with leading mediators we provide the link between peace negotiations and economic development in conflict-affected areas.

Working alongside the team, I’m incubating business initiatives by providing direct investment, expertise, networking, and empowering local leadership teams to turn business ideas into reality.

We provide three services:

  • economic dialogues in support of peace
  • incubation/ acceleration of peace supporting business
  • peace investing

01/2023 – Current | AUTOOCUPACIÓ 🔗
01/2023 – Current | Mentor

Personalized support for entrepreneurs, executives, or professionals. Providing my experience and knowledge to jointly analyze business challenges and find the best solutions, through active listening and open questions, enabling their personal and professional development and the consolidation and growth of their business.

01/2023 – 02/2024 | FAMILY LOVE 🔗
01/2023 – 02/2024 | Chief Executive Officer

Family Love is a pet food & pet care brand that disrupts the market by launching the first fresh and cocked meals for dogs in the Spanish modern trade big distribution players. Family Love is a corporate venture brand within Chef Sam (Food & Beverage brand accelerator and distributor with >€40m of GMV).

As CEO I am responsible for the leadership of the project and team from the brand inception to the corporate operation:

  • business strategy, value proposition and branding,
  • business plan, corporate financial resources, operational capabilities and processes,
  • product portfolio strategy, NPD and NPI (also with third party pet care brands of Chef Sam partners)
  • finding, assessing and relation with appropriate industrial suppliers,
  • marketing development and budget allocation,
  • internal and external team hiring and management,
  • direct relationship with customers (big retailers).

As of the execution we achieved during 2023:

  • +€400k brand turnover and >350 points of sale in 8 months,
  • successfully launch of 12 products in 3 categories,
  • introducing fridges on the petfood store line for first time in Spain,
  • creating a solid network with industrial partners and providers.

01/2023 – 02/2024 | CHEF SAM 🔗
01/2023 – 02/2024 | Petfood & Petcare Lead

Chef Sam core value proposition is to accelerate FMCG brands deployment onto the retail channel by using its commercial, operations and logistics capabilities with a strong track record on this channel. Yet operating in 11 countries across Europe. On top if it, Chef Sam also develops own equity brands like Family Love, Coliflow and Sandy.

As Petfood & Petcare Lead I was responsible to support and lead the incubation, launching, distribution and business development of the pet food / pet care brands and product portfolio.

06/2021 – 12/2022 | MASCOTEROS
06/2021 – 12/2022 | Chief Executive Officer

Mascoteros is a startup founded by Atresmedia and Antai Ventures in 2016. As CEO I assumed the leadership of the company to execute the following:

  • defining new value proposition and business model,
  • 3 fundraising rounds. Raising + €1,2m (including a crowd equity campaign at Crowdcube),
  • hiring new talent and developing organizational values and culture,
  • digital and process transformation from digital marketplace to eCommerce,
  • financial restructuring and debt negotiation with +200 creditors (public, banks, providers), achieving a 30% debt reduction and moving most of the debt from short to long term.

Executing the new business model, we managed to:

  • improve Gross Margin by 6pp and reduce OPEX by 50%,
  • commercial agreements with 25 top brands in the industry,
  • incorporated direct stock and fulfillment capabilities,
  • developed ESG practices having a positive impact to society and helped to improve the lives of +700 animals in 6 months,
  • enhanced the offering by launching tele veterinarian services (first retailer in Spain) and a subscription program, from 0 to 300 subscribers in one month,
  • lean startup and product design methodology to launch our own brands (DNVBs), validating hypothesis through evidences to anticipate risks,
  • developed, validated and registered 3 new brands in natural petfood, vegan cosmetics and sustainable accessories.

2014 – 06/2021 | DELOITTE
2016 – 06/2021 | Project Manager/ Senior Consultant

Project management with the scope on business consultancy at financial and business operations level. Focused on digital transformation, process development, automation, data analytics and reporting.

I have been involved in each individual part of a project manager role: commercial assessment and business case, business requirements, project scope definition, design, team building and management, project development, customer relationship, training and project deployment.

Main achievements, projects and industries:

IT Gateway Platform Migration (Insurance industry)
Program Manager for a core global migration, from legacy local Gateway IT infrastructure to a cloud-based solution: Apigee (Google APIs platform) and Kubernetes / CRP (Java integration developments).
Kicking-off the program from the inception phase to production: team building, governance, processes, agile and scrum transformation, etc.
Technologies: JIRA.

Cash Flow Forecast (Airline industry)
Developed an end-to-end Cash Flow Forecast automated tool that provided our client with a strong improvement on its cash management capabilities.
Technologies: SAP, VBA.

Auto PSP Accounting and Reporting (Payment Service Provider) (Airline industry)
Process development, automation and reporting of information collected from the PSP providers allowing our client to link, within its information system, both its Sales and Collections at transaction level.
Technologies: SAP, VBA.

Operational Scorecard Design (IT industry)
Helping Service Managers define critical KPIs and building a Scorecard Tool in Excel and Qlikview allowing them to connect both their operations and financials improving their decision-making capabilities and bringing their performance to the next level.
Technologies: SAP, VBA, Tableau.

During my career as Project Manager/ Senior Consultant at Deloitte I have taken part of several more projects. In those, I have had experience as:
RPA Project Lead. Robotics Process Automation. Technology: UI Path.
Financial Analyst (OTA industry). Financial and accountant data analysis, monthly closing, reporting and process improvement. Technologies: Excel, Microsoft AX and JIRA.
Technologies: Excel, Qlikview, MS. Dynamics.

2014 – 2016 | Consultant

As Consultant I took both individual and team lead roles. Main projects:

Business Analyst (IT industry)
Data crunching, analysis, reporting, process development, departmental cost negotiation, operations and business dashboards deployment.
Technologies: Excel and Power Point (proficiency), Qlikview, Power BI and MS. Dynamics.

Services Planner (IT industry)
Planning and administration of installation projects into Service department for big format presses into the Industrial Printing Business in EMEA. Daily management of resources, planning, reporting and business analysis. Leadership and team management skills.

2010 – 2013 DiR GROUP (fitness sector, 24 clubs, €15M turnover)
2010 – 2013 | Sales Manager

Responsible to lead the team in order to reach sales goals as well as servicing our customers at the front desk of the club.
• Negotiation, sales, customer satisfaction, communication, training and leadership skills,
• Results oriented. Team management,
• Club with 4500 customers.


  • English: Fluent/Negotiation (926/990 TOEIC)
  • Spanish: Mother Tongue
  • Catalan: Mother Tongue

Other Education

Investing and Financial Markets (Post-grade)
Project management, team leadership, public speaking

Internation Experience

Intensive English scholarship and immersion. 3 months.
Volunteering and English immersion. 3 months.

General Information

  • Very good soft skills and leading attitude. Proactive and enthusiastic person. Analytic and resolute mind. Responsible and decisive individual.
  • Proficient knowledge and expertise on Excel and MS.Office in general.
  • High vision on digital transformation, business technological tools (ERP, BI, RPA among others), process implementation and change management.
  • Passionate about the business world, economics and technology.
  • Sports enthusiast. Long time football player. Currently play football and paddle recreationally.
  • Drum and percussion knowledge. Music enthusiasts.
Scroll al inicio