Javier brings a distinctive combination of practical and theoretical knowledge from his experience as an academic, practicing manager, and consultant. His expertise, firmly grounded in his 20+ years of business experience and informed by the latest research, focuses on Complex and High-Value Selling, Key Account Management and Business Negotiation. He also has extensive know-how in designing executive education and management development programmes.

Javier has been internationally recognised for his innovative, stimulating and proactive teaching approach. Working with organisations in close partnership, he uses individually tailored approaches that facilitate clients’ full engagement in the process of design, delivery and evaluation of leadership programmes and consultancy interventions. Combining insights from sales management, negotiation and organisational development, Javier is able to help managers identify and realise meaningful business opportunities. He provides insightful advice to help executives understand and overcome the barriers that often constrain individuals’ development and business growth.

Javier’s methods are often characterised by a co-creation approach, emphasizing transdisciplinarity, that is, the integration of various areas of knowledge to bring about novel solutions to complex business problems. He fosters engaged client dialogues to surface hidden assumptions and to creatively, yet pragmatically, deliver long-lasting solutions to create customer value, top-line growth and bottom-line profitability. Furthermore, he involves individuals in organisations with the purpose of generating positive impact, and simultaneously, high levels of well-being and sustained performance.


He has worked for large corporations such as Airbus, Barclays, Barry Callebaut, BP, Cap Gemini, Christian Hansen, Dr. Reddy’s, Dun & Bradstreet, Elly Lilly, Emcor, Fujifilm, Geodis-Wilson, GKN, Jacobs, Mapfre, Merck, Mölnlycke, Oracle, Pfizer, Rolls-Royce, SAP, Shell and Unilever amongst others. Javier has advised a number of start-ups and entrepreneurs in sectors like food, technology, health and real estate.


In the UK, he has delivered development programs for the Cabinet Office, HM Treasury, Department for Trade and Industry, Competition and Markets Authority, Department for Education, and internationally, with organisations such as Educational Institutions and Innovation Agencies among others

His research has been published in academic journals: Journal of Business Research, Industrial Marketing Management, Management Learning, Journal of Marketing Education.


Javier has co-authored three books:
Implementing Key Account Management (Kogan Page, forthcoming 2018)
Sales Management – Strategy, Processes and Practice (Palgrave, 2016)
From Selling to Co-creating (BIS Publishers, 2014).

Career and qualifications

Javier started his career in Novartis and later joined Unilever (DiverseyLever) as Head of Training and Development, holding positions in Spain and then in the UK and The Netherlands.

He was a Researcher and Senior Lecturer at Cranfield School of Management and was appointed Director of Custom Programmes, Executive Education, and Senior Faculty at the University Cambridge, Judge Business School.

Javier founded Learning for Performance Ltd, a boutique management development and consulting practice for sales and negotiation effectiveness.

Javier is the Director of Cranfield’s Key Account Management Forum and the flagship Sales Directors Programme a strategic executive development offering for senior sales leaders. He also leads the Negotiating in Business and Organisations and Leading Sales Organisations modules on the full time and executive MBA.

In addition to his academic work in Cranfield, he has delivered programmes as a visiting professor at University of Michigan, William Davidson Institute (US); Rotterdam School of Management; IE, ESADE and Deusto (Spain); Stockholm School of Economics and IESEG (France).
Javier holds positions as Industrial Associate at the University of Cambridge IfM ECS and Senior Associate at The Møller Institute, Churchill College University of Cambridge. He is a Fellow of the Higher Education Academy and a member of the Board of Trustees of the Association of Professional Sales.


Javier has a PhD in Management, a Postgraduate Certificate in Teaching, Learning and Assessment in Higher Education (Cranfield University), and has completed the Advanced Leadership Programme (Cambridge University Judge Business School) and the International Teachers Programme (Northwestern University, Kellogg School of Management).
His education also includes a Postgraduate Degree in Training Management in Organisations and a Diploma in Advanced Studies in Social Psychology. He has a BSc (Hons) in Economics and Business Administration. He is an accredited Belbin instructor.

Daily activities

In his spare time, he enjoys playing guitar and piano and can be found performing solo or with his band in local pubs and social events. He is married and has three children.