We Are Quiero

main entrance in the offices of quiero, with sign at the door
  • Manifesto

    We are convinced that sustainability makes us all better: Richer and more loved companies, healthier and fuller people as well as more plural societies, more just and more beautiful.

    We believe in a better way of doing things. Quiero is a consultancy that works wholeheartedly in the business, sustainability and brand equation. We only work on projects that involve placing the person, society and environment at the very centre.

    Our underlying principle: Be proud of what you do and make people feel proud of the company in which you work.

  • International network

    More than ten years of experience in the sustainability, business and brands space has enabled us to build a rich and diverse network of international contacts through Sustainable Brands with whom we work directly in a relationship of trust.


Vanina Ferreyra, project manager at Quiero Vanina FerreyraProject Manager Open popup

Vanina Ferreyra

Project Manager

This Argentinian woman graduated in Social Communication, with a postgrade in Communication, Gender and Human Rights, landed in Madrid in 2017.

She began his career working in the mass media and after a teaching experience she decided to change the direction about her career.

Since then she has focused on the Non-profit sector, working on social projects promoting Human Rights and gender equalite.

Convinced that cultural transformation begins with commitment and responsibility for our impact, she joins the Quiero team at the beginning of 2019, ready to contribute all her energy and enthusiasm.



Jose G, friend of Quiero Jose GFriend Open popup

Jose G


I came into contact with Quiero back in 2010. I must confess that since then I have learnt and grown, and continue to do so through all those who form part of Quiero. What matters is setting and accomplishing small daily goals with the aim of leaving a more caring and sustainable world for our children and grandchildren.

Paz Ugarte, partner at Quiero Paz UgartePartner Open popup

Paz Ugarte


Paz is an economist. However her career has led her towards the communications and marketing fields which, while she has not had the same level of training, she enjoys far more. She began her professional career as an auditor in Deloitte and she went into public banking. Further down the line she joined Argentaria and, finally, was incorporated into the BBVA group. She has shared a number of management roles in BBVA in areas such as the Shareholder’s Club, Private Banking, Corporate Vision and Culture, Human Resources and the Centre for Innovation. She is a collaborating partner in ‘Quiero’ since its foundation in 2008 and General Manager of the debate forum Diálogos en La Granja.



Patricia Valdes, consulting manager at Quiero Patricia ValdésConsulting Manager Open popup

Patricia Valdés

Consulting Manager

Biologist specialized in the marine field, decides to jump to the company world focusing her professional work on sustainability and innovation.

She has worked in the field of consulting and business development, having worked at PwC – Madrid as a consultant, as well as project manager for the Global Center for Sustainable Business of the University of Deusto (Bilbao). She has also been very closely linked to the world of technological and digital innovation thanks to her professional experience in several technology start-ups in Bilbao. She joins Quiero team contributing with her vision and experience in sustainability & innovation within the consulting area.



Fabio Sechi, production coordinator at Quiero Fabio SechiProduction Coordinator Open popup

Fabio Sechi

Production Coordinator

Associated, right from the beginning of his professional career, with the creation of spaces and events of different nature. Creating something out of nothing, is the challenge he faces each day.

Resident in Madrid since the mid 90s, after a brief stint in Manchester, he ran the capital’s first cyber café. It was a social and musical place of reference, for the emerging technological companies of the time. With the turn of the millennium, he was drawn to the development of art exhibitions of the social work of companies such as Caja Madrid, Kutxa, and Caja Sur, among others.

Fabio, creates and manages resources for large temporary productions for customers such as Rolex, El País, Telefónica, as well as  meetings of political entities; these  are his latest creations. He is the current production coordinator for the new incorporation of QUIERO.



Jose Illana, founding associate at Quiero Jose IllanaFounding Associate Open popup

Jose Illana

Founding Associate

Jose Illana is the Founding Associate of Quiero: one day he realised that he spent too much time saying that things could be done in a different way and he ran the risk of becoming a big-mouth.

Jose developed, before founding Quiero, his professional career in agencies specialized in different aspects of communication such as Wunderman, Grey, FCB or Humana.

Member of the global Advisory Board of the global community Sustainable Brands, pioneer in Sustainability and Business and founder of the ThinkTank Dialogos en La Granja.



Hector Garcia, brand activism director at Quiero Héctor GarcíaBrand Activism Director Open popup

Héctor García

Brand Activism Director

As a former marketeer, Héctor counts with a strong background in brand management within multinational environments, making him very conscious of the balance required between long term brand building and short term delivery.

For more than 10 years he journeyed with companies such as Maxxium and Diageo, which allowed him to create positioning, platforms, and experiences to bring brand purposes to life for market leaders like Brugal rum and J&B or The Macallan whiskies, among others.

Héctor is committed to engaging companies with a single-minded and inspiring vision: what if brands could grow more (and more sustainably) by activating their brand purposes and effecting positive change?



Esther Sevilla, project assistant at Quiero Esther SevillaProject Assistant Open popup

Esther Sevilla

Project Assistant

Esther Sevilla es una joven entusiasta de las posibilidades que ha descubierto en el marketing para ayudar a otros. Está convencida de la necesidad de que las empresas asuman una responsabilidad con el conjunto de la sociedad yendo más allá con sus trabajadores y sus accionistas.

Después de unos años buscándose a si misma ha retomado sus estudios de bachillerato y concentra toda su experiencia en los proyectos GIRA.



Raquel Martin, communication director at Quiero Raquel MartínCommunication Director Open popup

Raquel Martín

Communication Director

Journalist of heart and profession, she started to work very soon on developing communication strategies for both Corporate and Brand Communication, crisis management, development and implementation of sustainability plans, Media & other stakeholders relations and events, amont others, to organizations such as Coca-Cola, Repsol YPF, Manpower, Adecco, UNICEF, Danone, Diageo´s brands, among others. She was also Corporate Affairs Manager at Kimberly-Clark to AUSTRAL (AUSTRAL Region: Argentina, Chile, Uruguay and Paraguay). Back to Spain and after a time working on Organizational Development, she wanted to return to her true purpose:  to promote more sustainables, transparents and coherents companies and brands, aligning the BE, DO and SAY for a better society. 



Giles Bones, International Development at Quiero Giles BonesInternational Development Open popup

Giles Bones

International Development

Madrid and London based, Giles is specialised in Corporate Communications & PR, and International Brand Building. He has worked across Media and Entertainment (Nickelodeon, Paramount, Ilion, Toonz) and in recent years has focused on Educational TV & Digital Content in the Kids Entertainment arena. He made his move into the Sustainable business space with Quiero after attending a Sustainable Brands conference in Copenhagen.
Long-time volunteer for a Dutch NGO, he helps set up schools and libraries for communities in extreme poverty in underdeveloped countries; and gets involved in diverse wildlife conservation projects.
Fascinated by the power of the message and how it can influence our decisions and behaviour, Giles firmly believes that it is our ability to communicate effectively and engage and empower consumers and all other stakeholders from the bottom up, are key to making the transition to a truly circular and sustainable world.



Nadia Velasco, project manager at Quiero Nadia VelascoProject Manager Open popup

Nadia Velasco

Project Manager

Her professional career has been dedicated to projects that promote social change. Moving into the Non-Profit Sector, she explored CSR, Social Investment and Corporate Volunteering, allowing her to have a deep understanding of the needs and challenges faced by companies when contributing to the economic, social and environmental causes.

Her desire to explore the world while being involved in new social projects took her to the UK, Costa Rica and Kuwait. Motivated by a vision of shared value, creation of alliances and dialogue with stakeholders in order to maximize social impact, she joins Quiero in 2018, ready to give all her worth to sustainability.



Sandra Pina, general director at Quiero and director of sustainable brands madrid Sandra PinaGeneral Director at Quiero and Director of Sustainable Brands Madrid Open popup

Sandra Pina

General Director at Quiero and Director of Sustainable Brands Madrid

She comes from the world of marketing and innovation at various multinational consumption companies. At Kellogg’s she created the european innovation for the upcoming years in “out of the box” cereals, as well as directing brands such as Special K, All-Bran or Cornflakes. At Danone, she worked in London and Barcelona in charge of well-known brands like Dan’up and also creating new generations of yogurt.

Even though she enjoyed it, her intense job would not leave the limits of the company itself and its shareholders. One day she thought she could be more useful to more people and now she is General Director of Quiero. Sandra is also Director in Madrid of the global community of Sustainable Brands, pioneer in Sustainability and Business and a member of its Advisory Board in Paris.

Additionally, Sandra is since 10 years ago, associate professor at the Instituto de Empresa Business School for innovation and marketing strategy planning. 



Luis Tamayo, director of knowledge at Quiero Luis TamayoDirector of Knowledge Open popup

Luis Tamayo

Director of Knowledge

Sociologist who grew professionally in strategic research and analysis of tendencies applied to marketing. In 2008, fascinated by the collaborative trend, he turned his career to dedicate himself to implementing economics and collaborative culture in organizations.

He aims to facilitate the transition of companies to the collaborative and digital world, through platform-communities, to help build authentic brands and models that integrate work and collaborative culture in organizations, in Quiero he finds the ideal space to fulfill his purpose.



Paula Castilla, project manager at quiero Paula CastillaProject Manager Open popup

Paula Castilla

Project Manager

Graduated in Social Work, she began her professional career in the Non-Profit Sector managing CSR projects with companies such as Morgan Stanley and Iberdrola, and general volunteering projects along with local and European public administration. Following this experience, she decided to take part in initiatives related to employability and talent development, focused on vulnerable youth.

Eager to discover new opportunities bound to sustainability, she moved to England, where she worked at the University of Leeds as a research assistant, undertaking projects related to climate change which were developed in the UK and South America.

Her passion for creating positive impact led her to embark on the adventure of joining Quiero, sharing her view from the Social Innovation area.



Carmen Riestra, art, culture, sustainability at quiero Carmen RiestraArts, Culture and Sustainability Open popup

Carmen Riestra

Arts, Culture and Sustainability

Carmen comes to Quiero from the cultural sector, motivated by the new challenges that our current society faces.

Her professional trajectory has been linked to the design and management of cultural projects, exhibitions and educational projects working alongside various cultural institutions such as Sala del Canal de Isabel II, Madrid Design Festival, Fernán Gómez Centro Cultural de la Villa, ICO Museum or the visual arts festival PhotoEspaña amongst others.

Advocate of the social role of today museums, as pedagogical devices serving their communities and willing to contribute to the empowerment of a critical and responsible citizenship, Carmen stands up for the potential that the arts and culture offer as tools for transforming the values that our society urgently needs these days and embarks herself upon this new professional adventure full of hope.



Cristina Valdeavero, project manager at quiero Cristina ValdeaveroProject Manager Open popup

Cristina Valdeavero

Project Manager

Cristina, is from Madrid and she has the purpose of gererating a positive impact in society. From that conviction, she decided to study Social Work and then a Master in Development Cooperation. Throughout these years she did national and international volunteering, that feed her desire to keep learning in these fields.

At the end of the master, she worked in Brazil, in an inclusive business project with producer communities. After these opportunities, that made her grow personally and professionally, she decided to try out in an area she was passionate about, Corporate Social Responsibility. She worked at BBVA, in Sustainability for a year.

After all those experiences in the public and private sector, she believes that unity makes strength and by working together, change is possible. She has found the perfect relational ecosystem in Quiero. Among other things, she is in GIRA Youth Coca-Cola Project.



Getting involved

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