Guillem graell

Guillem Graell

FC Barcelona Chief Marketing Officer (2017-2021) and one of the world’s most experienced Chief Brand Officers.


Catalan, English, Spanish


Specific topics

Content Production & distributionDigital CommunicationLoveBrands Building & ScalingMarket Analysis & ResearchMarketing Strategy & ManagementMedia managementOrganizational Transformation & High-Performance Teamssocial media

Who is Guillem Graell?

Guillem Graell is an entrepreneur and one of the world’s most experienced Chief Brand Officers with a prolific 18+ year legacy of global business & brand building in the sports and FMCG industries.

As CMO at FC Barcelona, he led the largest transformation from a sports club to a global LoveBrand, turning it into the Most Valuable Football brand in the world (Forbes Sports) and triplicating its digital product strategy revenue under his leadership.

What can you expect from a conference with Guillem Graell?

Guillem Graell's keynotes are a must for brand managers and Heads of Digital Strategy whose main goal is to transform their companies into true LoveBrands through content leadership that truly engages its customers at a deep emotional level.

At the core of Guillem Graell conferences is Brand Leadership. He reflects on the strategies behind the global success of the world’s most influential brands, and further details how to turn a brand’s emotional value and content strategy into a global and profitable digital multichannel business model.

Guillem Graell’s delivery style transcends the traditional concept of product marketing, providing the audience with a transversal and out-of-the-box perspective of how to blend effective digital strategy with business management.

Guillem Graell’s career and contribution to society:

Guillem Graell is a top media and communication professional with a PDG at IESE Business School and a background in Industrial Engineering at Universitat Politécnica de Catalunya.

Guillem Graell was CMO at FC Barcelona from 2017 to 2021, where he developed the overall direct-to-fan strategy and execution, focusing on the Club’s digital product strategy, and earning over 1B €.

As Director of Brand, Guillem Graell built Barça Studios, an innovative D2C business model that included BarçaTV+ (valued at over 250M €) and featured formats such as “Matchday, inside FC Barcelona“ and the “Talent Explorers“ animated series (managing teams of up to 200 qualified professionals).

Under his leadership, the Club’s social media platforms reached over 400M followers, becoming the global leader in interactions and the first club to reach 10M subs on Youtube.

Moreover, Guillem Graells led the Club’s Digital Transformation culture by managing its NFTs & crypto strategy, as well as the Club’s eSports/Gaming and digital subscription products, such as the Culers Membership and Barça TV+.

Before FC Barcelona, Guillem Graell worked in top multinational and leading family-owned companies, such as P&G (Brussels, Geneve & Spain), Reckitt Benckiser, Chupa Chups, Codorniu Group, and Accenture.

Today, Guillem Graell is the Cofounder and Managing Partner at D2F, a company with the purpose to build solutions to close and monetize the gap between love brands and their fans in the Sports & Entertainment industry.

Guillem Graell blends his business profile with his teaching career at UPF – Barcelona School of Management (Master for Brand Strategy, since 2014) and ESADE Business School (Master in Marketing Management).

Awards and recognitions:

As a result of his Brand definition and strategy at FC Barcelona, the Club was recognized as the Most Valuable Football brand in the world by Forbes Sports.

Related speakers

Silvia Garcia Barnechea

Silvia Garcia Barnechea

Founder and CEO of Feel Logic and Happiest Places to Work
High. Demand speaker

Gonzalo Alonso

Gonzalo Alonso

Co-founder of ClowderTank, the first digital transformation consulting firm in Latin America.
Director of Google for Latin America (2005-2009).
Expert in digital transformation and digital business.

Raúl Peralba

Raúl Peralba

Chairman of Positioning Systems and managing partner of Trout and Partners Group. Pioneer in strategic positioning and brand engineering

Bob Borchers

Bob Borchers

Worldwide Marketing Director at Apple (2005-2009)

Debbie Wosskow

Debbie Wosskow

Serial Entrepreneur. Co-Founder of AllBright

Margarita Álvarez Pérez de Zabalza

Margarita Álvarez Pérez de Zabalza

Adecco Chief Marketing Communication Officer (2011-2018). President of Instituto Coca-Cola de la Felicidad (2005-2009).

Earvin Magic Johnson

Earvin Magic Johnson

Legendary basketball player

Jacco van der Kooij

Jacco van der Kooij

The founder and Managing Partner of Winning by Design and "The Goldfish Rule"


    Your data will be processed by THINKING HEADS GROUP, S.L. to manage your contact with us. Our registered office is located in Madrid, C/ Velázquez, 24 - 7th floor, C.P.:28001 and our is NIF B-83220475

    Adding your email address, means you have read and accepted the policy of How THINKING HEADS GROUP, S.L. treads your data and you consent the processing of your data.