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 Barcelona 2016 - Smart Retail
. ISPO ACADEMY Conference Barcelona
ISPO ACADEMY Conference Barcelona
09.05.2016 | ISPO ACADEMY

Barcelona 2016 - Smart Retail

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On May 9th 2016, FIRAMUNICH S.L. representing Messe München, in cooperation with AFYDAD (Spanish Association of Manufacturers and Distributors of Sporting Goods) and BMC (Barcelona Fashion Centre), will invite all sports business professionals to ISPO ACADEMY Barcelona.

The focus of the fourth edition of ISPO ACADEMY in Spain will be SMART RETAIL and will feature lectures by four renowned speakers, providing attendees with new tools and ideas to adapt their business in the current, highly competitive economic environment.

"Put your company on the podium e-commerce" presented by Adam Sedó, Communications Director of Amazon Spain and Hernando Moncaleano, Head of Sports for and

"Introduction to proximity marketing" by Maria Fernanda Gonzalez, CEO of MOCA Platform.

"Evolution of the digital paradigm" presented by Genis Roca, president of RocaSalvatella.

ISPO: The world's leading business platform of sport. Christoph Rapp, International Sales and Retail Manager at ISPO, will talk about how the holistic approach to trade and services can help optimize market success.



9. Mai 2016

10.00 - 11.50

Put your company on the podium e-commerce

Adam Sedó, Communications Director of Amazon Spain
Hernando Moncaleano, Head of Sports for and

12.30 - 13.15

Introduction to proximity marketing

Maria Fernanda Gonzalez, CEO of MOCA

13.15 – 14:00

Evolution of the digital paradigm

Genis Roca, Präsident of RocaSalvatella


Adam Sedó

Communications Director of Amazon Spain

Adam Sedó is a senior PR manager at Amazon Spain since September 2013. Before, he worked as Communications Director for the Barcelona International Exhibition Center where he managed PR for several international events including Mobile World Congress and Smart City Expo. For seven years he was Press Chief for the Catalan Economy and Finance Minister Mr. Antoni Castells. Reporting directly to the Minister, he was involved in the National Budget negotiations as well as the lobbying campaign that headed to the law creating the Spanish Regional Finance System. He holds a degree in Journalism by the Autonomous University of Barcelona and a postgraduate course in Political Communication by the George Washington University.

Hernando Moncaleano

Head of Sports for and

Hernando Moncaleano is Senior Manager at Amazon, leading Sports in Italy and Spain. He joined Amazon in 2010 in London, where he held several roles before relocating to Spain in April 2015. Previously, he worked at the Water Industry Commission for Scotland, PepsiCo and PwC. He holds a MBA from London Business School and an Economics Degree from Universidad Católica Andres Bello.

Maria Fernanda Gonzalez


Maria Fernanda is an expert in big data analytics for business. As innovative leader, Maria champions the company’s strategy and development of the core algorithm for its solutions. She earned her PhD in quantum physics from the University of Barcelona and was invited by the US Bureau of Educational and Cultural Affairs to represent Spain in the prestigious IVLP program. Her previous experience as an innovation consultant gave her a deep understanding of customer needs in technological solutions and taught her to detect business opportunities in this field.

Genis Roca

President of RocaSalvatella

Evolution of the digital paradigm

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