José Manuel Merino
Digital Transformation Leader & PropTech Strategist
Scale your business with the foresight of someone who has walked the path
Strategy, Technology, and Leadership for companies that want to grow without losing their essence.
Do you feel that growth is diluting what makes you unique?
Scaling is the goal, but chaos is often the price. Many founders and managers reach a tipping point where success starts to feel heavy.
The Operational Trap
Your team has grown, but you are still putting out fires. Technology should set you free, yet you feel enslaved by more tools and bureaucratic processes.
The Bottleneck
You have the vision, but your team depends 100% on you to execute it. You fear delegating because you worry quality will suffer.
The Lonely Leader
You have to make critical technological and strategic decisions, and you feel like you're guessing among hundreds of providers and options.
"Technology is not the end goal. It is the means to protect your culture and multiply your results. You don't need more software; you need a clear roadmap designed by someone who understands your business as well as they understand the code."
SERVICES
How do I support you?
Strategic Mentoring for Managers
You feel alone in your decision-making. I sit down with you to provide clarity, validate your tech decisions, and help you structure a team that functions without you. For: CEOs and SME Managers.
Tech, Product & Marketing Alignment
Silos kill speed. I accompany your Technology, Product, and Marketing teams to break down walls and work as a single engine. We define and implement the most effective workflows for your specific maturity stage—ensuring you don't suffer from 'corporate bureaucracy' too early, or 'startup chaos' too late.
PropTech Advisory
Specific consulting for the Real Estate sector, focusing on product strategy, market fit, and preparing structures for massive scaling.
ABOUT ME
From Code to General Management: A Journey Between Technology and Business.
I am Jose Manuel Merino.
My professional journey was forged in the technical trenches. I started by programming and leading teams in different disciplines of electronic and computer engineering. I learned early on that technology only holds value if it powers a clear business strategy.
This duality between technical execution and profitability became critical at habitaclia. I joined as Technical Director during its early stage, when it was still a small startup. My responsibilities at that time spanned technology, product, and marketing. My mission wasn't just to build the platform, but to align every development with one goal: growth. I led its scaling to achieve a ten-fold (x10) increase in value, making it the leading real estate portal in Catalonia (Eastern Spain).
This success culminated in its acquisition by the multinational Schibsted (later Adevinta). From there, my role escalated to General Manager of Real Estate at Schibsted Spain (later Adevinta Spain). My responsibility was directing and merging major brands like Fotocasa, habitaclia, and the real estate section of milanuncios.
I've experienced the pressure of leading massive growth, the complexity of large corporate structures, and the demands of the bottom line. Above all, I've seen how uncontrolled growth can kill a company's founding essence. I know from experience that the biggest challenge is not the technology, but the strategic alignment between your vision, your team, and your digital roadmap.
Today, I return to the front lines as an independent consultant to share this holistic view. My purpose is to guide you in charting an ambitious, conscious growth plan that respects your company's DNA, because I know that success isn't achieved if you lose your purpose.
- Computer Engineer (La Salle)
- Management Development Program - PDD (IESE).
- Former General Manager Real Estate at Adevinta.
- Specialist at the intersection of Technology, Product, and Business.
CONTACT FORM
Request a call
Contact me and we will schedule a 30-minute exploratory session. No sales pressure. Just you, me, and an honest conversation about where your business is and where you want it to be
