Chief Marketing Officer FC Barcelona (2017-2021)

Guillem Graell is an entrepreneur and one of the most experienced Chief Brand Officers in the world with over 18 years of global business and brand building experience in the sports and FMCG industries.

As CMO at FC Barcelona, he led the largest transformation from a sports club to a global LoveBrand, making the club the most valuable soccer brand in the world (Forbes Sports) and tripling the revenue of the digital product strategy under his leadership.

Guillem Graell lecture topics

  • How to turn your company into a true LoveBrand with the right strategy

Guillem Graell’s keynotes are a must-attend for brand managers and digital strategy leaders whose main goal is to transform their companies through content leadership into true LoveBrands that truly engage their customers on a deep emotional level.

  • Using business and brand building to become a market leader

Guillem Graell’s conferences focus on brand leadership. He reflects on the strategies behind the global success of the world’s most influential brands, and how to transform a brand’s emotional value and content strategy into a global and profitable multichannel digital business model.

  • Digital Strategy & Business Management

Guillem Graell’s presentation style goes beyond the traditional concept of product marketing and offers the audience a transversal and unconventional perspective on how to combine an effective digital strategy with enterprise management.

Guillem Graell is a top media and communications professional with a PDG at IESE Business School and a background in Industrial Engineering at Universitat Politécnica de Catalunya. He was CMO at FC Barcelona from 2017 to 2021, where he developed the overall direct-to-fan strategy and implementation, focused on the club’s digital product strategy and earned more than €1 billion. As Director of Brand, Guillem Graell built Barça Studios, an innovative D2C business model that included BarçaTV+ (worth over €250 million) and formats such as “Matchday, inside FC Barcelona” and the animated series “Talent Explorers” (managing teams of up to 200 skilled professionals).

Under his leadership, the club’s social media platforms reached over 400 million followers, became the global leader in interactions, and became the first club to reach 10 million subscribers on YouTube. In addition, Guillem Graells led the club’s digital transformation culture, managing the NFTs and crypto strategy, as well as the club’s eSports/gaming and digital subscription products, such as Culers membership and Barça TV+.

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

Today, Guillem Graell is co-founder and managing partner of D2F, a company that aims to develop solutions to bridge and monetize the gap between brands and their fans in the sports and entertainment industry.

Guillem Graell combines his business profile with his teaching activities at UPF – Barcelona School of Management (Master in 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 named the most valuable soccer brand in the world by Forbes Sports.