He graduated in Economics at the UAM (University of Madrid) and holds an MBA from IESE. His professional experience started as an internship at Bain & Co. but soon went on to Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. He has been involved with digital since early 2000 when he joined Yahoo! as Sales Director for Iberia and years later as Business Development Director at Telefónica in charge of launching at its subsidiary TPI (Yellow Pages) online and offline initiatives.

In 2006 he launches his own digital initiative, a company called ADN which was specialized in digital strategy, digital assets development and digital analytics. In January 2015, ADN had more than 35 people, was a well-known brand in the Spanish market and was acquired by KPMG where Luis became the Partner responsible for Digital Services in Spain.

In January 2017 Luis joined Mckinsey as Partner and is in charge of developing Digital Mckinsey for the Iberian Office. He has been Senior Digital Advisor for several multinational companies, such as: UNICEF, NH Hotel Group and Interflora; and is evaluator and mentor at IMPACT and Endeavor, two of the largest digital European accelerators.