Guillem Graell is a prominent entrepreneur and Chief Brand Officer with over 18 years of experience in global business and brand building, especially in sports and FMCG. He has made significant changes in brand strategy and digital product development.
As CMO at FC Barcelona from 2017 to 2021, Guillem turned the club into a global "LoveBrand," making it the Most Valuable Football brand in the world, according to Forbes Sports. He tripled the club's digital product revenue and created a direct-to-fan strategy that generated over €1 billion. He also started Barça Studios, an innovative D2C business model, and managed teams of up to 200 professionals, producing formats like “Matchday, inside FC Barcelona” and the “Talent Explorers” animated series.
Guillem led the club's digital transformation, overseeing its NFTs, crypto strategy, eSports, and digital subscription products. Before FC Barcelona, he worked with major companies like P&G, Reckitt Benckiser, Chupa Chups, Codorniu Group, and Accenture.
Today, Guillem is the co-founder and managing partner at D2F, a company that connects love brands with their fans in the sports and entertainment industry. He also teaches at UPF – Barcelona School of Management and ESADE Business School.
Guillem's expertise in brand strategy and digital transformation has made him a leading Chief Brand Officer, with his work at FC Barcelona and D2F continuing to impact the sports and entertainment sectors.
Guillem Graell unpacks the strategies behind turning companies into LoveBrands that resonate deeply with their audiences. Drawing on his experience with globally renowned brands, he highlights how emotional value, content leadership, and digital innovation drive success in the modern market. His unique approach combines brand leadership, strategic transformation, and business management to inspire meaningful customer engagement. With a flair for breaking conventional boundaries, Guillem offers transformative insights for creating impactful, profitable brand experiences.
