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Pelayo Collantes Fernandez currently serves as Responsable Marketing & Innovación at ALIMERKA since January 2023. Prior to this, Pelayo held various strategic roles at CAFENTO from April 2004 to January 2023, including Responsable Experiencia Cliente & Innovación, where responsibilities included customer experience strategy and digital transformation innovation projects. Pelayo also directed a marketing department, leading a team of approximately 15 people and overseeing both strategic marketing initiatives and operational marketing activities at a national level. Additional roles involved managing the growth of new commercial channels, launching the Stracto project for coffee capsules, and executing trade marketing functions. Pelayo obtained a Postgrado Superior de Dirección Estratégica en Marketing from Esade and a degree in Administración y Dirección de Empresas from Universidad de Oviedo.