is a Full Professor in Marketing at ESCP Business School and Co-Director of the . A true global citizen, Hector has gathered a diverse range of experiences throughout his life. Being raised in Germany by his Spanish parents, his multi-cultural identity has been shaped from an early age. Since then Hector has lived, worked and studied in various countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the last fifteen years his professional portfolio has grown in various roles in marketing, education and corporate strategy. During this time Hector has worked on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford.
Hector is interested in interdisciplinary research that addresses phenomena on the self and consumption. Currently, his work spans areas such as cross-cultural consumer behavior, body image and consumption, and, in particular, human-robot/AI interactions.