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Marketing consultant in Segovia

Marketing consultant
in Segovia.

UNESCO heritage (Aqueduct, Alcázar, Cathedral), gastronomy with origin labels (Cochinillo de Segovia IGP, Judión de La Granja IGP), automotive components in Bernuy de Porreros and a historic telecommunications belt. I work with restaurateurs in family handover, agri-livestock cooperatives and industrial SMEs in the A-1 corridor.

The market in Segovia

World heritage + silent industry 60 minutes from Madrid.

Segovia is one of Spain's most recognised tourist destinations, but its economy is not sustained only by the Aqueduct: the industrial belt of Bernuy de Porreros and the A-1 corridor concentrate automotive suppliers, telecommunications (historic IBM, today an ecosystem of successor companies) and agri-food with origin labels. Proximity to Madrid is a double-edged sword: it makes a market day easy, but complicates retaining one's own brand.

I work with traditional restaurateurs facing succession challenges (Cándido, Duque and others spanning 4-5 generations), wineries and cooperatives with Segovia-side DOP Ribera del Duero and IGP Judión de La Granja, and industrial companies orbiting around the Hontoria and Bernuy industrial estates.

Services I offer in Segovia

Strategy, execution and support.

Same method and rigour I apply across other territories. I work in person with clients in Segovia and the surrounding area, complemented by remote sessions when needed.

Sectors I work with in Segovia

Sectors with most demand in Segovia.

01

UNESCO heritage tourism (Aqueduct, Alcázar, Cathedral)

02

Gastronomy with origin labels (Cochinillo IGP, Judión de La Granja IGP)

03

Agriculture and livestock (A-1 cooperatives)

04

Automotive components (Bernuy de Porreros, Hontoria)

05

Telecommunications and IBM cluster successors

06

Traditional catering with generational handover

Real business fabric

Sectors I know well in Segovia.

Segovia has a non-obvious mixed profile: a global tourism brand, recognised agri-food and an industrial belt that benefits from the A-1 corridor without entering Madrid's orbit. These are the five fronts where I have worked most.

UNESCO heritage tourism and the pressure from Madrid

The Aqueduct, the Alcázar and the Cathedral mean Segovia receives millions of visitors a year, most on market-day trips from Madrid. The consequence: high tourism turnover but low overnight stays, scarce differentiation between operators and a price war that grinds margins. The 'Segovia' brand is overused and weakly structured.

My work with restaurateurs, boutique hotels and regional offices (Real Sitio de San Ildefonso, Sepúlveda, Pedraza) consists of building differentiated narratives by niche (high-altitude gastronomy, car-free getaway, slow tourism) and capturing the traveller who does stay overnight. And a lot of work on the direct channel to avoid OTAs eroding margin.

Cochinillo IGP, Judión de La Granja IGP and gastronomy with origin

Segovia Suckling Pig has its own IGP and is the star of centennial inns (Cándido, Duque, Mesón de José María). The Judión de La Granja IGP, less visible, sustains family vegetable farming. Both brands face the generational handover challenge: the fourth and fifth generations don't want to cook standing 14 hours a day, but do want to keep the business if they find how.

I work with these businesses on two levels: marketing professionalisation (moving from 'we've always done it this way' to a brand with editorial planning, social media and online reservations) and succession planning (how to transmit 90 years of craft without killing the identity). The product is there; what fails is communication.

Automotive components in Bernuy de Porreros and Hontoria

The Hontoria estate and the Bernuy de Porreros belt concentrate Tier 2 and Tier 3 automotive suppliers serving both Iveco in Madrid and Renault in Valladolid. It's a fabric specialised in plastic, metal and elastomer components, with customers requiring IATF 16949 and ISO 14001.

My work here is applied B2B marketing: helping the sales department position technical capabilities against the OEM buyer (technical branded content, engineering use cases), and supporting management on documentary compliance (ISO 27001 for customer data, GDPR for employees).

Telecommunications and the IBM cluster successors

Segovia had an IBM centre on its outskirts for decades, generating an ecosystem of professionals and local companies. That fabric remains active: systems integrators, small IT consultancies, managed services and manufacturer partners (Microsoft, Cisco, VMware) serving mid-sized accounts in Segovia, Ávila and the Madrid northern sierra.

I work with these IT SMEs on positioning (how to compete with large Madrid consultancies without fighting on price) and pipeline (LinkedIn ads for local B2B, technical content ranking for procurement searches, lead nurturing automation).

Segovia · heritage + silent industry

The city of the Aqueduct, the suckling pig and silent automotive.

Map · Segovia in Castile and León SEGOVIA CASTILLA Y LEÓN
Frequently asked questions

What people ask me most about working in Segovia.

Do you work with traditional restaurateurs (suckling pig, beans)?+

Yes, it's one of my work niches. Segovia's century-old restaurants face a real generational handover problem: children who don't want to keep up the pace, family brand that doesn't modernise, dependence on day-trips from Madrid. I work on the marketing plan and the transition plan at the same time.

How do you stop Segovia being just a day-trip destination from Madrid?+

By designing product and communication that filters the traveller who stays overnight: gastronomy with experience, the Segovia wine route, Real Sitio de San Ildefonso off-peak. It's not an SEO problem, it's a problem of how the offer is presented.

Do you handle projects in the Bernuy industrial estate?+

Yes. I work on B2B marketing for Tier 2 and Tier 3 automotive suppliers: technical positioning against the OEM buyer, documentary compliance, value-proposition optimisation. The Hontoria and Bernuy estate is one of the densest in Castile and León.

Do you work with the Segovia side of DOP Ribera del Duero?+

Yes. The Segovia area of the DOP (Cuéllar, Carbonero el Mayor) has specific challenges: younger vineyards, positioning against the more recognised Burgos area. Same approach as in Burgos but adapted: how to tell Segovia without falling into 'we're the others'.

Do you also cover La Granja, Real Sitio area?+

Yes. The Real Sitio de San Ildefonso and La Granja have their own profile (palace, glass, glass factory) and a different market from the Segovia old town. I work with accommodations, regional offices and local commerce.

Let's talk

Is your company in Segovia?

First session free, no sales pitch. In-person in Segovia or video. If we click, sealed proposal in 5 days.

Frequently asked questions

Do you work with traditional restaurateurs (suckling pig, beans)?

Yes, it's one of my work niches. Segovia's century-old restaurants face a real generational handover problem: children who don't want to keep up the pace, family brand that doesn't modernise, dependence on day-trips from Madrid. I work on the marketing plan and the transition plan at the same time.

How do you stop Segovia being just a day-trip destination from Madrid?

By designing product and communication that filters the traveller who stays overnight: gastronomy with experience, the Segovia wine route, Real Sitio de San Ildefonso off-peak. It's not an SEO problem, it's a problem of how the offer is presented.

Do you handle projects in the Bernuy industrial estate?

Yes. I work on B2B marketing for Tier 2 and Tier 3 automotive suppliers: technical positioning against the OEM buyer, documentary compliance, value-proposition optimisation. The Hontoria and Bernuy estate is one of the densest in Castile and León.

Do you work with the Segovia side of DOP Ribera del Duero?

Yes. The Segovia area of the DOP (Cuéllar, Carbonero el Mayor) has specific challenges: younger vineyards, positioning against the more recognised Burgos area. Same approach as in Burgos but adapted: how to tell Segovia without falling into 'we're the others'.

Do you also cover La Granja, Real Sitio area?

Yes. The Real Sitio de San Ildefonso and La Granja have their own profile (palace, glass, glass factory) and a different market from the Segovia old town. I work with accommodations, regional offices and local commerce.

References: AENOR · BOE · ISO