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).