1. Rafael de la Serna Gould
Salvia, nº 7, Portal 4 Bajo C. 28230 – Las Rozas-MADRID
Mobile +34619021318
Mail: rafaeldelaserna1@gmail.com
PERSONAL DETAILS:
Date and Place of Birth: 12th November 1973, Madrid
Nationality: Spanish
Martial Status: Married
EDUCATION:
 1992-98 ESIC. Pozuelo. Degree in Sales Management and Marketing
 2005 IESE PDD Madrid (Development Programme for Directors)
LANGUAGES: Proficient in English, both written and oral. Basic French.
PROFESSIONAL EXPERIENCE:
CONECTA, Madrid
Conecta is a computing services provider and consultancy with revenues of €14 million pa. With divisions for EPG
accounts and financial and payroll outsourcing, Conecta has offices in Madrid, Bilbao, Zaragoza and Monterrey
(Mexico).
January 2009-Act International Business Manager (Conecta). Leader for EPG accounts
implementations with Dynamics. See www.conecta.es
♦ Managing the International strategy with special focus on the Latam territory.
♦ Marketing Manager..
♦ Customer Installed base Responsible (150 customers)
♦ EPG accounts adviser.
IBDOS CONSULTANCY, Madrid
IBdos is a computing services provider and consultancy with revenues of €16 million pa. With three divisions,
IBdos covers ERP, IT Security and Portals and has offices in Madrid, Bilbao, Barcelona y Valencia. IBdos was
named the ‘2007 Best Microsoft Dynamics Partner of the Year for EMEA’.
January 2002 – date Director of Business Development and Head of Corporate Sales
Board Member, Partner Power International. Development of international projects
within the ERP software area and in Microsoft environments. Danish based
organisation in which IBdos is a shareholder.
Madrid 18-06-2009 - 1 - C.V. Rafael de la Serna Gould

2. Board Member, Axpact UK headquartered organisation involved in the development
of international projects using Microsoft technology.
Responsibilities at IBdos:-
♦ Responsible for a team of 19 people and a 2007 sales plan of €16 million.
♦ Responsible for projects to open new offices in Barcelona, the Canary Islands and
Seville.
♦ Chief Officer in charge of relations with Microsoft, defining all sales policies and plans
to acquire new licences.
♦ Alliance policy development across Latin America.
♦ Setting up and Management of the Sales Department.
♦ Development of Sales Plans.
♦ Defining of Sales strategy.
♦ From 2005, development of the business, its branch offices and control of 100% of the
company’s sales.
♦ In charge of the Partnering Policy.
♦ Setting up of partnering for international sales, increasing the sales volume of one of
the divisions from 0% to 20%.
♦ In charge of drawing up and implementing the business plan with Microsoft Spain.
♦ Development of all international business, currently accounting for 10% of the total
group.
♦ Instrumental in achieving Microsoft award for the Group in Europe.
2000 - January 2001 Marketing & Sales Manager
♦ Heading up a Team of 3 people and a 2001 sales target of Pta. 500 million.
♦ Management and setting up of the Sales and Marketing Departments.
♦ Development of the Corporate Marketing Plan.
♦ Defined the Sales & Marketing strategy.
♦ Setting up and supervision of branch office business plans (Bilbao, Madrid and Buenos
Aires) and future plans for Levante and Lisbon.
♦ Drawing up and systematic control of Marketing and Sales plans.
♦ In charge of Partnering Policy.
♦ Responsible for drawing up and implementing the business plan with Navision Spain.
1998 – 2000 SCALA LATINA GROUP, Madrid
IT Sector, ERP
Assistant to the Marketing Manager
♦ In charge of the data base and market studies.
♦ In charge of media and advertising plan.
♦ In charge of communication.
♦ In charge of sales organisation and telemarketing.
♦ In charge of marketing for partners (Consultancy, Hardware, Software).
♦ In charge of organising events. (Informat, Infocom, Innova etc).
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3. ♦ In charge of customer service (Installed Base).
1997 – 1998 META4, Madrid
IT Sector (Payroll software industry)
Assistant to the Marketing Manager
♦ Systematic drawing up of market studies, both internal and external.
♦ Organisation of events. (Exporacle, Capital Humano etc.).
♦ Communication and media research, concentrating on specialised press.
♦ Drawing up and design of back-up documents for the sales department. (Power Point,
Sales points.)
1995 – 1997 EUROCOFIN S.L., Madrid
Communication and Public Relations
Account Executive
♦ Client - company relations.
♦ Drawing up of dossiers, mailing, faxing the press.
♦ Organisation of events. (Press conferences, presentations.)
1993 – 1995 NELSON PUBLISHING (ALHAMBRA LONGMAN), Madrid
Administrative Assistant
♦ Customer service and prospective customer service.
♦ Sales department back-up.
I.T.: Advanced knowledge of Windows: Windows 2000 and XP.
Word, Excel, Stat graphics, Project, Power Point, Access.
Data bases (Oracle, Lotus Notes, SQL Server).
Knowledge of ERP systems (Microsoft Dynamics Nav, Ax, Scala 5.1).
User’s knowledge: Paint, Paint-Shop-Pro, Corel.
Internet and Intranet.
SUPPLEMENTARY:
1996 Stock Market Seminar (ESIC) Pozuelo.
1999 ERP certificate Scala 5.1 (Financial Modules and Logistics).
1999 Microsoft sales Specialist. (Auladat).
2001 Negotiation and Sales Techniques (ESIC) Pozuelo.
2002 Sales Management (IESE)
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