Maria Lopez Escorial | IE Marketing

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Faculty

Specialist in fostering business at the bottom of the pyramid, social innovation and business solutions to fight poverty. Professor López-Escorial, expert in marketing, is focusing her efforts on expanding these concepts and the knowledge of the BoP consumer to the highest number of people. “Businesses at the bottom of the pyramid, well executed, are one of the most efficient tools we can think off at the moment, to solve social problems. Being able to create social impact and at the same time generate economic return, is key for the sustainability of the solutions. Involving companies to solve social problems, if well thought through, makes the solutions sustainable, scalable and efficient.” She teaches Business at the Bottom of the Pyramid elective to the MBA programs and Sales & Marketing Management.


Experienced in launching new companies and products, María López-Escorial achievements include her involvement in the green field launch of ING Direct and its Orange Account in Spain, the consolidation of Fundación Microfinanzas BBVA in Latin America, as well as the launch of World Vision Spain, as General Director of Strategy and Marketing.


Until recently, she was in charge of helping to develop the commercial and business strategy for Fundación Microfinanzas BBVA, and its network of 9 microfinance institutions in 7 Latin American countries that serve customers at the bottom of the pyramid. Fundación Microfinanzas BBVA is the biggest effort in the world, to apply first class banking capabilities to financially include the unbanked population.


"Individuals at the bottom of the pyramid are a fascinating, challenging, little understood, set of customers with unique needs, motivations and priorities, that well served can improved their lives and at the same time generate economic and social impact", explains María that combines a managerial, and academic profile.


Her strategic marketing knowledge embraces all marketing activities from positioning and brand management to, product launch, market segmentation, communications strategy, media plan and specially customer analysis.


“I had an intensive involvement in the strategic positioning and launch of ING direct as a new concept of banking, and the orange account as an innovative financial product. The main challenge was to launch a new bank and a new brand….with a new product….with an almost unknown distribution system….with very little physical presence…acquiring customers at a very low cost.", "With the launch of World Vision Spain, the largest sponsorship NGO in the world operating in 96 countries, we achieved spectacular growth from 65 sponsors to more than 12,000 in only 3 years with a completely unknown brand in a market where trust is key”. The consolidation of the FMBBVA enhance her knowledge of a new and challenging customer segment, those living under 4$ a day, developing tailored value propositions to address their financial needs.


Professor López-Escorial has an B.A. (hons.) in European Business Administration by Universidad Pontificia de Comillas (E-4) and Middlesex University (London, UK) and a Master in International Affairs/ International Business by Tutfs/Harvard University (Boston, USA).
Professor López-Escorial has developed her professional experience in three continents (Several European countries, USA and Australia) and performed project work in a number of countries among others, Perú, Colombia, Chile, Argentina, Panama, Bolivia, Mali and Ghana.

Corporate Experience

  • Senior strategy consultant specialized in social innovation: microfinance and Business at the Bottom of the Pyramid
  • Fundación Microfinanzas BBVA. Business Development. July 09- April 13.
  • Gomicrocredir.org. Founder. Jan 08- June 09. Awarded with the Banespyme Orange price to one of the most innovative business ideas
  • World Vision Spain. Marketing and Strategy Director. The largest sponsorship NGO in the World. Oct 04-Dec 07. Madrid, Spain.
  • Tararea y Simplifica. CEO and Founder. Strategy and Marketing consultancy (Sep 2002-present). Madrid, Spain.
  • Gran Via Musical. Marketing Director. Dec 2000- Sep 02. Madrid, Spain.
  • ING Direct Spain. Marketing Manager. Oct 98-Dec 2000. Madrid, Spain.
  • Bain & Company. Strategy Consultant. Sep 96-98. Madrid, Spain & Sidney, Australia
  • Marks & Spencer. Merchandiser. 1992-1994. London, Paris & Madrid.

 

Academic Experience

  • IE Business School (2002-present). Associate Professor of Marketing.
    Teaching Marketing & Sales Management, Business at the Bottom of the Pyramid and Social Marketing, in-house and on-line programs. In Spanish and English.
  • Professor at the Catedra Inditex de Responsabilidad Social at La Coruña University. (2012-present)
  • Seminars: Financieros sin Fronteras & the Ghana Minister of Economic Planning
    • Corporate Governance for Microfinance Institutions in Ghana. November 2012
    • Client Management for Microfinance Institutions in Ghana. June 2013
    • Corporate Governance & Client management for Financial NGOs. April 2014.

 

Academic Background

  • Master in International Business. The Fletcher School (Tufts y Harvard University) y Amos Tuck School of Business Administration (Dartmouth College). Boston. USA. School Diploma in Strategic Management and International Consultancy
  • ICADE-4 B.A. (Hons.) in European Business Administration. Universidad Pontificia de Comillas, Madrid. Spain. Middlesex University, London, UK.