David Ponce

After the initial phase as Co-Founder, I took full leadership of airefrio.com, driving business growth from a commercial, operational, and strategic perspective. I am responsible for business development, channel management, and commercial performance optimization, with a strong focus on process improvement, operational efficiency, and revenue growth. I have led the evolution of the company by defining a clear, results-oriented strategy, integrating key management systems (CRM, ERP) and automation processes to scale commercial activity and enhance customer experience. I am directly involved in business development and deal execution, managing mid-to-high ticket projects in HVAC and renewable energy solutions, while maintaining direct relationships with manufacturers and industry partners. My approach combines strategic vision with hands-on execution, building scalable growth models based on process optimization, digitalization, and channel performance improvement.

As Co-Founder of airefrio.com, I contributed to the creation and development of the company’s digital business model, driving its initial growth through online channels. I led the definition and implementation of the digital strategy, including the development of the eCommerce platform, customer acquisition, and the optimization of the commercial process, effectively connecting technology with business from an early stage. I was responsible for implementing key systems (ERP, CRM, and web platform), as well as defining internal processes to improve operational efficiency and customer experience. This phase was focused on building the digital channel, validating the business model, and positioning the company in the market, laying the foundation for its future growth.

As Co-Founder of Damitel Networks, I led the development and execution of digital transformation projects for small and medium-sized companies, focusing on building scalable e-commerce businesses and integrating technology into core business operations. Together with my team, I successfully delivered over 60 e-commerce projects based on Magento, helping companies with little or no digital presence to establish and grow their online business. My role combined business strategy, technical leadership, and execution, ensuring alignment between commercial objectives and technology implementation. I was responsible for designing and optimizing end-to-end business processes, including customer acquisition, sales operations, and system integration (ERP/CRM), with a clear focus on improving efficiency, scalability, and revenue generation. In addition, I led the structuring of IT departments, managed multidisciplinary teams, and acted as a bridge between technical teams and business stakeholders, ensuring that technology decisions translated into measurable business impact. This experience allowed me to develop a strong understanding of how to connect digital platforms, operations, and commercial strategy to drive growth across different sectors.

As a Partner at Alimentarium, I participated in the development of a startup focused on importing and distributing premium Mexican gourmet food products in the Spanish market. My main responsibility was the design and implementation of the digital channel, including the website and online presence, supporting the commercial and brand positioning strategy in an early-stage business. In addition, I was involved in operational aspects related to logistics and distribution, collaborating in the setup of supply processes and the coordination between suppliers and customers. This experience gave me practical exposure to launching a new business, understanding product-market dynamics, and supporting the development of distribution and commercial operations in a startup environment.

As CIO at Grupo Alcalá 70, I led the digital transformation of a traditional real estate business, aligning technology with commercial and operational objectives to improve efficiency and drive sales. I was responsible for the implementation of Microsoft Dynamics NAV (ERP), restructuring internal processes and enabling better control of operations, financial management, and decision-making. My role extended beyond IT, focusing on modernizing the business model by introducing digital sales channels, including the development of the corporate website and the integration of online real estate platforms, which contributed to increasing property sales and market visibility. I designed and implemented the company’s IT infrastructure from the ground up, including centralized systems, internal support services, intranet, data center (CPD), and network architecture, supporting over 80 users and ensuring scalability and reliability. This position required combining technical execution with business understanding, using technology as a lever to improve commercial performance, streamline operations, and support the company’s transition into a more competitive and modern market environment.

As Software Project Manager at Moddo.com, I led the development and continuous improvement of a retail management software solution specialized in the fashion industry. I was responsible for coordinating development teams, managing project resources, and ensuring the alignment between business requirements and technical implementation. My role focused on improving product quality, usability, and performance, contributing to the positioning of the software as a leading solution for local retail businesses at the time. Working closely with stakeholders, I translated operational needs from retail environments into functional software features, enhancing the system’s ability to support daily business operations such as sales management, reporting, and process efficiency. This experience allowed me to combine technical leadership with a strong understanding of retail operations, product development, and user needs in a highly practical business context.

As a Software Engineer at GIC Networks, I contributed to the development of early-stage eCommerce solutions aimed at connecting manufacturers, suppliers, and sales channels in the Spanish market. I was responsible for developing product catalog structures based on international standards (UNSPSC), enabling the digitalization and organization of commercial data for use in online platforms. I worked on applications focused on product management and its integration into digital sales environments, supporting the connection between supply and demand in early B2B eCommerce models. This role provided me with a strong foundation in software development applied to business, as well as an early understanding of commercial and distribution processes in digital environments.

As a Software Engineer (external consultant through Coprava) for Banco Santander, I contributed to the development of the BANSACAR platform, focused on the commercialization of vehicle leasing (renting) services for both companies and private customers. I was part of the team responsible for implementing the digital channel, contributing to key functionalities related to product management, customer acquisition, and service operations. This project involved working on digital solutions within the financial sector, supporting the connection between product offering, online channels, and end users. This experience provided me with a strong foundation in business-oriented software development and in the implementation of digital channels for service commercialization.

As a Software Developer (external consultant through Coprava) for Coca-Cola, I contributed to the development of a software solution designed to support new hospitality businesses in their early stages. The platform facilitated the management of marketing agreements and incentives offered by Coca-Cola, helping new business owners access support programs linked to commercial partnerships. I worked as part of a small development team, contributing to the design and implementation of functionalities that connected commercial conditions, customer onboarding, and operational workflows within the platform. This experience provided early exposure to how technology can support commercial strategies, channel activation, and customer acquisition processes in a large-scale organization.

As a Software Developer at Optize, I was part of the early stages of one of the first eCommerce projects in Spain, focused on selling IT products to both businesses and individual customers. I was the company’s first developer, contributing to the development of internal management systems, including ERP and CRM, supporting business operations and the growth of the online sales channel. My work focused on building key tools for managing customers, products, and operations, helping to digitalize business processes at an early stage of eCommerce development in Spain. This experience marked the beginning of my professional career, providing a strong foundation in business-oriented software development and an early understanding of how digital channels support commercial growth.