Full Professor of Journalism and Academic Director of Postgraduate Studies at the School of Communication of the University of Navarra, where he earned his doctorate and began teaching in 1989. He holds a Master of Arts in Marketing Communications/Advertising from Emerson College, Boston (1993), and is a visiting professor at the Pontifical University of the Holy Cross (Rome, Italy).

Throughout his career, he has held various management positions at the national and international levels: he has been Director of Studies and Vice Dean of the School of Communication at the University of Navarra, Academic Director of the Master’s Program in Communication Business Management, and Deputy Director of the Master’s Programs in Communication Business Management and in Political and Corporate Communication at the University of Navarra. He also served as Director of International Relations for the School of Communication at the University of Navarra and Academic Director of the Institute of Media and Entertainment (IME) in New York.

As a result of his work in international academic research networks, he has served as Deputy President of the European Media Management Association (EMMA). He has an extensive research career.

He has an extensive research background. He is the author of eleven books related to communication, marketing, advertising, and the media industry. He is the author of eleven books related to communication, marketing, advertising, and the media industry: Crisis of Confidence: The Discrediting of the Media (2022); Human Brands (2017, 2nd edition in 2024); Advertising and the Media: Essays on Introduction to Advertising (2015); Innovation in the Media: The Path to Change (2012, with Alfonso Sánchez Tabernero); Advertising and the Media (2011); Making Yourself Known: The Company and the Media (2007); Issues on Media and Entertainment (2006); The New Areopagi (2003); Planning and Management of Advertising Media (2000); Advertising Media Course (1999); and Media Buying Agencies (1996).

In addition, he has written 37 book chapters and 99 scientific and popular articles on communication. The National Commission for the Evaluation of Research Activity (CNEAI) in Spain has recognized his research career by positively evaluating four six-year research periods.

His participation in publicly and privately funded research projects has been extensive. He participated in the architecture of listening to the social footprint: best practices in content production. He coordinated, as Principal Investigator, the project «Traditional Brands and New Brands in Online Information Markets»; he participated in the projects «Evaluation Criteria of the News Household in the Spanish Information Market» and «Media Concentration in Spain: Magazines.»

Throughout his academic career, he has supervised eight doctoral theses, allowing him to develop several doctoral students’ academic talent and form research teams. He is currently supervising or co-supervising four more theses. Her research focuses on trust, attention, and the humanistic and anthropological foundations of marketing and the management of communication companies. She regularly shares her research findings in publications such as The Conversation and through her social media accounts, including X and LinkedIn.