POSITIONING
AND INFLUENCE POWERED
BY THOUGHT LEADERSHIP

WHO WE ARE

CHRISTOPHER BJØRK
PARTNER
Corporate, financial and International communication

GABRIELE CAGLIANI
PARTNER
Corporate communication, positioning and B2B marketing

JAVIER GARILLETI
PARTNER
Positioning, reputation management, sustainability and ESG

TOMÁS LÓPEZ MORALES
PARTNER
Storytelling, public affairs and communication

CONSUELO ARIAS
ADVISOR
National and international communications

MARIA CUESTA
SENIOR MANAGER
Strategic communicactions

CHARLIE DEVEREUX
ADVISOR
Thought leadership international

CHRISTOPHER BJØRK
PARTNER
Corporate, financial and International communication

For more than a decade, Christopher was a correspondent with The Wall Street Journal, covering banks, M&A, corporates and the Spanish economy.

In 2017, he founded boutique public relations agency Bjørk & Brown. He advises clients on complex financial issues, litigation support, crisis management and positioning strategy.

He also has significant experience working with technology startups and other firms in this industry.

Originally from Norway, Chris has lived in Madrid for over 20 years. He has lectured in communication at IE University and holds an MBA from IE Business School and a bachelor from Universidad Carlos III de Madrid.

GABRIELE CAGLIANI
PARTNER
Corporate communication, positioning and B2B marketing

Gabriele was brand, marketing and communication director of EY in Spain (2014-2018), where he also oversaw external communication in Italy, Spain and Portugal. Aftermath, he served as communication director at Vueling, in charge of global media relations and their Social Media Hub. He is currently a partner at PR firm Bjørk & Brown. A journalist by training, Gabriele previously worked as staff reporter at business newspapers El Economista and Expansión, covering sectors such as professional services, the car industry and tourism. Gabriele is Italian but has lived in Spain since 2002. He holds a bachelor in Communication from IULM University in Milan and in Journalism from CEU San Pablo University in Madrid. He also holds a degree from IESE’s Executive Development Program.

JAVIER GARILLETI
PARTNER
Positioning, reputation management, sustainability and ESG

Prior to setting up Lead By Thought, Javier led the Positioning, Reputation and Sustainability practice and was the general manager of the Foundation at both EY and PwC. At PwC he also oversaw the firm’s strategic plan in Spain (2007-2010).

He earlier worked at Banesto and Banco Santander, holding leadership roles in areas such as Change Management and Internal Communications.

Currently he is vice chairman of the Spanish Association of Corporate Responsibility Executives (DIRSE), a member of the advisory board of the Tomillo Foundation and a trustee of the Iter Foundation. Javier was also a member of the expert committee that supported Spain’s financial market supervisor, the CNMV, in the creation of its Good Governance code.

TOMÁS LÓPEZ MORALES
PARTNER
Storytelling, public affairs and communication

Tomás advises different institutions and companies on public affairs. He collaborates regularly with Retina, the technology magazine published by El País. Tomás previously has worked at Prodigioso Volcán, a digital transformation consultancy, and as a communication and political advisor in Madrid´s Town Hall. As part of his political work, he was involved in three campaigns in local, regional and national elections. Tomás started his career in financial journalism, rising to deputy managing editor of the magazine Actualidad Económica. He has a Masters in journalism from Universidad Autónoma de Madrid/Escuela El País, and also studied at the Comillas University and New York’s Columbia University.

Tomás advises different institutions and companies on public affairs. He collaborates regularly with Retina, the technology magazine published by El País.

Tomás previously has worked at Prodigioso Volcán, a digital transformation consultancy, and as a communication and political advisor in Madrid´s Town Hall. As part of his political work, he was involved in three campaigns in local, regional and national elections. Tomás started his career in financial journalism, rising to deputy managing editor of the magazine Actualidad Económica.

He has a Masters in journalism from Universidad Autónoma de Madrid/Escuela El País, and also studied at the Comillas University and New York’s Columbia University.

CONSUELO ARIAS
ADVISOR
National and international communications

Consuelo works as a communications consultant in different projects and as a freelance journalist at Aerotelegraph, a German publication focused on the aviation industry.

She previously headed up international media relations for Iberia, Spain’s flagship airline, and also led external and internal communication projects at the Transformation, MRO and Freight departments of the airline. In her more than 20 year career at Iberia, Consuelo honed her skills at managing communication crises.  Additionally, she has worked at the Press Office at the Emergency Military Unit of the Spanish Army.

She holds a Journalism Bachelor Degree by the Complutense University in Madrid and studied International Relations & Broadcast Journalism at Nottingham Trent University (UK). She also has a Master’s degree in Communications and Politics Management from the Complutense University and a Corporate Communications and Management Executive Programme from IE Business School.

MARIA CUESTA
SENIOR MANAGER
Strategic communicactions

María is a former business reporter who advises clients on financial, corporate communication and positioning strategy. 

She previously worked at national newspaper ABC for fourteen years in a number of different roles, including leading the Business section. At ABC, María was the newspaper’s economic correspondent in Spain’s Parliament, and before that covered banks, the economy and large companies. She started her career at La Razon newspaper.

María holds a bachelor in business administration from the Autónoma University of Madrid. In recent years she has also advised senior managers of listed companies to improve their positioning and reputation with high-quality content on key economic trends.

CHARLIE DEVEREUX
ADVISOR
Thought leadership and international communication

Charlie is a journalist, editor and copywriter with nearly two decades of experience. Based in Madrid, he writes for international media outlets including The Times, The Sunday Times and The New European.
He moved to Spain in 2018 to cover banks, real estate and investment funds for Bloomberg after ten years in Latin America as a correspondent in Argentina and Venezuela. In Argentina, he specialised in writing long-form stories about currency controls, trade tariffs and the complexities of Peronismo. He interviewed former President Mauricio Macri three times, as well as the central bank president and the finance minister.

Charlie joined Bloomberg in 2010 in Caracas as chief political and economic reporter. Before that he was a freelance journalist working for publications including Time magazine, The New York Times, Reuters and PRI.