Universidad Internacional de La Rioja

Gerardo Mochales


Bachelor in Economics, and in Business Administration and Management (National Bachelor's Award) from ICADE Higher Program in Marketing Management (B2B / B2C) at the IE.


Dr. Mochales has exercised his teaching duties as associate professor of Strategy, Corporate Marketing and Advertising. He is an expert in the various areas of Communication (corporate, international ...). He worked as a professor in different MBA modalities, in prestigious institutions such as ESIC, Instituto de Empresa (IE), Florida Atlantic University, Complutense University of Madrid and the IMF group. In the professional field he was Global Director of Marketing, Communication and Institutional Relations of Acciona and Marketing Director and Director of Business Development at The Coca-Cola Company. Previously, he held the position of Project Manager at MCKINSEY & CO. Likewise, Gerardo Mochales is an active member of the Board of Directors of several companies, among which the European Ski School of Sierra Nevada, IslandTours and Aramon stand out. Between 2007 and 2010, Mochales was also a member of the Foreign Policy Council of the CEOE and Acciona-El Coto Asset Management. Among the awards and recognitions that he has garnered throughout his teaching and professional career, the Efficiency Award 10 stands out for the commercial work and digital marketing strategy of the Acciona campaign and Paris-Dakar electric car (also by Acciona). In 2013 he received the National Award of the Marketing Association of Spain. In 2008, he won the AWEA Award (awarded by the American Wind Energy Association) that recognized the best communication strategy in the foreign company category (Acciona) in the US. In 2004 he received the World Press Award for the best international Soccer and Coke campaign and "Coca-Cola movement" as the first online campaign in The Coca-Cola Company.

Lines of research

Gerardo Mochales is an expert in the analysis and determination of the strategic nature of marketing initiatives; in the profitability of advertising actions; the relevance of stakeholders and community relations as the center of gravity of CSR and Sustainability actions. Also in the relationship between consumer behavior and branding in competitive markets; Corporate communication and total communication.