Hugo mixes business strategy, technology and user-centric design to drive transformation in both startups and large corporates, enabling them to leapfrog their competitors while leveraging the capabilities of the digital age.

Hugo has been consistently brought in to create new products and revenue streams and lead Digital and Innovation functions. Once described as an energetic self-starter that makes things happen. He has almost 20 years experience working across agencies, brands and consultancies, and is deeply involved with the startup and VC worlds.

He is starting the new year with a new challenge, so more to come on that front…

He’s an enthusiast in emerging technologies and the impact they will have in the world, our businesses and all humanity, and is especially keen in bringing to life Artificial Intelligence, Blockchain and IoT, as they will digitise the physical world and accelerate innovation and human experience exponentially.


AI for Asthma (& Health): Designed a data model, hacked an inhaler and created an app to predict and prevent asthma crisis for 250 million people around the world, in a few weeks with geniuses Chris Hay and Serge Keyser. Now being used as a framework that brings together weather data, AI and IoT to tackle other chronic diseases. Just in the UK, this could have saved the NHS £1Bn in 2015.

Blockchain for Utilities: Redesigned the relationship of a Utilities company with a community generating its energy using renewables, using Blockchain and NLP to engage supply & demand of a peer to peer marketplace and machine learning and AI to help you make money out of your local IoT network of devices and the data generated from them. This fundamentally challenges monetising energy units (in the future) and shows the potential digital pivot for a £10Bn Industry.

Blockchain for Supply Chain: Led the creation and development of a project to redesign Supply Chain and procurement of Upstream in the Oil & Gas Industry, which has the potential to redesign its operation without any inventory, leveraging the capabilities of IoT, Blockchain and Artificial Intelligence. This would have cost savings in the $Billions and would revolutionise visibility and efficiency of operations, procurement and strategy.

Leadership Development 2020: Designed an organic digital leadership development programme to up-skill senior leadership to create, set up and run their own digital projects, create and ecosystem of partners for their LoB/BU, and have a data driven and transparent ethos in their business.

Hugo has also done some co-anchor work, in a Tech trends show from Telefónica DigitalDigital Futures, and has been featured in a few video interviews.

Professional Experience

  • Advisory Board Mentor | Senvio | London (present)
  • Advisory Board Member | Cognition X | London (present)
  • Advisory Board Member | Shop Direct 
  • Startup Mentor | Wayra UK  (present)
  • Startup Mentor | The Open Data Institute  (present)
  • Advisory Board Member | Data Pitch  (present)


Accenture Digital | Managing Director Resources UK&I | London

IBM Interactive Experience | Innovation Services Leader EMEA – Strategy & Design Centre of Competence | London

Telefonica Digital | Head of Intranet & Social Media | Global Go To Market Lead & Innovation Big Data | London

VICE Media | Head of Digital, Activation and Marketing | London

MTV Networks | Online Manager, Head of Digital, Social Media Leader South Europe | Madrid, Lisbon

Accedo Interactive | Managing Director Digital | Lisbon

More positions on Hugo’s Linkedin profile


1 thought on “About

  1. Hello Hugo,

    I hope you’re well and life in the innovative world of IBM is good.

    We haven’t met before, but I hoped that you might be trending the boards and interested in a speaking opportunity in front of a new Dorset based audience?

    I produce a digital masterclass event called Fable for leading local business owners and marketers from across Dorset and Hampshire. Our last event attracted over seventy guests, and the next one is set to be even bigger.

    The theme of the next session is Digital Transformation where we have a panel of speakers discussing leadership, brand and the future including
    Nicolas Copeland, Social Media Manager from LUSH
    Samantha Kingston, Co-Founder of Virtual Umbrella
    Our own Adam Greenwood, Co-Founder of Greenwood Campbell

    I am currently looking for another speaker to talk about “big data” – how can we track, monitor, maintain and inform ourselves on what is going on online? How do you increase your presence? How do you monitor this data?

    I wondered if with your current position at IBM presenting this topic of “big data” would be something that would interest you? How with such a huge network across the UK you use large amounts of data to lead digital transformation, influence your digital strategies, always ensure the customer is at the centre of digital and lead change. Or alternatively if there is another element of Digital Transformation you might be interested in discussing?

    The event is on Wednesday 7th September from 17:00 at our office in Central Bournemouth. The seminar runs from 17.00 to 19.30, followed by a relaxed beer of two with a DJ and great food.

    You can read more about the event here >> https://gcfable2.eventbrite.co.uk

    And you can see how great the last event was in the video here >>

    Let me know your thoughts, we would really love to welcome you – so please let me know if you have any questions or concerns and I will do my best to convince you round!

    Kind regards

    Kelly Butler

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