Optimizing Customer Experience since 2008


Javier Durán de Jesús
General Manager

Provides talent and leadership to join technology, user experience and business, in order to create an eCommerce ecosystem to lead in digital transformation. Entrepreneur with more than 20 year experience in cutting edge solutions with companies such as Airbus, Barcelo, Desigual, Inditex, Banco Santander and the European Commission.

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Currently a member of Venture Network’s resident panel of startup expert on IE business School, Board Directors of PuroEgo, Scientific Committee of Plan of Fight Against Plagues and Diseases, Advisory and Investor of Splitfy and StartupeXplore. He holds Telecommunication Engineer from University of Valladolid, Executive MBA from IE Business School and PMD Internationalization from IESE Business School . He is founding on neuroscience to improve the knowledge of brain.


Evelyn Weiss
Deputy Director

As Deputy CEO, Evelyn is responsible for leading LuceCEM strategic programs to ensure both long-term customer success and the ongoing growth of LuceCEM business through its partner ecosystem.
Evelyn has direct responsibility for Business Development and Customer Operations organizations.

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Evelyn is a seasoned technology executive who brings more than 12 successful years of government, enterprise, small business and consumer software experience. Prior to LuceCEM, Evelyn held roles in technology and innovation projects management for a broad scope of sectors like Retail, Financial, Tourism, Logistics and Agrifood.

Her passion is building innovative and successful web and mobile offerings that companies and end users love. Evelyn holds a. She is a Certified Professional.


Vanesa Martín
Director of Operations

As Chief Operations Officer, Vanesa is responsible for global operations including business administration, professional services and support. Vanesa brings to LuceCEM a strong technological background of more than 12 years of experience in developing and managing cutting edge technological projects for customers of private and public sector.

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Vanesa’s experience spans across various business functions / industries such as Banking, Education, eCommerce, Logistics, Aerospace, etc…

Vanesa holds a Telecommunication Engineering degree from the University of Valladolid and her passion is to streamline processes and operations by applying lean & agile techniques.


Agustín Huerta Arroyo
H.R & Admin. Director

Telecommunications Engineer from the University of Valladolid. After a three-year period of research tasks at the University of Valladolid and its Foundations, becomes part of the Human Team Management from Luce Innovative Technologies, contributing with his experience to this area and helping with research work from several projects of the company to date.

Advisory board


Jaime Ortiz Alonso
Finance Business Partner Consumer Markets in Heidrick & Struggles

Professional in Global Finance and control management with 20 years’ experience in Heidrick & Struggles and Deloitte.


Daniel Martín
Director of Operations at PuroEGO.

Expert in Global operations with retail stores which sell all over the world. . 15 years’ experience working for ADIF and PuroEGO and as an associate professor at Carlos III University in Madrid.


Javier Cabezas
Strategy Project Manager at CECA

Head Advisor, Banking Digital Strategy. Expert in defining and implementing organic and inorganic growth strategies. Over 15 years’ experience in strategy departments and businesses, advising both national and international services and as a professor at Carlos III University in Madrid.

Luce CEM Team


LuceCEM’s team is formed by a multidisciplinary group of qualified experts on the fields of advanced analytics, big data and intelligent systems applied to different knowledge areas.

The team possesses demonstrated know-how obtained by working at different levels, including Manufacturing Control, Operations Management and Business Planning and Logistics.

Innovative and robust solutions are being created by these specialists, using cutting-edge software technologies and methodologies to create solutions to problems that seemed technologically infeasible.