Our
People
Marta Juega
Driving the Agenda
Innovative, globally experienced professional in the wine industry with a blend of scientific and business-oriented expertise: PhD in chemical engineering and oenological research from the CSIC, Spain & MBA in Wine Business from Sonoma State University, in which she specialised in innovation and positive impact strategy for the wine sector.
Head of Positive Impact Strategy at Alliance Wine. She leads the whole positive impact strategy of the company with a clear “lead by example “focus, based on four main pillars: nature, people, growth, and responsible alliances to meet our objectives. Each pillar is based on the execution of several initiatives in which she pioneers areas such as carbon insetting, circularity in wine events, responsible drinking, reduction of waste and internal data collection and analysis systems.
Lilla O'Connor
Shaping Positive Thinking
Lilla O'Connor, a seasoned marketing leader with 20+ years of success, empowers wineries to thrive through sustainable practices. Her proven expertise in digital marketing, brand storytelling, and project execution has driven measurable results across diverse industries.
Lilla excels at crafting data-driven strategies, leading cross-functional teams, and navigating complex projects to achieve impactful outcomes, like award-winning campaigns and effective PR initiatives.
Lilla's academic background (B.Sc. Finance, CIM Postgraduate Diploma, WSET studies) further strengthens her data-driven approach and strategic vision. At PI Concept, she leverages her passion and expertise to empower wineries with online positive impact strategies, propelling them towards sustainable growth and meaningful change.
Almudena Alberca MW
Almudena Alberca MW is the first and only woman in Spain to achieve the prestigious title of Master of Wine. With a background in agricultural engineering and advanced degrees in oenology and viticulture, Almudena has worked globally, starting her career with a harvest in New Zealand. She has been pivotal in elevating Spanish wineries like Viñas del Cenit and Dominio de Atauta, where her wines consistently earned top accolades. Her extensive winemaking experience spans from boutique to large-scale projects, with a strong focus on sustainability and innovative practices. Almudena also consults globally and judges at international wine competitions, including Decanter World Wine Awards.
Luis Lancos
AI and Technology Advisor
Luis is a visionary IT leader and entrepreneur renowned for his work in the Financial Services and Payments Industry, currently serves as our technical advisor at PI Concept. Alongside his role, Luis is the Founder and CEO of DataWhisper, a startup he established in 2023. DataWhisper is dedicated to developing an advanced AI platform that provides secure, regulatory-compliant, real-time conversational business intelligence. With his expertise in driving digital transformation and innovation, Luis brings strategic insights to our team, guiding us towards success in navigating the evolving technological landscape. Passionate about emerging technologies like Gen AI and Machine Learning, he ensures our initiatives remain at the forefront of industry innovation.
About
Us
Positive Impact Concept is a revolutionary service designed to evaluate and enhance Positive Impact within the wine industry. Our approach is practical and indispensable, born from daily interactions with wineries and wine businesses. Grounded in real-world challenges and successes, it has evolved into a reliable solution for assessing, enhancing, and ensuring positive impact.
Our mission is clear: unlocking Positive Impact to drive the sustainability agenda and guide companies on their journey towards a more sustainable future. With a strong commitment to innovation and a deep understanding of the unique challenges faced by different industries, we have introduced PI Concept, a revolutionary tool designed to empower businesses with tailored sustainability strategies.
Recognising that sustainability is not a one-size-fits-all concept, we offer solutions that address specific needs and skill gaps. Leading our team is Marta Juega, a remarkable individual with a rich background. Marta holds a Ph.D. in Wine Science and Chemical Engineering, a Diploma in Winemaking from UC Davis, and an MBA from Sonoma State University. Her hands-on experience as a winery and brewery owner provides a unique perspective, driving us to create innovative, impactful solutions. We invite you to join us on this journey towards a greener future.
Problem Solving
We approach problem-solving with a comprehensive vision. Our PI Database simplifies sustainability data management, enhancing accuracy and efficiency through automation and centralised storage. This tool helps you achieve your sustainability objectives effectively while engaging both internal and external stakeholders.
Our comprehensive data management solution helps you toe efficiently collect sustainability data across all scopes, whilst complying with ISO 14064 requirements to calculate your GHG emissions and much more. It allows for automation, centralised data storage and setting up various user roles bespoke to your business.
Complementing this, our PI Analytics tool provides a detailed evaluation of the present sustainability landscape within your business. By assessing both qualitative and quantitative indicators, we offer a clear picture of your current standing on the sustainability spectrum. Our detailed reports guide businesses on the path ahead, making the journey towards a greener future clearer and more achievable.
Understanding that every business faces unique challenges, we take it a step further. Our consultancy services, backed by leading global experts, are tailored to your specific gaps and requirements. Cost-effective and focused, we pinpoint individual challenges and business needs, ensuring that every solution we offer resonates with your goals.
We are your partners in progress, dedicated to propelling your sustainability journey with practical, meaningful strategies.