Héctor is Full Professor of Marketing at ESCP Business School and Co-Director of the ESCPTech Institute. He also served as the former Research Director for ESCP's Madrid campus. His interdisciplinary research focuses on the human and business implications of artificial intelligence and intelligent robots, with particular emphasis on human–AI collaboration, consumer and employee responses to AI, social service robots, and AI in sustainability. His research has been published in journals including the Journal of Business Research, Journal of Travel Research, International Journal of Information Management European Journal of Marketing, Journal of Advertising, Psychology & Marketing, and the International Journal of Human-Computer Studies.

Alongside his academic work, Héctor works at the interface between research and managerial practice, helping executives and organizations understand how emerging technologies can be integrated in ways that create business value while accounting for their human and societal consequences. His areas of executive education and advisory expertise include AI transformation and adoption, human–AI collaboration and augmentation, consumer responses to AI, and responsible and sustainable AI. He has experience across marketing, education and corporate strategy, has worked on projects and trainings involving organizations ranging from SMEs to international companies such as Pepsi, Ford, AXA and DXC Technology. He also regularly contributes to international events as a speaker.

Having lived, studied and worked across Europe, Asia and the United States, Héctor brings a strong international and cross-cultural perspective to his research and advisory activities. He holds a PhD in Marketing and post-graduate diploma in research methods from the University of Bradford, an MBA and BSc from California State University, and previously held an academic position at the University of York.