Policarpo Aroca was until now -and since 2015, when he joined Grant Thornton- the firm´s Communications director in Spain. From now on, he will lead a single department, which will take the corporate name of MCBD (Marketing, Communication and Business Development).
With a degree in Journalism from the University of Navarra, a diploma in Institutional Communication and Marketing from the same school, and a Master in Management and Communication Management from IE Business School, Policarpo has spent the last seven years of his professional career at Grant Thornton, first as a manager and then as director of Communication, and in professional services (Cuatrecasas), media (El Mundo, LaSexta Noticias) and institutions (European Parliament, Congress of Deputies). He has recently completed refresher programs in New Marketing with GTI and ITMSA in London and in digital marketing techniques (Target Internet, London).
“The objective of our team is to consolidate the position of distinction and reference that Grant Thornton has in the segment of leading medium-sized Spanish firms”, Policarpo explained. Digital will be the spearhead of all its actions, “with marketing and business development adjusted to data, in order to scale and improve, but without losing sight of the firm’s own creativity to continue to differentiate ourselves from the sector. Medium-sized firms have a golden opportunity in digital to become increasingly relevant,” concluded.
Besides, the firm informed that: “With this coordinated vision and having the client and the firm’s development at the centre of its operations, the MCBD team will proactively optimize its actions, with the objective of increasing the firm’s notoriety and brand, the generation of new leads, business and new opportunities from the existing client base, and the measurement of the return of all the actions deployed during the fiscal year. In addition and following the guidelines of the new Strategic Plan and the new Go Beyond brand positioning, technological tools will be updated and all the firm’s existing B2B marketing techniques and strategies will be enhanced. At the same time, many of GTI’s strategies in this field will be implemented, in a continuous process of transformation and value contribution of this department to the firm as a whole.”