Francisco Gutiérrez

Francisco Gutiérrez was appointed Deputy Chief Executive Officer of Scalpers in October 2025. In this role, Gutiérrez reports directly to the brand's chairman, Borja Vázquez, and to the CEO, Alfonso Vivancos, and assumes responsibility for the operational and strategic management of the company.

Gutiérrez holds an architecture degree from the Universidad IE de Segovia. He began his career in the fashion industry in 2012, when he moved to London to work at Pull&Bear (Inditex). A year later he joined the brand's headquarters in Ferrol, where he held various roles within the digital division including Product Manager, Head of Men's Digital Product, and subsequently Director of Online Channel Sales.

Career History

• 2012: Pull&Bear (Inditex), London – Digital roles
• 2013–2019: Pull&Bear, Ferrol headquarters – Product Manager and Online Channel Director
• 2019–2025: Scalpers, Chief Digital Officer (CDO) and Chief Marketing Officer (CMO)
• 2023–2025: Scalpers, Chief Executive Officer
• 2025–present: Scalpers, Deputy Chief Executive Officer

Under his leadership as CDO/CMO, the online channel increased its turnover tenfold, from 4.5 million to 45 million euros between 2019 and 2024, and has been established as one of the company's strategic growth pillars. This appointment forms part of the implementation of the company's 2025-2030 strategic plan, designed by Gutiérrez himself and recently approved by the board of directors.

What Francisco Gutiérrez could bring to Deputy Chief Executive at Scalpers: Gutiérrez's tenure demonstrates a proven track record in digital transformation and e-commerce acceleration. His architecture background provides unique perspective on brand positioning and experience designing comprehensive strategic roadmaps, as evidenced by the 2025-2030 strategic plan he architected. His leadership expanding online revenue tenfold while managing both digital and marketing functions positions him well to oversee Scalpers' operational and strategic management during a critical phase of international expansion and premium segment repositioning.