Guillermo holds an undergraduate degree in Civil Engineering and an MBA with specialization in Marketing.

After three years in his positions as International Assistant Director and Marketing & Information Assistant Director of the Mexican Stock Exchange, he founded his own Export Consultancy firm EXIM in which he became deeply involved in the foreign trade sector.

The initial core activity of this company was to perform foreign trade audits for the evaluation of the efficiency on international trade operations carried out by export companies ( procedures, logistics, trade licenses, up to the control of management of governmental import-export programs). Studies on these matters were executed for European Multinational companies such as Philips, Sandoz (now Novartis), Quimica Knoll and other middle and small size import-export companies.

For some of the above mentioned clients EXIM served in a second phase as the traffic-logistics department of the export companies, taking care for the complete import-export process mainly to the USA and Europe.

In 1998 he established himself in The Netherlands where he was recruited as Marketing and Export Manager and participated as member of the Management Team of a Dutch manufacturing company with worldwide operations, establishing the firm Orta Consultants after 2 years.

With particular knowledge of the European and Latin-American markets the decision was taken to move the head office to Spain and to further develop and implement a concept by which world wide manufacturers intending to export to that country could benefit from an export generators formula that would provide a more cost efficient and operationally reliable manner to enter or enhance their Spanish sales strategies.

Aware of the importance of global integration Guillermo joined the Aydon group founding Aydon Spain.