We bring together hospitality, data and tech leaders to create intuitive solutions driven by the hospitality and restaurant industry’s current needs.
Our automated back of house processes not only reduce administration and streamline operations, they also give you a powerful view of the future.
Group Chief Executive Officer
Jorge began his career in mergers and acquisitions at Merril Lynch Boston, SBC Warburg and Alpha Corporate. He moved into the hospitality industry in 2002 as CEO of Lurca, Spain's second-largest Burger King franchise, and later founded Grupo Montalur, the country's largest franchisee of 100 Montaditos, in 2004.
After founding MAPAL in 2007, today Jorge focuses on modelling the company's culture, values and behaviour. He also defines the product vision, global strategy and the direction of the company – as well as building a great team to help him achieve it.
When dining out: Barbecued steak.
Favourite drink: Gin and tonic.
Group Chief Operating Officer
Passionate about how technology can reshape and improve society, Carlos has worked in the industry since the beginning. He started his career at Lucent Technology (now Nokia) and Nortel networks. He founded his own tech company in 2003 and sold it in 2008, when he joined the Madrid government's global IT agency as telecommunications manager.
Carlos joined Mapal in 2014 when the team will still only five-strong. Today he is responsible for scaling MAPAL in strategic international markets and positioning our product in line with our business objectives.
When dining out: Asian street food.
Favourite drink: Beer or wine from Spain's Toro region.
Group Chief Financial Officer
After spending seven years as a Professional Accountant at KPMG in Madrid and London, Daniel then moved on to become CFO for Southern Europe at Bax Global for the next 14 years. He spent the next 12 years between Madrid and Toronto as CFO in financial data and analytics at Equifax.
Daniel joined MAPAL in 2018 and oversees all financial reporting, business budgeting and forecasting, and all cash management related areas.
When dining out: Local food, wherever he may be.
Favourite drink: Beer or wine, or the occasional Scotch whisky.
Group Chief Technology Officer
Playing a key role in the growth of Bookatable was one of the highlights of Pete's career. He later went on to become CTO of Planday and one of the leaders in its expansion.
Pete joined us in 2019 and is responsible for ensuring that all our products work seamlessly together. He is also in charge of building an engineering function that will place MAPAL as the most innovative technologist in the hospitality sector.
When dining out: Andalusian fried fish.
Favourite drink: Mint tea.
Group Chief People Officer
Maite has a rich blend of experience in human resources and technology, having performed different roles in talent attraction management, HR business partnerships, and HR Director.
At MAPAL, Maite's goal is to lead the talent and culture strategy for the entire group with a business partner approach, and a focus on employee experience.
When dining out: Steak, either T-bone or tartar.
Favourite drink: Beer, or wine from the Rioja or Duero regions.
Group Chief Customer Officer
Dereck was helping his chef mother as soon as he was able to stand up. He started his working life at McDonald's and later did everything from dishwashing to bartender, before working his way up to a Fortune 500 hotel company's global brand management team.
He strives for one simple goal at MAPAL: to protect and improve the customer experience worldwide.
When dining out: Asian cuisine, particularly Thai, Indian or Chinese or Japanese and Vietnamese.
Favourite drinks: Bloody Caesar or an Old Fashioned.
Group Chief Data Officer
Iker is a born problem-solver and an engineer specialised in applied mathematics. He believes that all problems have a mathematical solution and strives to resolve them. Before joining MAPAL, he worked as a consultant in the insurance and healthcare sectors.
At Mapal, Iker creates mathematical-based functionalities and services that help both the company and customers get the most out of their business.
When dining out: Iker loves a Molnár's Kürtőskalács with chocolate.
Favourite drink: Anything as long as it's in good company.
Operations & Product Director, Flow Learning
A former developer, Simon has also worked as a SCRUM master and product owner in the financial services and hospitality industries. His extensive technical experience gives him an excellent understanding of system design across the whole software development lifecycle.
Simon enjoys delivering new solutions as well as extending existing requirements, and is responsible for all product-related areas at Flow. And for supplying the biscuits, of course.
When dining out: Steak, curry or Mexican food.
Favourite drinks: A pint of ale or lager, or cocktails on holiday.
Chief Learning Officer, Flow Learning
James has been involved with learning for over 16 years and has worked with organisations such as Google, Heineken, and the Virgin group. He is a Fellow of the Learning and Performance Institute, a current judge chair for the Learning Technologies Awards, and a former Board member of the eLearning network.
He is proud to lead the team that creates our learning resources and direct the Flow's content strategy.
When dining out: Italian food.
Favourite drink: Beer or red wine.
Group Chief Marketing Officer
James is an award-winning hospitality, marketing, brand and development strategist, having worked with various companies from Michelin restaurants and boutique hotels to multi-site restaurant and hotel brands.
At MAPAL, James leads a multinational team responsible for marketing and industry engagement and drives the strategy for new market entry. He also supports the company's mergers and acquisitions activity, as well as product development.
When dining out: Sushi or sashimi, or hearty food in a country pub.
Favourite drinks: A pint of cider or ale, or a good red wine.
Director of Customer Success, UK
Hayley has been with Flow since 2009 and has grown with the company, guaranteeing first-class support to our customers every step of the way.
Now, Hayley leads the customer success team with the main goal of supporting them to ensure they get the best out of our products.
When dining out: A seafood starter followed by a fillet steak.
Favourite drink: A good red wine, gin or tequila.
Director of Customer Success, France
Rémi joined MAPAL as Director of Customer Success for France in 2020, having worked as a HR consultant specialising in workforce management and time and attendance for the previous eight years.
He is now dedicated to supporting our customers in their use of our solutions, ensuring that they meet their needs and expectations as much as possible.
Wen dining out: Thai food
Favourite drink: Beer
Director of Customer Success, Iberia
Sergio was educated as an economist and also holds PMP, ITIL and SCRUM certificates. He has worked as a project manager and a consultant in several firms throughout his career, including KPMG, specialising in human resources management projects where he has managed payroll calculation processes for over 200,000 employees. Sergio joined MAPAL’s customer success department in 2016 where he has greatly contributed to our growth in the Spanish market.
He now leads the customer success team for Iberia with the objective of helping customers improve their business results through the use of our technology.
When dining out: Japanese food, especially sushi or sashimi,
as well as Indian food.
Favourite drink: Cold beer
Antonio de Benito
Global Director of Customer Support
Antonio has spent his entire career working with technology. He started out as a software administrator at IBM in Bratislava and moved to Amazon.es to lead their vendor support team four years later. He later returned to Spain to lead the implementation of inventory software solutions at CDK Global, before joining MAPAL in 2019.
At MAPAL, Antonio is working together with an awesome team to provide first-class customer support for all our products.
When dining out: Pizza
Favourite drink: Beer
Juan Carlos Jiménez
Business Development Director, Iberia/Latam
Juan Carlos is an accomplished executive with domestic and international experience in multi-channel product sales, distribution, and marketing for both startups and large organisations. He has a proven track record in new market identification and strategic positioning for POS and software in the restaurant sector.
Today, Juan Carlos leads Mapal's sales team in Spain, Portugal and the LATAM partner channel.
Favourite food: Home-made Cocido madrileño in the winter, and Salmorejo in summer.
Favourite drink: Scottish Whiskey "Lagavulin 16" or pisco sour.
Business Development Director, UK/MENA
Elly started as a dishwasher and has done every possible role in the hospitality industry over the last 20 years. She still thinks she's a better waitress than she is a sales director! Elly led the marketing department for Edinburgh-based multi-site bar/restaurant company, Montpelier's, and worked as a business development consultant in the hospitality sector.
Having joined Flow (now Mapal) in 2009, Elly now heads up all new business for our products in the UK, Ireland, and UAE.
When dining out: Scottish seafood.
Favourite drinks: Red wine or tequila.
Global Inside Sales Director
Stuart is an accomplished hospitality training specialist, having owned or been director level of several companies including CPL Training and Training SP. He was also acclaimed with a Business Hero 2020 award won by APPE Ltd’s work supplying front line PPE products and solutions during the pandemic.
His goal at MAPAL is to nurture and mentor teams, ensuring they are fully equipped, motivated and able to hit and exceed targets.
When dining out: A well-done fillet or sirloin steak
Favourite drink: Espresso martini or a cold pint of Peroni