CTO at Cocunat · Valencia, Spain

Technology that performs,because people do.

I'm Jose. For more than a decade I've built online stores, and the teams behind them. I care about two things equally: products that are genuinely fast, and people who actually want to build them.

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About

Computer engineer by training, eCommerce obsessive by choice. For over a decade I've built and led the technology behind online stores. Today I'm CTO at Cocunat.

I care about two things, equally: products that are genuinely fast, and teams that actually want to show up. The second is what makes the first possible. A lot of my job is just removing the obstacles, so the good work can land.

Seventeen years in tech taught me one thing for sure: speed wins, and culture is what actually ships the work. So I lead the way I'd want to be led. Close, present, and allergic to friction that doesn't need to exist.

Based

Valencia, Spain

Role

CTO, Cocunat

Focus

Performance & people

In tech since

2009

Computer Engineering Degree Engineering leadership eCommerce platforms People-first teams Web performance

Adobe Certified Expert, Adobe Commerce

PRINCE2 Certified

ITIL Certified

Google Analytics Certified

20+ projects

shipped, idea → go-live

40+ yoga retreats

co-run worldwide

40%

of people leave a site that takes more than three seconds to load. Speed isn't a detail. It's the business.

Something I've watched cost real money, more than once.

Selected work

Some of the brands I've helped move faster.

And these are just some of them, from a decade of building online stores and the teams behind them.

Leading the technology and digital experience end to end. Simpler foundations, a higher bar for performance, and a team that ships with care.

Technical Product Owner at PHPro for European brands across news media, outdoor retail and interior design, building and evolving their eCommerce platforms.

Connected Inditex brands to international marketplaces on an API-first microservices platform, at the scale of one of the world's largest commerce groups.

Ran every company-wide eCommerce site and digital channel across SFCC, Magento, WooCommerce and Prestashop for a global brand.

Led the Magento 2 build for one of Spain's largest eCommerce sites, running a 20-person squad and rebuilding stock, returns and the in-store experience.

Owned the eCommerce roadmap across Madrid and London teams, launching Zalando and Privalia, new EU channels and a rebuilt returns system.

Career

The path so far.

Since 2009

In tech since 2009, in eCommerce for more than a decade. Here are the stops that shaped it.

2025-now

Chief Technology Officer

Cocunat

2021-2025

Technical eCommerce Product Owner / Team Lead

PHPro / Xplore Group

2020-2021

Marketplace Integration Technical Product Owner

Corunet

2017-2020

eCommerce Project Manager / Technical Product Owner

Onestic · Druni, Pepe Jeans, Hackett

2009-2016

IT, Systems & Service Management

Service Manager at Bull, plus monitoring, database administration and systems roles across several companies. A decade in the trenches, building the foundations.

Education

Computer Engineering Degree

Universitat Politècnica de València

Speaking & Publishing

On stage, and in print.

Talks, panels, and the odd published piece.

eCommerce in 2026 Web performance as a growth lever Core Web Vitals & revenue Agentic commerce Omnichannel reality People-first leadership

Report

Core Web Vitals leaderboard for cosmetic and beauty sites in Spain

First half 2026 · Spain

Core Web Vitals: Cosmetic & Beauty in Spain

62 cosmetic and beauty stores ranked on real-user Core Web Vitals, mobile and desktop, with 40 weeks of trends per site.

Open the report →

Panel

12 Feb 2026 · Madrid

Shopify Connect: Innovating Commerce Together

Panel: “Local Success Stories, Global Impact.” How strong local brands read the market and turn it into real growth.

Host · Shopify

Panel

20 Nov 2025

The Future of Beauty

A private dinner panel with leaders from across the sector. I spoke alongside Shopify's Lead Account Executive on where commerce goes next.

Host · Shopify

Interview

The Cocunat case study page on shopify.com

2025 · shopify.com

The Cocunat success story

An interview I did with Shopify on how we run technology and growth at Cocunat, published on Shopify's site.

Host · Shopify

Read it →

Ideas

Ideas I've shared on social.

Notes on commerce, performance and leadership. Plus the odd lesson from life.

Web Performance

Most stores are leaving money on the table

I audited Spain's 50 most-visited online stores. Only 22% passed all three Core Web Vitals. The rest are losing customers before the first product even loads.

eCommerce 2026

Simplify the foundations

AI and agentic commerce get the headlines. The real edge is duller than that: the teams who simplify their foundations move faster than the ones still admiring their own complexity.

Leadership

Not their manager. Their person.

I borrowed the line from Ancelotti. I build teams on real human connection, not hierarchy. The proof? In years, nobody has left. Culture, taken seriously, is performance.

On effort

The real ROI of effort

The real return on effort isn't applause or recognition. It's the quiet pride of knowing you held nothing back. A lesson I keep relearning, on and off the pitch.

See more on LinkedIn →

Voices

What it's like to work with me.

Every one of these is a recommendation written on LinkedIn.

“

“Working with Jose has been hugely rewarding. Organized and highly capable, focused on getting every detail right. His character makes everything flow, and I recommend him without reservation.”

Luis Muñoz Rodríguez · CTOO

01 / 06

Beyond the code

Leadership I practice, off the clock.

For eight years now, my wife Jennison and I have run yoga retreats around the world. She's the yoga teacher, with more than fifteen years of practice. My role is unofficial and unglamorous: make sure everyone is looked after. Honestly, it has taught me more about leadership than any framework.

Tuscany

Greece

Croatia

Portugal

Spain

Morocco

California

40+ retreats · 8 years