I turn data, product and systems into business decisions.
I'm Roger Palacín. For more than 13 years I have built, end to end, the data, catalogue and pricing systems that keep an automotive aftermarket company running: from the Power BI that management checks every morning to the TecDoc catalogue that workshops across Europe rely on.
I design the model, write the DAX, automate the loads and present the result to management. No middlemen.
Product
Catalogue, range and pricing
I manage the full cycle: negotiating with manufacturers, creating part numbers, master data, price lists and market launch.
Systems
Translator between Business and IT
Key User for ERP and TecDoc. I have migrated entire systems without stopping the company.
13+
years in the B2B automotive aftermarket
3
fields in one profile: data, product and systems
2
leading international trade fairs: Automechanika Frankfurt and Equip Auto Paris
3
working languages: Catalan, Spanish and English
About
Understanding how a system works, and making it work better.
I started out in a newsroom, laying out magazines. I studied audio engineering. And for more than 13 years I have worked in the automotive aftermarket, where I have ended up doing a bit of everything: product, pricing, suppliers, catalogue, ERP and Business Intelligence. The common thread has always been the same: understanding how a system works, and making it work better.
Scattered Excel reports, figures that do not match, management with no daily visibility.
What I do
I design the data model, connect the ERP, define the KPIs with the people who will use them and deliver dashboards with role-based access.
Result
A single source of truth, updated automatically.
Catalogue and product master data
Problem
Incomplete or inconsistent product data across systems; a catalogue poorly published on industry platforms.
What I do
I structure and govern the master data, publish it to TecDoc and other platforms, and define the processes that keep it clean.
Result
The product gets found, correctly identified and sold.
ERP and system migrations without stopping the business
Problem
A change of ERP or IT provider, with the risk of losing data, orders or history.
What I do
I act as Key User and single point of contact between the company and its technology providers; I prepare data, validate, and sort out the day-after issues.
Result
The company changes system and keeps invoicing.
Range, suppliers and pricing
Problem
Gaps in the range, dependence on a single supplier, a pricing structure that is hard to maintain.
What I do
I develop new lines with manufacturers, open up alternative sources of supply and build the architecture of price lists and terms.
Result
A fuller, safer range with consistent pricing.
Industrial B2B marketing
Problem
A technical brand that has to reach distributors and workshops with limited resources.
What I do
International trade fairs, sales materials, product launches and support for the sales network, with in-house design.
Result
A consistent brand presence without relying on an agency for everything.
AI applied to real work
Problem
The company wants to use AI but does not know where to start.
What I do
I identify specific tasks where AI saves time (analysis, documentation, internal tools) and get them running.
CRM selection and rolloutAssessment of several solutions on the market, choice of the best fit, data load and support for the sales team during adoption.
Simplified pricing structureConsolidation of multiple price lists into a much simpler, clearer structure for the sales team.
Supply diversificationOpening up alternative manufacturing sources to reduce dependencies.
Price list publication on European industry platformsData transformation, coding and documentation of the process.
Annual sales budget processTemplates for each sales rep, year-end forecast and budget by product family and month, with anomaly detection.
Special sales campaignsSupport for the sales network.
International trade fairsStand design and coordination, large-format graphics, video and trade advertising at Automechanika Frankfurt (2024 and 2026) and Equip Auto Paris.
Career
From graphic arts to audio, and from there to BI and ERP.
2000–2002Vocational diploma in Graphic Arts Prepress (IES Esteve Terrades, Cornellà)
2001–2009Ediciones El Jueves (RBA), Barcelona. Prepress and layout technician on nationally distributed publications
2009–2011Degree in Audio Engineering (SAE Institute, Barcelona)
2013Joined DOGA Parts. Started as TecDoc Key User and migrated the catalogue
2023CRM selection and rollout · ERP upgrade and move to the cloud · New product ranges
2024Automechanika Frankfurt 2024 · CRM integrated across the organisation
2025QlikView replaced by a corporate Power BI system · Salesforce training · AI introduced as a working tool
2026Full migration of ERP and IT infrastructure · New structure of commercial terms · Launch of a new wiper blade range · BI re-architecture · Automechanika Frankfurt 2026
Experience
DOGA Parts
Castellolí (Barcelona) · April 2013 – present
Marketing Manager · Marketing, Product and Business Intelligence
Cross-functional role alongside the Managing Director: product and range management, pricing, relationships with international suppliers, TecDoc catalogue, Business Intelligence, ERP administration and IT projects.
Solely responsible for corporate BI and the TecDoc catalogue.
B2B commercial strategies with sustained growth year after year.
Launch of new product lines, very well received from the first year.
Coordination of two ERP migrations and of the IT infrastructure.
Involvement in the company's strategic decisions, alongside the Managing Director.
Organising the company's presence at international trade fairs.
Ediciones El Jueves (RBA)
Barcelona · January 2001 – January 2009
Prepress and layout technician
Production and print quality control for nationally distributed publications, with weekly deadlines.
Education
Degree in Audio Engineering — SAE Institute, Barcelona (2009–2011)
Vocational diploma in Graphic Arts Prepress — IES Esteve Terrades, Cornellà (2000–2002)
Continuing education: Power BI and Business Intelligence (modelling, DAX, visualisation) · Excel: dashboards with Power Query and Power Pivot · Excel: dynamic array formulas · Salesforce Essential Training (LinkedIn Learning, 2025) · Market Intelligence · Collaborative leadership and managing cross-functional teams
Skills and tools
Breadth with depth.
Business Intelligence and data analysis
Star-schema data models, with history and "as-of" snapshots
Advanced DAX: new customers, lost sales, deviations vs. budget and vs. previous year
Power Query (ETL) and SQL views on the ERP
Row-level security (RLS) by role
Automated loads (Power BI Service, gateway, SharePoint + Power Automate)
KPI definition: net sales, gross margin, profitability by product and customer
BI platform migration (QlikView → Power BI)
Product master data and catalogue
TecDoc DMM (TecAlliance): sole Key User since 2013
Creating and maintaining articles, technical attributes, criteria, variants, cross-references and supersessions
Article–vehicle / engine / axle linkage
Validation cycles and delivery as an official data supplier
Data governance and quality across the product life cycle
TecCom, EAN coding and price list publication on European industry platforms
Product, purchasing and pricing
Range management: launching new lines and extending families
Negotiation and follow-up with manufacturers in Asia and Europe
Dual sourcing and nearshoring
Pricing architecture: price lists, cascading discounts by family and customer group, special terms
Private-label proposals for buying groups
Packaging, labelling and part number coding
ERP and systems
Internal ERP Key User (SAP Business One and its successor)
Coordination of ERP and IT infrastructure migrations
Managing technology providers and resolving post-migration issues
CRM rollout (Pipedrive); Salesforce training
B2B marketing
Commercial strategy and support for the sales network
Annual sales budget and year-end forecast with the sales team
International trade fairs: stand, graphics, video, trade advertising
Daily professional use of AI assistants for analysis, documentation and automation
AI-assisted development of internal applications (Next.js + Supabase)
Introducing AI as a working tool in the company
Tools and technologies
BI and data
Power BI
DAX
Power Query
SQL
Advanced Excel
QlikView
Catalogue
TecDoc DMM
TecCom
ERP / CRM
SAP Business One
Pipedrive
Salesforce (training)
Automation
Power Automate
SharePoint
Development (with AI)
Next.js
Supabase
Design
Adobe Photoshop
Advanced PowerPoint
Prepress and layout
Organisation
Notion
Microsoft 365 / Teams
How I work with others
Business ↔ IT translation. I turn a commercial need into a technical specification, and the other way round.
End-to-end autonomy. I design, deliver and maintain without needing supervision.
Cross-functional leadership. I coordinate sales, finance, logistics and IT without line authority.
Cross-cultural negotiation. Daily dealings with Asian and European manufacturers.
Executive communication. I sum up complexity on one page for management.
Reliability and consistency. 13 years of finished projects.
Fast learning. From graphic arts to audio, and from there to BI and ERP.
Languages
Catalan (native)
Spanish (native)
English (B2): I work with suppliers in English every day
Sectors
Main: automotive aftermarket (manufacturers, distributors, buying groups, data standards).
Adjacent: industrial B2B distribution, manufacturers with large technical catalogues, companies with many part numbers and complex product data.
Personal affinity: audio and music.
What people say
«Nunca me ha fallado.»
Miquel Aparici
Roger es una persona de equipo con excelentes aptitudes para desarrollar perfectamente sus funciones en el área de marketing y producto. Durante el tiempo que trabajamos juntos, me demostró una alta capacidad de compromiso y estar alineado con los objetivos de la empresa. Por mi parte, siempre he confiado en su proactividad y compromiso para lograr excelentes resultados en el trabajo.
Carlos García BayonaHead of Sales & Marketing (Iberia), Niterra EMEA GmbH Worked with me from a more senior position (September 2024)
Gran profesional del marketing en todos los campos. Proactivo, creativo, y grandes dotes de liderazgo.
Alicia MorillasSales Director, MAM Manipulats i Acabats Metàl·lics (Grupo Innometal) We worked on the same team (November 2023)
En los años que Roger ha trabajado en El Jueves bajo mi responsabilidad, ha cumplido perfectamente con su trabajo, de forma responsable, eficaz y poniendo de su parte más de lo que le exigía su puesto; buen compañero de trabajo, contagiaba su buen humor al resto de compañeros. ¡Nunca me ha fallado!
Miquel ApariciArt director at El Jueves during my time there; now a sculptor He was my direct manager (August 2012)
