Our
People
Marta Juega
Marta is an innovative leader in the wine industry, blending over 20 years of global experience with deep scientific and business expertise. She holds a PhD in Chemical Engineering and Oenology from the CSIC in Madrid, and an MBA in Wine Business from Sonoma State University, where she specialized in driving innovation and positive impact strategies for wineries.
As Head of Positive Impact Strategy at Alliance Wine and a member of the advisory committee at Estrella Galicia Corporate Investments, Marta leads initiatives focused on sustainability, carbon insetting, circularity, responsible drinking, and waste reduction. Her approach centers on four key pillars: nature, people, growth, and responsible alliances. By combining her scientific and strategic insights, Marta helps wineries achieve regulatory, social, and environmental goals, setting the standard for leadership in the industry.
Lilla O'Connor
Lilla O'Connor, a seasoned marketing leader with 20+ years of success, empowers wineries to thrive through sustainable practices. Her proven expertise in digital marketing, brand storytelling, and project execution has driven measurable results across diverse industries.
Lilla excels at crafting data-driven strategies, leading cross-functional teams, and navigating complex projects to achieve impactful outcomes, like award-winning campaigns and effective PR initiatives.
Lilla's academic background (B.Sc. Finance, CIM Postgraduate Diploma, WSET studies) further strengthens her data-driven approach and strategic vision. At PI Concept, she leverages her passion and expertise to empower wineries with online positive impact strategies, propelling them towards sustainable growth and meaningful change.
Almudena Alberca MW
Almudena Alberca MW is our Brand Ambassador. She is the first and only woman in Spain to achieve the prestigious title of Master of Wine. With a background in agricultural engineering and advanced degrees in oenology and viticulture, Almudena has worked globally, starting her career with a harvest in New Zealand. She has been pivotal in elevating Spanish wineries like Viñas del Cenit and Dominio de Atauta, where her wines consistently earned top accolades. Her extensive winemaking experience spans from boutique to large-scale projects, with a strong focus on sustainability and innovative practices. Almudena also consults globally and judges at international wine competitions, including Decanter World Wine Awards.
Luis Lancos
Luis is a visionary IT leader and entrepreneur renowned for his work in the Financial Services and Payments Industry, currently serves as our technical advisor at PI Concept. Alongside his role, Luis is the Founder and CEO of DataWhisper, a startup he established in 2023. DataWhisper is dedicated to developing an advanced AI platform that provides secure, regulatory-compliant, real-time conversational business intelligence. With his expertise in driving digital transformation and innovation, Luis brings strategic insights to our team, guiding us towards success in navigating the evolving technological landscape. Passionate about emerging technologies like Gen AI and Machine Learning, he ensures our initiatives remain at the forefront of industry innovation.
Natasha Walker
Natasha is motivated by a lifelong passion for New Zealand and its thriving wine industry having spent her formative years living there, she holds dual NZ / UK citizenship.
On completion of her Bachelor of Science degree in Viticulture & Oenology at Plumpton she aspires to build a successful career within a progressive wine production operation. With WSET qualifications and industry experience working in vineyards and wine wholesale, Natasha is committed to sustainability and biodiversity, and actively networks and learns from industry experts at events.
About
Us
Positive Impact Concept is a revolutionary service designed to evaluate and enhance Positive Impact within the wine industry. Our approach is practical and indispensable, born from daily interactions with wineries and wine businesses. Grounded in real-world challenges and successes, it has evolved into a reliable solution for assessing, enhancing, and ensuring positive impact.
Our mission is clear: unlocking Positive Impact to drive the sustainability agenda and guide companies on their journey towards a more sustainable future. With a strong commitment to innovation and a deep understanding of the unique challenges faced by different industries, we have introduced PI Concept, a revolutionary tool designed to empower businesses with tailored sustainability strategies.
Recognising that sustainability is not a one-size-fits-all concept, we offer solutions that address specific needs and skill gaps. Leading our team is Marta Juega, a remarkable individual with a rich background. Marta holds a Ph.D. in Wine Science and Chemical Engineering, a Diploma in Winemaking from UC Davis, and an MBA from Sonoma State University. Her hands-on experience as a winery and brewery owner provides a unique perspective, driving us to create innovative, impactful solutions. We invite you to join us on this journey towards a greener future.
Problem Solving
We approach problem-solving with a comprehensive vision. Our PI Database simplifies sustainability data management, enhancing accuracy and efficiency through automation and centralised storage. This tool helps you achieve your sustainability objectives effectively while engaging both internal and external stakeholders.
Our comprehensive data management solution helps you toe efficiently collect sustainability data across all scopes, whilst complying with ISO 14064 requirements to calculate your GHG emissions and much more. It allows for automation, centralised data storage and setting up various user roles bespoke to your business.
Complementing this, our PI Analytics tool provides a detailed evaluation of the present sustainability landscape within your business. By assessing both qualitative and quantitative indicators, we offer a clear picture of your current standing on the sustainability spectrum. Our detailed reports guide businesses on the path ahead, making the journey towards a greener future clearer and more achievable.
Understanding that every business faces unique challenges, we take it a step further. Our consultancy services, backed by leading global experts, are tailored to your specific gaps and requirements. Cost-effective and focused, we pinpoint individual challenges and business needs, ensuring that every solution we offer resonates with your goals.
We are your partners in progress, dedicated to propelling your sustainability journey with practical, meaningful strategies.