Growth & Innovation Advisor · Founder & Former CEO
Strategy, processes and AI for companies that want to grow.
I'm Diego Serrano. For 25 years I've sat in the CEO's chair: founding, scaling and, when it came to it, restructuring companies. Today I help founders and leadership teams put their business in order, grow it and implement AI where it really changes the result. What a Chief AI Officer (CAIO) would do in a large company, sized for yours.
Let's talk about your company
- founding and running companies
- 25 years
- in revenue as founder and CEO
- 0 → €4M
- and €3M raised in funding
- 24 countries
How I help
What makes a company grow, from strategy to AI.
Every company arrives with a different problem. These are the areas I work in; the first conversation decides where to start.
Strategy and business model
Where you are, where you're going and which decisions get you there.
Product and offer
What you sell, to whom, at what price and with what margin.
Marketing and acquisition
Positioning, website, funnels and channels that bring in clients.
Sales
Sales process, CRM (Customer Relationship Management) and retention.
Operations and systems
Processes, ERP (Enterprise Resource Planning) such as Odoo and project management.
Finance and funding
Numbers, cash flow, investment rounds and grants.
Applied AI
Where it makes sense, how it's implemented and how it's measured.
What a CAIO does
How I work
From the first conversation to a company that works. Always in this order.
I work one-to-one with founders and leadership teams. There are no fixed packages: every company gets a proposal made for it.
- 1
Conversation
You tell me about your company and what worries you. No cost, no commitment.
- 2
Analysis
I take a careful look at people, processes, tools and numbers.
- 3
Tailored proposal
Scope, timelines and fees agreed before we start.
- 4
Execution
I do it myself or coordinate the specialists, always looking after your interests.
If something needs to be built —a website, an automation, a tool— I build it or commission and supervise it on your behalf, within the proposal.
Let's talk about your companyCases
I've done it before. In my own companies and in other people's.
Immersive-tech and AI SaaS · 24 countries
Broomx
Founder & CEO for 11 years: from the idea to the world's first immersive projector, through to its acquisition in 2025.
See the full case study
Interior design studio · 18 people
BeDeO
From 10 to 53 parallel projects in 6 months, with a single Office Manager.
See the full case study
Audiovisual production company · Barcelona
Hybrid Machine
Business development, AI-driven processes, GTM, MVP and PMF for proprietary sound, image and technology solutions.
See the full case study
Design studio · 25 years
Serrano Brothers
I founded and ran the studio for 25 years: from Lleida to offices in Barcelona, Madrid and London through a replicable partner model.
See the full case study
Publication for artists · Digital acquisition
Luyten Gallery
From zero to a complete acquisition system: content strategy, owned channel and sales funnel.
See the full case study
Diego Serrano · Growth & Innovation Advisor · Founder & Former CEO
I've been on your side of the table.
In 2014 I founded Broomx Technologies, an immersive technology and AI company I took from zero to over €4M in revenue, operating in 24 countries, with €3M raised and an acquisition closed in 2025.
Before that, in 2000, I co-founded SerranoBrothers, a design and innovation studio I ran for 25 years, with up to 15 people and clients such as BMW, LEGO, Nestlé, Adidas and Meliá Hotels.
Today I help other companies organise their growth and put AI to work: I have led systems and AI at an interior design studio and business development at an audiovisual production company.
Grooow is that experience at your company's service: someone who has already sat in the CEO's chair and looks after your interests.
Fees agreed before we start. The first conversation is always free of charge.
Career
1995
Design training
Escola Superior de Disseny Ondara.
2000
SerranoBrothers
Co-founder and director of a design and innovation studio: 25 years, up to 15 people, clients such as BMW, LEGO and Meliá.
2014
Broomx Technologies
Founder & CEO. Immersive technology and AI: 24 countries, over €4M in revenue and €3M raised. Acquired in 2025.
2025
BeDeO · Hybrid Machine
Head of systems and AI at an interior design studio and business development at an audiovisual production company.
Today
Grooow
Strategy, processes and AI for founders and leadership teams who want to grow their company.
EU Seal of Excellence · Startup Europe Awards · Sonar+D Award · EU Top 50 Startups · CreaMedia 2015 winner, best creative industries business model
Brands I've worked for as a designer and founder
With SerranoBrothers and Broomx, 2000–2025.
Shall we talk?
Write to me or book 30 minutes with me. The first conversation is free of charge and with no commitment.
Prefer to write?
Tell me in a couple of lines what's on your mind and I'll reply myself.
Prefer to talk?
Book 30 minutes in my calendar.
Pick a day and time. The calendar loads from Calendly when you press the button.
or open Calendly in a new tabor write to me directly at info@grooow.es