Xavi Roca

About me

I’m talentist, I help organizations, managers and professionals reach peak performance by empowering their leadership and personal brand.

I’m passionate about leadership, high performing teams and personal branding and I’ve spent my professional career helping companies and professionals develop their talents and strengths in order to reach peak performance.

I have a Bachelor of Business Administration and an MBA (Master in Business Administration) from ESADE, where I also took a postgraduate course in Leadership.

I got a Master in Trade Fair Management from the University of Koln.

Besides, I have completed the program “Achieving Personal and Professional Success” at Wharton University and program “Inspiring Leadership through Emotional Intelligence” at  Case Western Reserve University.

After several years of using the Clifton StrengthsFinder, I became certified in the Accelerated Strengths Coaching in 2018 and I am currently a Gallup Certified Strengths Coach.

My training

My experience

In my more than 22 years of professional experience, I have combined being General Manager of different public and private organizations, with my facet as a businessman, consultant, mentor, trainer, lecturer, entrepreneur and writer.

I am a Founding Partner of Smart Marketing, which since 2001 has empowered more than a hundred personal and corporate brands, companies and institutions through marketing, branding and communication.

I am also a Founding Partner and Consultant at Xaviroca.com which since 2013 has been developing its activity helping leaders, professionals and freelancers to achieve maximum performance through leadership development, team management and Personal Brand.

My most recent business experience has been the purchase of Optimarrhh.com, Human Resources consultancy where we centralize our headhunting, consulting and training services, and in general, talent management.

Furthermore, I am a founding partner of​ Decelera and other organizations dedicated to advising and investing in technology startups.

At the teaching level, I am an associate professor at the Universitat de Lleida in topics of leadership, talent and personal brand, as well as an academic collaborator at IQS, ESADE and other Spanish universities. Furthermore, I have taught and participated in numerous courses and seminars in different public and private institutions.

I love writing, in addition to doing it for blogs, print and digital press and other supports, in 2015 I published my first book: "Desmárcate - How to develop your personal brand successfully", now in its fourth edition.

I love training and helping others improve. But I also love learning, that’s why I am constantly training and updating myself in the areas of leadership, teamwork and personal branding


The way I work


I get deeply involved in each of the projects I develop. I work closely with each client until we achieve the desired result.


I love helping professionals discover their talents, develop them into real strengths, and use them to achieve their goals. The difference between where you are now and where you want to be is your professional development.


Most organizations and professionals focus on identifying their weaknesses and trying to fix them. I find much more interesting to discover the strengths, enhance them, and place them as the cornerstone of our professional and business activity, and always on the basis of a scientific methodology.


I adapt to the characteristics and singularities of each of our clients. No matter if they are large or small organizations, companies or professionales, the market where they compete.


I think each person is really extraordinary, although most people donot know it. We all have a combination of talents that make us unique. I help you find, develop and communicate them.


I love learning and I'm constantly updating myself on leadership issues, teamwork and personal branding, with books, podcasts, face-to-face and online training, and ultimately being up to date on the disciplines that I am passionate about.

contact me and I'll tell you more

I would love to know your project and see how we can help you.