He received the Business Administration and Management degree in 2016 and the Strategy, Business and Marketing Masters’ degree in 2017, both degrees from the University of Zaragoza (UNIZAR) and receiving the Academic Excellence award. Guillermo has a background in marketing and consumer behaviour research, publishing some of his papers in  different and famous journals of the field. He has been part of Entropy Studio, where he helped in the coordination and production of virtual reality projects.