Pablo Lapeña Pablo Lapeña has sat on every side of the Amazon table. He spent 15 years at Procter & Gamble, the last seven as Senior Director of Amazon Europe based in Geneva, a role created for him after he grew P&G Spain’s Amazon business 8x in two and a half years. He led seven consecutive pan-European vendor negotiations with Amazon and launched the channel for P&G in six new countries. At nights and weekends he built his own Amazon brands as a seller: one crossed several million dollars in its second year, then survived a 60 percent collapse of its category in 2024. He has founded thirteen companies in thirteen years. Six are alive; seven failed and taught him more than the wins. In July 2025 he left P&G to run his brands full time and co-found E-commerce Grand Masters with Luca Marini and Daniel Arenas, a former Amazon Senior Category Leader who spent a decade on the other side of Pablo’s negotiations. In 2026 he put 500 hours into rebuilding the whole operation around AI. Through E-commerce Grand Masters he now trains and certifies senior Amazon operators, so brands can finally hire people who know how to run this.