Metropolitan Business Association

I'm leading the Metropolitan Business Association (MBA), an organisation dedicated to developing an English-speaking business community of small business owners and entrepreneurs in Barcelona and empowering its members to achieve sustainable growth through a network built on respect, collaboration, and mutual success.

President & Co- Founder

Ask Maria Kelly

As Fractional Chief Strategy Officer, I help businesses scale with confidence by providing the strategy, structure, and skills they need to grow smoothly and sustainably.

✅ Business Strategy & Growth Coaching: Partnering with entrepreneurs to develop clear strategies that drive sustainable growth.

✅ Leadership Development: Empowering leaders to enhance team performance and navigate challenges effectively.

✅ Process Optimisation: Streamlining operations to improve efficiency and scalability.

✅ Team Training Workshops: Conducting customised training sessions to build cohesive and high-performing teams.

Founder & Principal Consultant 

North Paddington Food Bank

Implemented and managed the on-boarding and DBS vetting of 400 new volunteers to respond to the high demand of home deliveries for people self isolating or vulnerable in the wake of Covid-19. Tested and integrated a volunteer software program to manage the process going forward.

Senior Volunteer

Sotheby's

Leading the Division’s Auction & Private Sales Business. 
Consolidated the core activity of both divisions ensuring global consistency & synergies within regions and departments. 
Led the Middle East development launching the first Watches Auction in Dubai.

Global Deputy Managing Director Jewellery & Watches Division

Working alongside the Managing Director, created the  Luxury & Lifestyle Division & successfully delivered <$500 million of aggregated auction sales.

Deputy Managing Director Luxury & Lifestyle Division

Business lead for two Global Departments: Jewellery and Watches

International Division Director Jewellery and Watches

Management of the North America regional specialist departments: 
24 Departments split across three divisions: Fine Arts, Decorative Arts and Asian Arts.
Led the integration & partnership with RM Sotheby’s (cars)

Senior Vice President, Head of Regional Specialists

Management of the North America Regional Fine Arts Division
Guest Speaker at the Sotheby's Institute of Art Summer Study Program

Senior Vice President, Division Director

Led all Financial, Operational, HR & Administrative functions in Switzerland. 
•	Compliance Officer Switzerland
•	Deputy Money Laundering Officer Switzerland
Officer Promotions:
•	Senior Director 2012
•	Director 2007
•	Deputy Director 2006

General Manager & Business Director Switzerland

Lead the Swiss Administrative group, the Shipping Department, Security and Risk in Geneva. Oversaw the client experience.

Office Manager

Organised the physical movement of all Works of Art, Jewellery and Watches in and out of Geneva for annual values exceeding $ 300 million. Managed Security, Risk and Building Maintenance.

Shipping Manager

Effectively ran the administration of the Geneva Import & Export Department. Coordinated shipments of consignments and purchases of high end jewellery, watches and works of art for auction.

Shipping Coordinator

Split between the Shipping Department and the Sales Administration Department.
Assisted the Shipping Deputy on all administrative tasks, including Inventory management and SAP and invoice procurement and administered the auctions.

Sales Administrator & Shipping Assistant

CAMAIEU INTERNATIONAL

Camaïeu is a French retail clothing company which manufactures and sells its own collections of women's clothing.

Sales Assistant

EMS Eynard-Fatio  Retirement Home

Gave daily care to elderly "end of life" patients

Health Care Assistant

Fondation Baur, musée des arts d'Extrême-Orient

Museum Assistant

🚀Accelerate Your Leadership Transition in 90 days 💥Growth Strategist for Leaders Who Care 🎯Executive & Corporate Coaching 🎯Career Coaching For Frustrated Professionals Who Want to Get Unstuck

You didn’t start your business to feel stuck, stressed, and overwhelmed. But here you are, you’ve hit a wall. You’re busting your chops, yet things aren’t coming together. Your business is running you instead of the other way around

You had a vision: freedom, growth, & work that truly mattered. But somewhere along the way, things got complicated:

‼️ You’re working hard, but growth isn’t happening fast enough
‼️ Your team should be your biggest asset, not your biggest challenge
‼️ Decisions are piling up, you feel stuck & scaling seems impossible

What I Do

I work with entrepreneurs and business owners hitting a wall in strategy, leadership, or processes. I deliver a clear, practical plan so you can stop second-guessing & start scaling

No vague advice. Just clarity, confidence, and action

How We Make That Happen

✅ 1:1 Business Strategy Coaching – Get unstuck, simplify decisions, & confidently move forward

✅ Fractional Chief Strategy Officer: People | Processes | Leadership – High-level strategic support to optimise your team, streamline operations & strengthen leadership

✅ High-Impact Team Training Days – Hands-on workshops to improve communication, collaboration, & performance

What You Can Expect

✔ No cookie-cutter solutions. Just practical, tailored strategies that work
✔ A clear, actionable plan for your business & you
✔ A trusted partner to help you scale with confidence

Why Trust Me?

With 25+ years of experience in business strategy, leadership, and operations, I bring real-world expertise, a global perspective, & a results-driven approach

Key Credentials

⏩ Triple-Accredited Professional Coach
⏩ Senior Executive Leader (Sotheby’s, $500M+ in annual sales)
⏩ Co-founder & President, Metropolitan Business Association 
⏩ Member of the Professional Speakers Association Spain
⏩ Officer of 22@ Toastmasters Barcelona Club 

What Clients Say

"Maria’s insight made a tangible, emotional, & financial difference to the company." 
— Zoe Loveday, Managing Director, SSK

"Maria’s intervention was critical in accelerating awareness around opportunities ahead, resulting in significant positive change."
— Bruno Vinciguerra, CEO, Bonhams

Beyond work? You’ll find me

🤝 Speaking at Toastmasters
🌍 Building the Metropolitan Business Association 
🐶 Hanging out with my husband, Yann, & our jack-a-bee, Cookie

📞 If you’re ready to stop spinning & start scaling book a call to talk about how I can support you

Your business should serve you, not consume you. Let’s fix that!

👉 Get my best business tips in your inbox: https://askmariakelly.ck.page

Maria Kelly

This one feels like a "pinch me" moment
I’ve had something under wraps for a while, and today I finally get to share it.

Today is my first day as a Professor at CIEE Barcelona.

I'll be teaching Strategic Management to undergraduate study-abroad students, the kind of course that blends classic strategy thinking with how organisations actually make decisions in the real world.

We'll cover frameworks, yes. We'll talk about AI and how it can be used ethically and responsibly as part of modern coursework (not as a shortcut). But the real focus is on judgment, decision-making, and what happens when context, culture, and people complicate all the neat theories.

I want students to leave this course with more than good notes. I want them to build confidence in their thinking, learn how to challenge ideas constructively, and understand that good decisions rarely come from theory alone.

The group work and the conversations we'll have, that's where the real learning happens and I can't wait to see what they bring into the room.

Feeling grateful, slightly nervous in the best way, and very ready to step into the classroom.

Wish me luck!!

I'm an early adopter at heart, so when Lea 🌈 Turner launched The HoLT I was one of the first to join.

A few years in, I can only say how brilliant this community is.

I've made friends, found suppliers, connected with people to work with, and honestly? It's just been a genuinely great place to be part of.

So I'm pretty proud to announce that today The HoLT Directory launches, and I'm a Founding Member!

Ask Maria Kelly is officially listed inside The HoLT Directory - a completely free, searchable directory designed to make finding brilliant support easy.
It's packed with hundreds of trusted expert small business owners and solopreneurs, covering a full spectrum of services:

Automation pros to architects. Contract lawyers to copywriters. PR to paid ads. SEO to speakers and everything in between.

Easy to use. Free to access.
Just great services, great people, and absolutely NO KNOBS!

If you're a business looking for reliable experts you can actually trust, this is a link you'll want to bookmark.😉

Check it out here: www.the-holt.com/directory

This Christmas, I made my entire family cry.
And here’s how you can too.


➡️ I used ChatGPT to write custom song lyrics for each person, pulling in shared memories, inside jokes, and things I've always wanted to say but never quite found the words for. 

➡️ Then I fed those lyrics into Suno, chose music styles I knew they'd love, and turned them into actual songs. 

➡️ Finally, I designed lyric sheets in Canva, got them printed, and on Christmas Day, I handed them out and pressed play. 

The confusion lasted about ten seconds. Then the tears started. (Mine included.) 😅

This is another example of how you can use AI in your everyday life.

A year ago, I couldn’t have created a song in 15 minutes. The quality and range of styles are impressive. It gave me a way to express something deeply personal that I simply didn't have the skills to create on my own.
I also really had fun creating these songs.

That is the real opportunity with AI: use it to boost your creativity.

Start with an idea, then let it help you deliver it in a way you couldn’t have before and in much less time.

Have you used AI to create gifts???

I don't need a word of the year.
I need a way to stop saying yes to the wrong things.

So I'm using three words as filters instead.

➡️ Stability 

2026 needs to give me financial security and predictability. A business should support you, not keep you up at night wondering if you can pay next month's bills. I want to stay self-employed AND sleep well. I want to believe that both are possible.

➡️ Commercial 

My time, energy, and expertise have to translate into actual paid work. I'm prioritising revenue over visibility for its own sake. You know what I mean... that exposure that looks great on paper but doesn't lead anywhere concrete? I'm letting that go. If it doesn't help me earn, it's not getting my yes.

➡️ Focus 

I'm stopping the habit of spreading myself thin. This year is about a small number of activities with a clear path to income. Everything else can wait (or disappear entirely, and that's ok too).

Now every idea, opportunity, collaboration, or shiny new project runs through one simple test:

❓ Does this support stability? 
❓ Is this genuinely commercial? 
❓ Does this deserve my focus right now?

If the answer is no to any of them, it waits.

I’ve always taken pride in being available and supportive. Saying yes has felt generous and right, but I need to get my head around the fact that prioritising myself and my business is not selfish, it’s necessary.

If this is going to work long term, I have to be as intentional with my own needs as I’ve been with everyone else’s.

So if you’re a business owner feeling stuck with growth and want a clear, honest conversation about how to move forward, reach out. 
That’s exactly the work I’m prioritising.😉

Unpopular opinion: The question isn't whether students should use AI.
They already do!

The real question is whether we're brave enough to help them use it well.

At CIEE Barcelona, professors set their own AI policy. I chose to allow it, and here's why: my job isn't to police what they do. It's to prepare them for the real world.

So I encourage my students to use AI as a learning tool to:

✅ Explore ideas they're curious about
✅ Clarify concepts that feel confusing
✅ Practise applying what they learn in real scenarios

I even recommend specific tools I believe genuinely help.

Because we all learn differently. Some of us need to read it, others need to hear it, some need visuals or quizzes to make it click. Giving students the option to learn through the format that actually works for them means they're more likely to do the work.

And if Footloose has thought us anything, banning something students are already doing just encourages them to do it in secret. 

Now, I still expect them to write their own work and disclose when they've used AI. In class, we apply the learning together, individually and in groups. Because what I've learned from my own experience is that memorising content for an exam you'll forget the next day isn't learning.

What I care about is whether they understand the concepts and can use them in real situations. That's how learning actually sticks. 

AI can help them get there, or it can be misused. My role is to teach the difference.

These students are stepping into a world where AI will be everywhere. Ignoring that reality doesn't prepare them, guiding them does. Leadership in education now means adapting how we teach, not clinging to outdated controls.

If we want people who can think on their feet, make decisions, and apply knowledge in real life, then our teaching has to reflect the world they're entering.

If you're teaching, training, or leading people right now, this conversation matters. What's your take on the use of AI in school?

Stop rebuilding slides from scratch!

There's a faster, cleaner way to do this now, and I'm genuinely excited to share it.

I discovered Gamma at the end of last year and thought it was brilliant. But what changed this year is a new beta feature they just launched called Remix.
 
Why? It solves one of the biggest problems with AI-created slides: Consistency.

Here's my situation: I create a slide deck for each of my Strategic Management course at CIEE Barcelona, each class covers a different topic, but the structure and visual identity need to stay the same.

A problem you may have noticed, is that when you ask AI to recreate slides (or anything) from scratch, it doesn't behave consistently. Layouts will shift and colours change. 

You may have seen these videos going around on socials of people entering the same prompt to create a picture over and over, and the picture morphing into something completely different. 

Remix fixes that:

➡️ I start with one solid slide deck in Gamma

➡️ I prompt Remix to keep the same layout and colour structure

➡️ Then I paste in the new slide outline for the next class and seconds later, the new deck is ready

➡️ From there, I only tweak content or add a slide if needed.

And tadaa! I have a consistent slide deck for my next class.

If you create slides regularly, this is genuinely worth trying.
You'll thank me later!😉

Feeling the January pressure?
Yep, me too.

I took a proper break over Christmas with no work just rest. But coming back was harder than I expected.

Everyone’s already sprinting: New goals. New routines. Same crap.

There’s this unspoken rule that you have to “start the year strong", be everywhere, do everything, plan your next six figures before the first week’s out.

But what if you didn’t?

This week’s newsletter is about saying no to the hype, yes to your own pace and how I’m using three simple words to guide every decision in 2026.

Because you know what? January isn’t the main event; it’s just the warm-up.

WANT THE FULL READ?
Check it out here tomorrow morning:  https://lnkd.in/daTCiBhm

BMC Software

Managing a distributed renewals team with 7 direct reports working across LATAM & EMEA territories. 
The team are in charge of managing the renewals and unlock growth opportunities (new sales) to drive incremental revenue for the region. Managing over $250M TCV and $140M ACV of revenue per year.

Senior Renewals Sales Manager - EMEA Focus / LATAM Focus & Growth

VMware

Managing a team of Sales Specialists for End User Compute (EUC) for the Northern EMEA region following the company strategic direction of providing compelling solutions to customers and removing silos.

Senior Sales Manager - EUC NEMEA

Built and led the Specialist sales team post-acquisition of Carbon Black integrating it into the Digital Sales centre.

Senior Sales Manager Carbon Black EMEA

Managed the Education Inside Sales team for the VMware Learning department.

Sales Manager - Education Services EMEA

Managed the Inside Sales team for professional services while managing the VMware Learning team. 
I had 15 direct reports in total (5 for Services, 10 for Education).

Sales Manager Professional Services Organisation 

Capita

Working for Capita Reading Cloud (CRC), a solution under the umbrella of the Education Software Solutions (ESS) division: CRC is a library management system aiming to improve the literacy standards in the UK, while promoting reading for pleasure and parental engagement.

Sales Manager for Capita Reading Cloud (ESS)

ServiceSource contractor.
Second Line Manager for the Renewals team with 4 Team Managers (direct reports), 1 Channel Manager
(direct report) and over 30 multi-national Account Managers (indirect reports) in charge of driving on-time renewals across all customer segments: Enterprise, Commercial and Global accounts for the NEMEA region.
Managed over 150 million dollar yearly business.

Renewals Sales Manager NEMEA

ServiceSource contractor.
•	After the successful implementation of the new business line when I was an account manager, I took an additional role as an acting manager for 3 months during my manager’s paternity leave, undertaking all team responsibilities (team forecasting, coaching sessions, territory planning, HR conversations), whilst also managing South Africa, Russia and Poland effectively.
•	Successfully completed the Emerging Leaders Program (management training) and was the 1st person to get promoted as a manager when the program ended. 
•	Managed the Eastern Europe markets where I led change through the implementation of new processes with the channel, delivering a higher level of compliance in the region.
•	Started training and coaching the new hires successfully, leading team meetings and developing process improvement where best practices were shared. I improved the KPIs delivering YoY growth and customer satisfaction on all EMEA regions. 
•	Following my development conversations and ambition to step up; I was appointed by my manager to lead the implementation of a new business line within BMC. I worked closely with the leadership team to agree on the type of engagements between both sales functions (field and inside sales), produced customized onboarding materials for the sales teams, decided on KPIS and participated in negotiations of success metrics. 
•	My team became the number 1 revenue team in the Liverpool centre for 2012.
•	Promoted 2 times thanks to my proactive approach and undertaking additional responsibilities to support the team in the sales activities and performance improvement.
•	Managed a portfolio of accounts in multiple regions across EMEA; my main activities were retaining and up-selling customers, partnering with customer field representatives and channel partners and building reliable networks within 3rd part vendor.
•	I became leader of the Culture Club organising corporate events to honour their hard work and dedication.

Renewals Sales Specialist

Experienced Sales and Renewals Manager with a proven track record of leading and motivating high-performing teams in dynamic B2B technology environments. With over 9 years of management experience, I have successfully managed Sales teams across various business areas (Inside Sales, Renewals, Professional Services, Education) driving revenue growth and customer satisfaction.

Currently at BMC Software, I oversee a team of 7 Field Renewals Sales Representatives in the EMEA and LATAM regions. By leveraging strategic planning and customer relationship management skills, we consistently improve YoY renewal rates and cultivate long-lasting partnerships. I actively participate in strategic planning initiatives, driving business improvements and contributing to the overall success of the organization.

As a dedicated people leader, I empower team members to reach their full potential through coaching and mentorship. I have a proven ability to adapt to changing business landscapes, implement effective change management strategies, and build high-performing teams that consistently deliver exceptional results.

Beyond my daily work, my passion for business and leadership extends to my role as President of Digital Sales Barcelona. This thriving network of leaders brings together top IT industry professionals to discuss best practices and learn from each other. This shared commitment to excellence showcases my approach to leadership and inspires me to foster a positive and inclusive work culture.

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