Tomás Morales joined AdQuiver in 2020 as Chief Data Officer (CDO) to take on the strategic challenge of the design and definition of a technology Platform focused on the Travel Sector (Airlines, Hotels, Rent a Car), with the ability to collect and aggregate all the Direct Sales Channel data: From the Digital Advertising Ecosystem to the Information Systems, such as the PMS of the Hotels. At Telefónica, he held the position of specialized Sales in Cloud, Advanced Analytics, and Big Data, assuming the challenge of enhancing and boosting business opportunities on the Sales Team, for Large Accounts and Canary Islands Public Administration; as well as the Leadership of different End-to-end Big Data Projects in the LUCA Unit of Telefónica and Synergic Partners. He worked for eight years as a researcher in several European public scientific projects, highlighting his years at the Spanish Meteorology Agency (AEMET), the University Institute of Intelligent Systems and Numerical Applications in Engineering (SIANI), and the University of the La Laguna. In addition, his work has always focused on business strategy and the activation of Data as a business lever in both the Public and Private Sectors.