Always seeking excellence, Dr. Rafael Pérez Arroyo is characterized by his entrepreneurial flair, his zeal for innovation, his international vision and by his multidisciplinary background. He finished his secondary education at the British Institute School in Madrid (British Council), his musicological studies at the Real Conservatorio Superior de Música in Madrid and his Business Management & Marketing studies at ICADE, also in Madrid.

He then furthered his studies at the Instituto de Empresa (IE) Business School in Madrid, receiving a Masters in Financial Management & Control and a Masters in Business Management & Marketing (Honorary Mention), and at the London Business School, where he took an advanced course in marketing.

In 1994 he was awarded the International Prize for the Best Marketing Director by the Advertising Age International Marketing Association in the United States. He has been a lecturer in marketing at the IE Business School and since 2008 has been a full-time lecturer at the Universidad Rey Carlos in Madrid.