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Steering Committee

Pedro Luis Fernández


With more than 30 years of experience in the sector, Pedro Luis Fernández, born in Oviedo and graduated in Law from the University of Oviedo, began his professional career in 1991, founding the company Carretillas del Principado, S.L., dedicated to forklift and equipment rental. In less than a decade, the company experienced significant growth inside and outside of Asturias, which led to it being acquired by the Machinery Rental Division of the American multinational Hertz, for which Pedro Luis carried out various managerial tasks in strategic consultancy and rental business development in southern European countries in 2001.

During this stage of his career, he was also a professor of different programmes at the University of Oviedo, as well as at the Asturias Business School.

Later, in 2003, he founded the company GAM (General Machinery Rental, S.A.) in which he has since held the positions of chairperson and CEO.

Pedro Luis, who was chairperson of the Asturias Employers Federation (FADE) and member of the CEOE Executive Committee from 2014 to 2018, combines his responsibility at GAM with other business activities, such as being a member of the BBVA Northwest Regional Advisory Council, shareholder and member of the investment committees in the venture capital companies Prince Capital Partners and Torsa Capital, member of the judging panel for the Concordia Princess of Asturias Award and member of the Princess of Asturias Foundation Board of Trustees, among others.

Antonio Trelles

Chief Financial Officer (CFO)

With a degree in Economics and Business Administration and Management from the University of Oviedo, Antonio Trelles has more than 28 years of experience. In 1995, he assumed responsibility for the Financial Department of Duro Felguera, an entity specialising in comprehensive Engineering, Procurement and Construction and turnkey projects and in service provision in the energy and industrial sectors. After almost eight years, Antonio joined GAM as CFO, a position he has held since 2003, the year the company was founded.

Elsa Bermúdez Sánchez

Chief Operating Officer (COO)

Having graduated in Law from the University of Oviedo, Elsa Bermúdez has more than 30 years of experience. In her first professional stage, she joined Carretillas del Principado, S.L. as Director of Administration and Operations. After the company was acquired by American multinational Hertz, Elsa was appointed Director of Administration for the Northwest Zone, a position she held for one year, to later lead project management at Gloval Procesos Corporación. In 2003, she assumed the role of Chief Operating Officer (COO) of GAM, a company with which she has been associated for more than 20 years.

Ana Jorge García-Inés

Director of Strategy and Transformation

Ana Jorge has been with GAM for more than 16 years. She began this professional stage in 2006 in the Operations department. After five years, she was appointed Director of Operational Transformation, a position she held until 2017, when she took over Fleet and Logistics management for two years. Since then, she has been responsible for Strategy and Transformation.

With a degree in Industrial Engineering and Industrial Organisation from the University of Oviedo, prior to joining GAM, Ana was a business consultant at Accenture Spain and an analyst at Deloitte.

Diego García Pastor

Corporate Director of Business Development

Since the beginning of 2023, Diego García has held the position of Corporate Director of Business Development at GAM, after more than 25 years of international experience in sales and project management, leading multifunctional and multinational teams, with a strategic and operational vision of high level negotiation.

With a degree in Mechanical Engineering from the Rochester Institute of Technology, he began his career at Dresser-Rand as an Applications Engineer. After almost two years, he joined ThyssenKrupp, where he held different roles related to project and sales management in Turkey, the United Arab Emirates and Spain for 15 years. In 2013, he joined Otis Elevator Company Turkey, as Sales Director, a position he held for just over one year before later assuming the Regional Management of Major Accounts and Strategic Projects at United Technologies, between Istanbul and Dubai.

In 2016, he returned to Otis Elevator Company as Sales, Marketing and Communications Director for the Middle East. Three years later, he was assigned to the company's Swedish headquarters, in Stockholm, to lead General Management.

Juan José Rodríguez

Director of Information Technology and Digital Transformation (CIO)

Juan José, Senior Technical Systems Engineer from the University of Oviedo, joined GAM in 2018 as Director of Information Technology and Digital Transformation (CIO).

He began his professional career at Telefónica, as Systems Administrator. Later in 1998, he joined HP Enterprise Services as Head of Help Desk and Systems Administration and Head of Infrastructure for the entity.

After eight years, he joined Telefónica Soluciones as head of Systems Projects for the General Information Technology Directorate for the Asturias Principality. Having completed this stage, he assumed the positions of technical director, project manager and systems director at HAST Socio Tecnológico, the Asturias Consortium of Technological Services and Alisys, respectively. In 2012, he joined Ricoh España SLU as IT Business Manager in Asturias, where he developed professionally for more than six years, before joining GAM.

Luis Turiel Alonso

Sales Director

With more than 17 years of experience, Luis joined GAM in 2005 as Fleet Manager. For 11 years, he worked in sales management, Spanish and international logistics, fleet management, and asset procurement and sales.

Subsequently, in 2017, he was appointed Sales Director, a position he has held for more than six years, leading the machinery distribution coordination, equipment auction and sale, as well as the daily market for machinery sales, among other roles.

Luis has a degree in Business Sciences from the Alfonso X el Sabio University and a Master's Degree in General Management, Leadership and Strategy from the IE Business School.

José L. Roza

Corporate Director of People and Culture

A professional with extensive experience in the Industrial and Services sector in multinational companies with a focus on Human Resources.

José Luis was thus director of Human Resources at Ingersoll Rand. After more than eight years, he joined Avis Budget Group International in 2008, where remained for more than nine years, working as Director of Human Resources and Organisation for Spain, the southern region of EMEA, Iberia, as well as Director of Excellence in Performance for the EMEA Region and Iberia and the EMEA Contact Centre.

In 2019, he joined GAM as Corporate Director of People and Culture.

He has a degree in Labour Relations from the University of Oviedo. He has a Master's Degree in Human Resources and Organisation from SIC Business & Marketing School.