Chief Digital Officer at Honest Greens.
20 years building products and operational systems that don't break at scale.
I work inside the organisation — where decisions actually get made.
Based in Barcelona · Operating globally
Trusted by teams at
I've spent two decades inside fast-moving businesses — building digital products, operational systems, and the teams that run them. Not as an outside consultant parachuted in with slides, but as the person accountable for making it work.
Currently CDO at Honest Greens, where I'm responsible for digital systems across multiple markets. Before that: product and operations roles across Europe. I've hired, built, shipped, failed, fixed, and scaled — across hospitality, tech, and consumer businesses.
I speak English, Spanish, Portuguese, and French. I guest lecture at IE Business School, ESADE, and others.
I turn AI from an idea into something teams actually use — embedded in product, operations, and decision-making. Not a proof of concept. Not a chatbot. Systems that change how the business runs.
I take products from zero to live — fast enough to matter, stable enough to scale. I've done this enough times to know where teams lose momentum and how to avoid it.
I build the operational layer that keeps a digital business running — not just launching. Tooling, processes, data flows, integrations. The infrastructure that stops breaking when you scale.
I help leadership teams make better decisions under pressure — with context, not theory. As a board advisor or sounding board for founders navigating inflection points.
The hard part of AI isn't choosing a model. It's embedding it into workflows that real teams use under real pressure — with imperfect data, legacy systems, and people who weren't asking for it.
I've built AI into operations across multiple international markets. Not demos. Not pilots. Running systems that make decisions daily.
What I focus on:
Built and scaled digital systems across international markets inside fast-growing businesses. The challenge wasn't launching — it was making systems usable, reliable, and adopted daily across teams.
Systems teams rely on daily — not experiments, not decks.
Taken multiple products from concept to live — in environments where speed matters and resources are constrained. Each one built to be maintainable, not just launchable.
Speed comes from clarity — knowing what not to build is half the work.
Worked alongside founders and exec teams at moments of real pressure — funding rounds, market expansion, leadership transitions, strategic pivots.
Most companies don't have a strategy problem. They have a decision problem.
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AI adoption, digital strategy, and what actually changes organisations. Written for founders, operators, and board directors.
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"Stewart cuts through noise and brings immediate clarity to complex problems. He doesn't just advise — he drives momentum."
"No-nonsense, high-energy, and always pushing for better solutions. Stewart challenges assumptions and gets things moving."
"Stewart has a rare ability to combine long-term strategic thinking with practical, day-to-day decision making. He helped me level up fast."
"His understanding of customers and product is sharp. He helped us define strategy, communication, and what actually mattered."
"He raises the standard of everyone around him. Calm, direct, and focused on getting to the right outcome."
Twenty years building and running digital products, AI systems, and operations at scale — across hospitality, tech, and consumer businesses.
feel free to reach out.
hello@stewartmasters.me →