POS CRM S.L. was founded by two professionals with extensive and complementary experience in technology, marketing, training, and entrepreneurship.

Pablo Orozco Jutorán has more than 15 years of experience as an IT entrepreneur. In 2000, he founded his first company, Orca Sistemas y Programación S.L. (ORCA). Today, more than 4,000 clients across Spain, Portugal, Mexico, Colombia, and Equatorial Guinea rely on its POS software. POS CRM integrates ORCA’s No Problem POS, inventory, and accounting software into its retail management platform.

Education: Pablo holds a diploma in business from the Florida Universitària school in Catarroja (Valencia) and a degree in Economics from the University of Alicante. He also completed graduate studies for a specialization in networks and systems at the Technical University of Valencia (UPV).


He has more than 15 years of entrepreneurial experience as partner and sales director at ORCA Sistemas y Programación S.L. (ORCA Business Software), the developer of No Problem retail software, which was patented in 2002.


In this time, he has opened new sales channels for the company, managing to distribute its vertical solutions for more than a dozen industries through five Spanish wholesalers, as well as directly to franchises and large corporations in four other countries.


The No Problem software includes integrated POS, invoicing, accounting, customer service, and e-commerce modules. It is available in multiple versions to cater to a wide range of retail sectors: NP Fashion, NP Bar&Rest, NP Supermarket, NP Beauty, NP Hotels, NP Second Hand, NP Florist, NP Mobile, NP Newsstand, NP Hardware, NP Appliances, NP Advertising, NP Self-Service, NP Management, NP SME, NP Franchise.


Companies can integrate the new POS CRM online platform into their current ERP system or use its built-in POS solution, developed by enhancing the No Problem system to focus on customer service and loyalty

Carlos Castillo has more than 12 years of experience in marketing and CRM management at multinationals, including 8 as CRM Manager at L’Oréal Luxe in Spain, affording him firsthand insights into the complexity of customer management, retail analytics, and tracking sales target achievement by in-store sellers. This expertise enabled him to identify the opportunity to develop a platform that integrates POS software, dashboards, marketing management, sales targets, and associates.

Education: Carlos Castillo holds a degree in business management and marketing and a master’s degree in commercial management and marketing from CESMA Business School. He has also completed advanced studies for a specialization in marketing and digital advertising.


Carlos has more than 15 years of professional experience, including 8 as CRM Manager at L’Oréal Luxe Spain (2006-2014) and 4 as Head of e-Commerce at Orange Spain (formerly Wanadoo; 2002-2006). Carlos combines his business career with teaching. He is a professor of CRM at the University of Malaga, EAE Business School, CESMA Business School, and ESIC Business School.


Used to working on international, CRM, and marketing projects, he has extensive knowledge of the retail CRM market.


Relevant experience:


Eight years as head of the CRM area at L’Oréal Luxe:

In 2006, he created the CRM Department to manage customer relationships and innovation in the Retail area for more than 200 sales outlets for L’Oréal’s luxury brands (Lancôme, Helena Rubinstein, Giorgio Armani, Biotherm, Yves Saint Laurent, Kiehl’s, etc.). He led the three-person CRM team tasked with designing the relationship marketing strategy, proposing innovations, and implementing CRM plans and loyalty programs, managing an annual relationship marketing budget of €900,000 and overseeing investments amounting to €600,000 for the 2006-2014 period.


Under his management, L’Oréal Spain became a success story for the group in Europe in terms of retail CRM management, and innovation, with five CRM programs, more than 800,000 customers, including 80,000 with loyalty cards, and revenues of more than €25 million from loyalty programs, boosting annual sell-out by more than 4 incremental percentage points.

After meeting multiple times to share our impressions and knowledge, we began to consider the real opportunity of starting a company to launch a new retail POS management platform that prioritized CRM, marketing, and sales management.