Juan has a proven track record of driving top line growth, optimizing selling costs, and leading Sales Strategy and Sales Transformation plans in developed and developing markets for the world´s 3rd largest FMCG company, PepsiCo, in Spain, Russia and the United Kingdom. 

Juan currently utilizes his extensive corporate experience in an advisory capacity, collaborating with a diverse array of companies, both national and multinational, to formulate and implement strategic growth initiatives. Juan serves as an executive mentor, dedicated to assisting high-potential executives in realizing their complete growth potential. He is currently Associate Lecturer at EDEM business School teaching Strategic Management.

Over the last five years Juan led Sales Strategy, Sales digital transformation & Go to Market strategy for PepsiCo UK, turning around share performance in Traditional Trade and accelerating field team growth contribution while transforming the field operation increasing sales team investment ROI.

From 2013 to 2016 Juan lead Sales Strategy & Go to Market Transformation in PepsiCo Russia, operating in 5 FMCG´s categories, designing the new Go to Market mosaic integrating sales forces from different categories and designing new sales processes and developing robust sales digital capabilities like CRM, SAP, BI and sales force automation systems.

Juan achieved these extraordinary business results by leading and developing large scale sales teams, with more than 5.000 salespersons, stepping up skills and capabilities while creating a strong sense of accountability.  His strong focus on simplicity and executional excellence has ensured teams´ engagement and significant business impact.

Before joining PepsiCo, Juan held different senior sales and Trade Marketing positions in Heineken Spain leading the Away from Home operation and actively participating in international sales development projects.

Juan holds an MBA from IE Business School, Madrid, and a Bachelor’s Degree in Law from Valencia University. He speaks fluent Spanish and English. He is currently pursuing doctoral studies.