Juan
Moreno

Juan is a Lecturer in the Strategic Management Department. He is an Industrial Engineer from the Universitat Politècnica de Catalunya, holds an MBA from Collège des Ingénieurs Paris, and a PhD in Economics from Universitat Ramon Llull. His PhD thesis on financial asymmetries in Spanish corporations was graded Summa Cum Laude.

He began his professional career in 1995 as a consultant at Accenture, advising banks and insurance companies. After completing his MBA, he worked for two years at Air Liquide, a CAC 40 company, both at its corporate headquarters in Paris and later in a regional sales role in Barcelona. In 1998, he joined Roca as Senior Corporate Development Analyst, contributing to the company’s global expansion through mergers and acquisitions in Asia, Latin America, and Europe. He later served as Executive Director of Roca’s Joint Venture in Peru and CEO of Roca Malaysia.

In 2008, Juan returned to Peru as CEO of Grupo Celima Trébol, where he led the group’s expansion into fifteen countries, including the USA, and strengthened its leadership in the Andean region. In 2011, he joined AGP Group as Managing Director of AGP Peru, a Tier 1 supplier for Defense and Automotive OEMs. During his tenure, he led a major restructuring and strategic refocus, ultimately enabling the company to grow to over 1,000 employees and export to fifty countries. In 2023, he joined La Farga as Corporate Strategy Director, advising the CEO and Board on acquisitions, diversification, and value chain initiatives.

In parallel, Juan has developed a career as an angel investor. He is an investor and board member of CoreAngels Barcelona, an early-stage VC fund with a portfolio of 20 companies across multiple sectors, and advises companies in retail, advanced optics, and sports tech. In March 2025, he co-founded and became managing partner of a pan-European early-stage VC fund focused on SportsTech. He is also a board member of BStadium, a leading fan engagement company.

Juan has over fifteen years of teaching experience at leading business schools in Spain and Latin America, teaching competitive strategy, international business, and strategic purchasing at IESE Business School, Universitat Ramon Llull, Universidad de Piura (Peru), and Universidad Adolfo Ibáñez (Chile).

His research interests include competitive strategy in the automotive industry, international strategy, sustainability and circular economy, strategic sourcing, and open innovation. He is fluent in English, French, and Portuguese, as well as Spanish and Catalan.