As Regional Director for LATAM, Juan oversees all business development and client relationships from Mexico to Chile. He is also actively involved in all project execution and deliverables for our clients in Latin America, and occasionally provides support in projects outside the region. At BEWorks, he also co-developed a data-driven work-from-home diagnostic tool based on behavioral research.  

Juan’s diverse professional background, which includes experience with advertising in Colombia, as well as logistics consulting in China, gives him a unique multicultural perspective and insight on how behavioral principles can be applied to tackle similar challenges in different contexts. Juan holds a bachelor’s degree in Business Administration from Bryant University, and a PhD in experimental social psychology from the Universidad de los Andes. The overarching theme of his research centers on how people's behaviours act as signals of underlying traits and how these are interpreted to drive or hinder collaboration. He has published research on how investor signaling can inadvertently lead to market bubbles, and how third-party punishing can have an impact on reputation.  

Juan is currently training for his first marathon, enjoys spending quality time with his family and cooking for friends.

What is one thing that excites you about the future?

The growing adoption of smartphones in Latin America has opened the opportunity for massive financial and health inclusion. Those who were left out of these services can now greatly benefit from these wonderful new digital avenues for inclusion. Now that the technology has been developed, it us up to us as experts in behavior, to improve human-digital platform interactions and help people take full advantage of these opportunities.