Juan Ramírez Romero

Juan Ramírez is an expert in ethical branding with over 25 years of global experience advising governments, public figures and organisations including Goldman Sachs, Google, Repsol and Accenture.

His work spans identity and reputation, organisational transformation and nation branding. Projects include advisory work for Human Rights Watch, supporting the rebrand of Accenture Interactive into Accenture Song, crafting the personal brand of Mario Testino, creating Poland’s national brand strategy ahead of EU accession, launching Vueling and contributing to East Timor’s first tourism strategy. Earlier in his career he worked in cross-cultural communications and public sector consulting, including a period with PwC’s Government Practice, and supported UN delegations on diplomatic protocol.

As founder of Brands of This Century, Juan focuses on aligning brand strategy with values-driven leadership. His approach integrates creativity with purpose, building ethical brands that foster long-term, sustainable impact.

Juan is Vice President of Fundación Inawe, Spain’s pioneering foundation advancing innovation in the field of mental health and neuroscience research through informed, science-driven dialogue and ethical ecosystem building.

Juan’s perspective has been shaped by a truly global journey and a modern anthropological sensibility, reflected in his focus on identity, values and culture.

In 2014, he was recognised as a Cultural Ambassador by the Japanese government for strengthening ties between Japan and Spain.

Corporate Experience

Founder, Brands of This Century, United Kingdom, Spain & Japan, 2013–Present
Vice President, Fundación Inawe, Spain, 2022–Present
Co-founder, Sabana Bali, Indonesia, 2016–2019
Head of Branding and Strategic Communications, Mario Testino OBE (Mario Testino +), United Kingdom, Brazil & Japan, 2011–2013
Creative Strategist, Saffron Brand Consultants (Wally Olins CBE), United Kingdom,United States & Spain, 2002–2011
Assembly Officer, United Nations General Assembly, Spain, 2002
Cross-cultural Communications Training Consultant, Phoenix Associates, Japan, 1999–2000
Associate Consultant, Government Practice, PricewaterhouseCoopers, United States, 1998

Academic Experience

Adjunct Faculty, IE University, Spain, 2025–Present
Visiting Professor, Lasalle College of the Arts, Singapore, 2018–2019

Academic Background

International MBA, Instituto de Empresa (IE Business School), Spain, 2002
IE–IIM Calcutta MBA Exchange Programme, Indian Institute of Management Calcutta, India, 2001
BA (Hons) International Business Management, Oxford Brookes University, United Kingdom, 1998