Juan Beltrán works at the intersection of enterprise strategy, commercial operations and organisational change. Over more than 17 years in global industrial companies, including ABB and Holcim, he has focused on connecting digital and AI initiatives with the people, processes and business decisions needed to make them useful.

He currently leads digital marketing for a global energy technology business. His foundation is commercial transformation: CRM, customer journeys, enterprise data and the operating workflows behind sales and marketing. At Holcim, he led strategy and delivery for an AI-assisted ordering experience for construction customers. McKinsey published an interview with him about the Spanish pilot in February 2025; Salesforce has also featured his perspective on Holcim's digital transformation.

Juan is the author of AI Opportunity Map, a process-first method for comparing AI with other operational interventions. He publishes executive essays, decision tools and clearly labelled product concepts on this website. He is based in Zug, Switzerland, and works in English, Spanish and German. His writing and speaking reflect his personal views.