Dr. Juan Manuel Roca Rodríguez

Director of the management consultancy and business schools LeaderactiON, since he combines it with his teaching work. At LeaderactiON he has advised executives, deans, vice deans and directors of business school programs in Spain, Portugal and Latam. He is also a regular speaker at conferences and congresses on leadership and the future of business schools.


  • DOCTORATE IN ECONOMY AND BUSINESS - University of Castilla-La Mancha (UCLM)
  • MASTER IN ECONOMIC-FINANCIAL MANAGEMENT - Centro de Estudios Financieros (CEF)

Areas of Interest 

  • Digital economy
  • Valuation of intangibles
  • Business financing


PhD in Economics and Business and MBA from IE Business School with 20 years of multi-sector experience in senior management positions; Financial management; business development; and consulting and advising companies, from a comprehensive perspective and with a deep understanding of the impact of new emerging technologies on new business models and organizations, with a deep understanding of the business fabric, the entrepreneurial ecosystem and innovation.

Managing Director of the Castilla-La Mancha Digital Transformation Office. Previously, he was Commercial Director of Minas de Almadén y Arrayanes, MAYASA (GRUPO SEPI); Director of Expansion of the Castilla-La Mancha Industrial Development Society (SODICMAN); Director of the Legal-Economic Cabinet of the Ministry of Economy and Finance; and Managing Director of the European Business and Innovation Center of Ciudad Real; and Director of the Business Angels Network of Castilla-La Mancha (GOBAN).

Expert in strategy, entrepreneurship, new business models, innovation, business financing and R&D&I, private and public, with extensive experience in the design of public policies and support programs aimed at entrepreneurs, for the creation of startups , spin-offs and innovative technology-based companies; promoting innovation, digitization and the use of ICTs; and to the development of business financing instruments and R & D & I, with extensive experience in the design, development and project management of growth, development and business competitiveness programs, in collaboration with different entities, administrations and institutions.

Accustomed to being part of management and investment committees; design and implement business strategies and plans; analyze the viability of business and investment projects; lead multidisciplinary people and teams, direct projects and departments; detect areas for improvement to develop the organization's potential.

More than 10 years of experience as a professor in business schools, teaching various subjects: digital transformation of organizations, open innovation and new business models; lean startup, business plan, creation and management of companies; marketing, commercial management, communication and sales; finance, financial and analytical accounting, cost analysis, economic-financial management, balanced scorecard, budget and budget management, treasury and means of payment and financing of companies and R&D&i.

Professor of Leadership, Organizational Behavior, High-Performance Team Management and Management Skills on the International Certificate in Leadership and Ethics in Organizations; and professor of marketing in the International Certificate in Business Analysis of the European University of Madrid; and professor of business management and industrial organization at the UCLM School of Mining and Industrial Engineering and member of the UCLM Network of Enterprising Professors.

Professor and mentor of startups, technology spin-offs and companies (School of Industrial Organization (EOI), INCYDE Foundation, Global Mobile Challenge, TechHub, South Summit, Area 31, Youth Business Spain and Yuzz).