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Country Chair: Juan Jose Nieto


Juan Jose Nieto

Country Chair For Spain

Juan José started his career in London at Goldman Sachs in 1990 as Financial Analyst in Mergers and Acquisitions. Between 1992 – 1997 worked at Bankers Trust (now Deutsche Bank) as Vice President and Head of Mergers and Acquisitions for Spain and Portugal.

He joined Telefonica in Madrid as General Manager Ventures and Alliances in 1997. Immediately promoted to CEO of Antena 3 TV (now Atresmedia) he accomplished a successful turnaround between 1997-2000. Between 2000-2002 Juan was appointed Telefonica Media’s CEO. On this period, he was Non-Executive Chairman of Via Digital (now Movistar+), Non-Executive Director of Onda Cero Radio, Endemol and Pearson´s Recoletos, as well as member of Telefonica’s executive committee.

Juan founded Palmera Capital in 2002 as his holding company to invest in businesses facing change. Between 2002-2012 was chairman of Service Point, where he led a successful build-up strategy to create one of the largest European Digital Printing groups. He was Non-Executive Founding Partner at the financial services firm Arcano in 2003, Non-Executive Chairman between 2005-2008 and Chairman of Arcano Capital between 2006-2013. In 2015 co-founded NK5, a private advisory and principal distressed mid-market investment firm where he is the Chairman and CEO. Between 2017-2018 he was the Executive Chairman of Grupo Baux, part of NK5 portfolio.

He has long experience as an independent board member and advisor, and has been part of CVC’s European Advisory Committee, ESADE Business School, Dorna-Moto GP, Noatum Ports or Uralita, amongst others. Currently he is Lead Independent Director of OHL, VBARE Socimi, and Anchorage Capital Group, a real estate investment firm in Spain and Portugal, where he was also Senior Advisor between 2012-2016. He is part of Banco Sabadell Este’s Advisory Board, Havas Media Advisory Board and Grupo La Información.

He was elected Young Global Leader by the World Economic Forum in 2005. He is the founder of Proyecto AYO, created to help Spanish underprivileged youngsters on training and employment.

Juan is a Business Administration Graduate by ICADE, and has attended programs in the London Business School (Finance) and Stanford University (Advanced Management).


Macarena Morales Perez

Global Dignity Spain Office Director

Macarena works in the investing firm NK5 as Head of CSR and as Executive Director at AYO Foundation (, a non-profit organisation funded by Juan José Nieto and NK5. AYO Foundation generates personal and professional development opportunities for people at risk of social exclusión.

She also carries out research and knowledge systematization in various topics, including CSR, sustainability, and economic development.

Macarena has developed her professional career in non-profit organizations and consulting companies in Europe, North America, Latin America, Africa and Asia, with roles of management, evaluation, and strategic consulting. She is a graduate of Law and Business Administration from the Pontifical University of Comillas in Madrid, and holds a Master’s Degree in International Humanitarian Aid from University College Dublin and a Master in Administration from Harvard University.