Juana-Catalina is a serial intrapreneur and entrepreneur. She had developed multiple innovation projects in several industries, including fast-moving consumer goods, retail, financial services, mobile retail, cloud storage, digital identities, digital transformation, and social innovation across Asia-Pacific, Europe, Latin America, and North America.

She is a startup advisor, author, and founder of JnC Nova. This company helps startups, intrapreneurs, and other innovators accelerate their development and grow their businesses by streamlining their innovation processes.

Juana-Catalina is an executive coach for the Stanford GSB Seed-Stanford Institute for Innovation in Developing Economies and Stanford GSB LEAD for global executives and entrepreneurs.