Juan Pablo Rojas

Juan Pablo Rojas brings an analytical and data-driven perspective to New Markets Advisors, combining a foundation in industrial engineering, finance, and technology with hands-on experience in strategic research and innovation consulting. At NMA, he helps clients translate deep customer insights, especially through the Jobs-to-Be-Done framework into actionable growth strategies, product definitions, and repeatable innovation capabilities that thrive in rapidly changing markets. He helps companies turn deep customer insights into bold innovation strategies. Specializing in Jobs-to-Be-Done research, Juan Pablo works with organizations to uncover unmet needs, unlock new sources of growth, and design products and experiences that truly resonate with customers. 

Before joining NMA, Juan Pablo worked in strategy and consulting roles at Accenture, where he supported large-scale projects in the banking and fintech sectors. His work included developing financial and analytical solutions for cash management, supporting the operational and technological integration of three major payment networks, conducting data-driven fraud and crime analysis, and assisting senior management in evaluating new business opportunities. He also has experience in software and UX development for clients in the legal and engineering industries, where he applied his technical and design skills to enhance user experience and information management systems.

Juan Pablo graduated with a degree in Industrial Engineering from Universidad de los Andes as well as specialization in Data Analytics and Machine Learning from Stanford University. During his studies, he served as a Portfolio Manager in the Uniandes Finance & Investment Club, leading portfolio optimization initiatives and developing AI-based quantitative trading models for asset management.

Juan Pablo is skilled in research, data analysis, and financial modeling, with advanced proficiency in Power BI, Python, R, and Excel. He is passionate about applying analytical thinking to uncover new sources of business growth and integrating human-centered insights into data-driven decision-making. Outside of work, he enjoys music, philosophy, investment in stocks and derivatives and constantly trying new things.