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Paseo de la Castellana 93, 28046 Madrid

Juana Li

Business development China

Areas of Expertise

Business development





Juana was born and raised in Jinan, China. Before graduating in Spanish Philology from the Shanghai International Studies University, she decided to join an exchange program with the University of Salamanca in Spain. She was so delighted with the experience that after graduating she returned to Spain. And here she is still.

From the beginning, Juana was set on making her professional career on serving as a bridge between Spain and China. Soon after arriving in Spain, she started working on a leading company of the tourism sector which was under international expansion. Juana started and ended up leading the Eastern adventure of this company, being personally in charge of the Chinese market. Two years later the company opened an office in Shanghai to channel the great demand generated.

After this experience in the private sector, Juana joined a Spanish public company dedicated to foreign promotion, being the key person in the coordination between Spanish and Chinese companies, both private and public. Her knowledge of Chinese idiosyncrasies, together with her communication skills, allowed her to facilitate the understanding between Chinese and Western companies, both ways.

During these years of full dedication, Juana has been invited to various talks and specialized courses to share her vision and experiences in bilateral relations between Spain and China.

Driven by a continuous improvement mindset, Juana felt the need of further training while acquiring professional experience. Consequently, in 2011 she joined IE Business School’s Executive MBA program to keep on developing and committing to what she most likes: to be a link between Spain and China, helping companies from both countries.

Drawn by the international work environment together with the motivational, dedication and personal achievement values in BALDER, she feels she has found the ideal place to continue to develop and expand the collaboration horizon with China. With her knowledge in Industrial Property and her experience in the business world she is confident she will ‘do her bit’ in assuring BALDER’s success.

Juana is extroverted, receptive and sociable, so much so that she says her excellent Spanish comes from ‘talking so much with people”. Not surprisingly, she has occasionally been interpreter for the Prime Minister, several Ministers, and H.M. King Felipe VI, during different official visits from high-rank Chinese officials. Her people skills allow her to be close to the clients, and to gain their trust, being at all times attentive to their needs.

In her spare time, Juana enjoys most being with her family and friends. She also likes to taste Mediterranean food, and, of course, Asian food!