Juan Ignacio Amat

Critic
DISC Type : C

CEO Europe, member of Executive Committee at Sigma

Spain

Overview

Juan Ignacio Amat is the CEO for Europe at Sigma, a role he began in mid-2024. His career spans over 25 years in the consumer goods sector, with previous senior leadership roles including President of Europe at JDE Peets and VP at PepsiCo. He holds a Masters degree in Industrial Engineering.

Outside of his corporate roles, Juan has shown a keen interest in competitive sailing. He has previously shared content related to the Transat Jacques Vabre, a challenging transatlantic yacht race, indicating a passion for high-performance maritime sport and the dedication it requires.

He believes that curiosity and a willingness to upscale oneself are critical for leaders to remain agile and seize future opportunities.

Personality Overview

ROI Driven

Negotiator

Information Seeker

They prefer to analyze logically and value objective facts over emotions.  They don’t appreciate bells and whistles unless backed by data. They are quite likely to negotiate on pricing or other key terms.

Topics They Care About

CPG Leadership
As the current CEO Europe for Sigma and former President Europe for JDE Peet's, he has extensive leadership experience in the consumer packaged goods industry.
Food Sustainability
His current company, Sigma, places a strong emphasis on sustainability, ESG frameworks, and reducing environmental impact within the food production value chain.
Talent Development
In interviews, he has emphasized the need for leaders to have curiosity, agility, and empathy, and to integrate the perspectives of younger generations.

Media Appearances

Juan has no verified media appearances

Work History

6-2024
CEO Europe, member of Executive Committee at Sigma
2023 - 2024
Board Member at FoodDrinkEurope
2022 - 2026
Board Member at AIM - European Brands Association
2-2021 - 5-2024
President Europe, member of Executive Committee at JDE Peet's
9-2018 - 2-2021
Managing Director France at JDE Peet's

Education

2003 - 2004
Masters Degree from INSEAD
11-2024 - 11-2024
Sigma Advanced Marketing Program from Wharton Executive Education

More Information

Social Presence :

Prographics :

Exp : 26 Location : Spain Job Level : Leadership Designation : CEO Europe, member of Executive Committee at Sigma
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Insights For Selling To Juan Ignacio

During A Call Or A Meeting

DO's

  • Tell them what ROI they can expect
  • Leverage facts and figures wherever possible; use percentages, numbers etc.
  • Don’t forget to mention how you compare to competition on both features and pricing

DONT's

  • Don't give superficial answers, they are easily rattled by them
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Make extra effort to not seem pushy or confrontational

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Juan Ignacio is

  • Proof of ROI, low pricing and objective proof points are the important factors for them.
  • Will you ever get a clear answer from Juan Ignacio

  • They do not mind saying no if they believe that it is the right decision.

Insights For Deal Planning

    How fast (or slow) will Juan Ignacio move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Juan Ignacio take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Juan Ignacio

Personality Compatibility


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