Juan Carlos Peña Castro

Juan Carlos Peña Castro is Chief Digital and Commercial Officer at Cash Converters Spain, the nation’s largest circular-retail chain. Based in Málaga, he leads all omnichannel growth—web, marketplaces, CRM, customer support, and last-mile logistics—lifting overall profitability through an enhanced customer experience. With 15 years in digital retail, he has doubled site conversion via a data-driven, creative, and experimental approach. He has built strategic alliances with Wallapop and PcComponentes to extend product lifecycles and promote a more sustainable world. A frequent speaker, mentor, and lecturer, he teaches on programmes such as ISDI’s Growth Marketing and the University of Málaga’s Retail Master, championing headless commerce, AI-powered personalisation, and profitable digital business models.