Juan Pablo Mon

Few names in Argentine marketing are as closely associated with a single brand as Juan Pablo Mon’s is with Naranja. For almost three decades, he was part of the team that turned a credit card born in a Córdoba sporting goods store into one of Argentina’s most beloved consumer brands. He led its marketing during the years when Naranja became Naranja X. In May 2024, he opened a new chapter: he joined Evoltis, the Córdoba-based customer experience and technology company founded by Marcelo Bechara, as CBDO and CMO, with a mandate to drive business development at a firm investing heavily in applied artificial intelligence.

Thirty Years at Naranja: A Career Built from Within

Mon joined Naranja in the 1990s and grew alongside the company. Founded in Córdoba by David Ruda, the business went from financing sporting goods purchases to becoming Argentina’s largest credit card issuer. It was his only employer for almost thirty years, a journey that took him to the position of Senior Marketing Manager. During the final decade of that period—through 2023—he led the entire department, just as the brand was undertaking its boldest transformation: moving beyond credit cards to become Naranja X, a digital financial services fintech.

Preserving people’s affection for a brand while changing the business beneath it is a textbook challenge, and Mon tackled it from within. Naranja’s warm identity, rooted in communities across Argentina and built store by store beyond the capital, had to coexist with apps, interest-bearing accounts and competition from digital wallets. That transition, with the brand intact, is the central asset on his résumé.

Recognition from His Peers

The industry acknowledged his work in 2018, when he received the Marketers Award in the “Business Model Transformation Marketer” category, a description that precisely matched what he was doing at Naranja. He also joined Marketers Society, the circle of marketing leaders created by Adlatina to elevate the CMO’s role within companies. In that setting, he offered a line that explains the profession in Argentina better than any textbook: “We have to live in constant uncertainty, which is the only certainty we marketers in this country know.”

In those forums, he consistently defended the same argument: marketing is neither cosmetic nor simply attractive advertising; it is a driver of business. “The marketer’s challenge is to strengthen the business,” he said in one of his interviews with Marketers by Adlatina. His move from marketing management to business development confirms that he took the idea seriously.

Evoltis: A Second Act in the Experience Economy

His arrival at Evoltis, announced in late May 2024, placed him on the other side of the counter: instead of managing the brand of a mass-market card issuer, he now helps other companies manage their customer relationships. Marcelo Bechara’s company, founded in Córdoba, combines customer experience and BPO services with an in-house technology lab and artificial intelligence solutions for sales, customer service and collections.

As CBDO and CMO, Mon brings together in a single role the two things he has done throughout his career: building brands and generating business. For a services company competing for corporate contracts, hiring the man who spent a decade overseeing the marketing of one of Argentina’s strongest brands serves as a compelling introduction to any prospective client.

The Value of Long Careers

In a job market that celebrates changing employers every two years, Mon’s career makes the case for the opposite: depth. Three decades at the same company gave him something no job-hopping résumé can offer—an understanding of a business that spans everything from seasonal promotions to a complete digital transformation. It also made him a valuable rarity among Córdoba’s business leaders: an executive with national influence who never needed to move to Buenos Aires to carry weight in the industry. Another remark he made to Marketers by Adlatina serves as both a summary and a statement of intent: “If I pass through without leaving a mark, why pass through at all?” At Naranja, that mark is already there; at Evoltis, he is making it.