Carlos Mas
Executive President
In January 2017, Carlos joined IE as Executive Vice-President of the IE Foundation, with the aim of designing and implementing the Strategic Plan 2017-2020, establishing effective partnerships to co-create and divulgate knowledge and to promote talent “Beyond Borders”.
After the termination of this mandate, he currently holds the position of Member of IE Foundation Board of Trustees. He is also Chairman of the IE Center for Families in Business and Chairman of the IE Center for C-Centricity, which he both promoted and founded.
Carlos joined PwC in 1985 and became partner in 1996. He served as Global Strategy Leader and Family & Entrepreneurial Businesses Champion - Spanish Speaking Markets. Prior to this role, he was Chairman and CEO of PwC Spain from 2006 to March 2015. Before that, he held several posts of responsibility in the Assurance and Advisory businesses and other multiple senior management leadership positions at PwC Spain and the global network, including the Global Strategy Council of PwC and the EMEA Leadership Team.
Carlos has over 34 years of experience in advising companies and organizations. His main vocation during most of his professional career has been focusing on family-owned businesses and entrepreneurs. In recent years, his interest and activity centered mostly on family business owners, on how to design and implement strategies, governance and models to compete in disruptive environments, by creating value and preparing the next generations for their future role. He is advisor/board member to families in business and other entities and institutions.
Cristina Cruz
Director
Born into a family in business, Cristina Cruz is an international leader in the family business research.
In recognition for this work, she was recently appointed Associate Editor of Family Business Review, the most prestigious journal for research on families in business. Professor Cruz takes the results of her research to the classrooms at IE Business School, where she has worked for more than 15 years, trying to instil new generations with the need to preserve and convey the entrepreneurial mind-set as the main tool for preserving the family legacy.
In 2013, the prestigious social network for business schools “Poets & Quants” included her on its “40 Best Business Schools Professors Under 40” and in 2015 Family Capital included her on its list of “star professors” on family businesses around the world.
Tecla Keller
Project Leader
Tecla was educated in Belgium, Italy and Germany and has a long international career in strategic consultancy and company launches.
Since November 2016 she has been the Deputy Vice President of the IE Foundation, where she promotes various applied research projects like the Center for Research and Networking Families in Business at IE.
She was previously at PwC, ultimately as a member of the Global Strategy and Leadership team, collaborating on the firm’s strategic projects like the global Family Businesses initiative.
Her career in strategic consultancy, which spans more than 20 years, has taken her to Roland Berger & Partner, Cluster Consulting (now Oliver Wyman), ADL, Globalpraxis and PwC, executing numerous strategic projects for large multinational companies, with a focus on growth and transformation.
