✦ Brussels · Available EU-wide

I help organisations
lead their AI, Digital &
Agile transformations.

20+ years guiding engineering teams and executive leadership through complex transformations — from startup CTO to Enterprise Agile Coach at ING, BNP Paribas, Swift, and Elia Group.

Start a conversation → See my track record
20+
years in software & transformation
15+
years as Agile coach & advisor
10+
enterprise organisations transformed
EU
Finnish & Colombian citizen, works anywhere

Trusted by

Elia Group Swift ING BNP Paribas Fortis Nordea Innogy IOHK · Cardano HotelBeds Group Reliance Jio Nokia · Ixonos
What I do

Three transformation practices.
One principal consultant.

I don't send a team and disappear. I show up, get hands-on, and stay until your people can carry it forward themselves.

🤖

AI Transformation

From AI strategy to working systems. I help leadership define where AI creates real value, then guide engineering teams to build and adopt it — without the hype or the failed pilots.

  • AI readiness assessment & roadmap
  • LLM integration strategy
  • AI-augmented workflows & tooling
  • Engineering team upskilling
  • Responsible AI governance

Digital Transformation

Legacy systems, siloed teams, and slow delivery are symptoms — not root causes. I design the target operating model, the engineering practices, and the migration path that actually sticks.

  • Target operating model design
  • Continuous delivery implementation
  • Cloud & serverless migration
  • DevOps culture & toolchain
  • OKRs & engineering metrics
🔄

Agile Transformation

15+ years coaching agile at scale — from single squads to 2,200-person IT organisations. I've designed transformations for SAFe, LeSS, Spotify model, and bespoke in-house frameworks. I know what works and what doesn't.

  • Enterprise Agile coaching (SAFe, LeSS)
  • Internal coach training & mentoring
  • Team topology & squad design
  • PI Planning facilitation
  • Scrum Master / PO development
Principal Consultant

Juan E. Florez

I started writing code in the 1990s and never stopped. Over two decades I've been a developer, architect, Scrum Master, Development Manager, startup CTO, and Enterprise Agile Coach — often several of those things at once.

That breadth is intentional. Transformations fail when the person leading them can't credibly speak to engineers, managers, and the board in the same breath. I can, because I've sat in every one of those chairs.

I'm currently completing a Master's in Artificial Intelligence, which informs everything I do at the intersection of AI and organisational change. I've helped over a dozen organisations — from 5-person startups to 2,200-person IT departments — build a genuine culture of agility and continuous delivery.

Based in Brussels. Available for engagements across the EU. I work in English, French, Spanish, Russian, and Finnish.

LinkedIn →   hello@smartrecon.app

  • CSM Certified Scrum Master — since 2008
  • SAFe SAFe Agilist — certified 2017
  • LeSS Large-Scale Scrum certified
  • M30 Management 3.0 certified
  • AWS AWS Solutions Architect certified
  • OKR OKRs & Product Owner certified
  • AI MSc Artificial Intelligence (MTU, in progress)
  • BSc Computer Sciences, University of Oulu, 2006
Track record

Selected engagements

Every engagement below was a contract or advisory role — I came in to solve a real problem, then left the organisation stronger than I found it.

Jun 2023 — Present
Scrum Master / Continuous Delivery Coach
Elia Group
Designing and advising the adoption of Continuous Delivery as part of the Agile transformation. Working daily with 4 teams, training the internal coach group supporting all teams across the group in modern engineering practices.
Jan 2019 — Aug 2023
Enterprise Agile Coach & Instructor
Swift (financial messaging infrastructure)
Initially brought in to train staff in Agile, DevOps and coaching. Became embedded in the transformation operation. Directly trained and mentored 4 internal coaches. Kicked off 20+ teams and multiple tribes. Organised Big Room Plannings and XP/CD/DevOps training for non-developers.
Apr 2022 — Dec 2022
Sr. Scrum Master Consultant
IOHK · Cardano blockchain
Set up tribes and trained squads in Scrum (tribes of 30–100 individuals). Trained the internal team in organisation design using team topologies. Helped kickstart the Jupiter and Side-chains (now partner chains) tribes.
Jan 2018 — Oct 2018
Sr. Agile Transformation Coach
ING Bank
In charge of implementing an in-house Agile framework across a 300-person tribe. Designed, built and delivered training at every level of the organisation — internal coaches, Product Owners, engineers, and senior managers.
Oct 2018 — Apr 2019
Agile Transformation Lead
Innogy
Designed and implemented the Agile transformation strategy — target organisation, target operating model, and initial training for the Infra department (~350 people across 4 countries).
Aug 2017 — Dec 2017
Sr. Agile Coach
BNP Paribas Fortis Bank
Part of a senior coaching team implementing Agile transformation across the full IT organisation (~2,200 people). On-site coach for 1 tribe of 5 squads. Training and guidance across Agile mindset, DevOps, SCRUM vs KANBAN selection, KPI configuration, and PI Planning facilitation.
Mar 2017 — Jun 2017
Agile Coach
Nordea Bank
Injecting SAFe practices into a programme spanning hundreds of individuals across 5 countries. On-site coach for 5 Scrum teams (Web and Mobile). Certified SAFe Agilist sessions, PI facilitation, daily coaching, RALLY advisory.
Jan 2014 — Jan 2015
Development Manager / Agile Coach
Reliance Jio Infocomm
Set up Agile methods for a 100+ person programme across 4 countries (Europe + India). Implemented CI/CD using Jenkins and AWS. Distributed teams, trained in TDD/BDD/QA strategy, and managed multimillion-dollar stakeholder relationships.
Jan 2006 — Feb 2014
Senior Engineer, Scrum Master & Coach
Ixonos (Nokia partner consultancy)
8 years moving between global projects, clients, and technologies — Java, iOS, mobile, infrastructure. IT lead on multimillion-dollar sales deals. Pool of senior Agile mentors and Project Managers. Taught Agile software development at two Colombian universities.
How I work

My approach

Transformation isn't a methodology you install. It's a culture you grow. Here's how I help organisations grow it.

01

Diagnose first, prescribe second

I don't arrive with a pre-packaged framework. I spend time understanding your specific constraints, culture, and goals before recommending anything.

02

Hands-on, not just advisory

I coach teams live, sit in stand-ups, review code, facilitate retrospectives. Change happens through participation, not PowerPoint decks.

03

Build internal capability

My goal is to make myself redundant. Every engagement includes transferring knowledge to your people so the transformation continues without me.

04

Connect business to engineering

I speak both languages fluently. I translate between executive strategy and engineering reality — and help both sides understand the other.

Ready to start a conversation?

Whether you're planning a transformation, stuck mid-way, or just want a second opinion — I'm happy to talk. No sales process, no NDAs on the first call.

Send me an email →
Currently accepting new engagements · Based in Brussels, available EU-wide