Johanna Salem represents NY Bay Capital in Colombia, leveraging her extensive local network and ability to connect global capital with regional opportunities.  She brings over 20 years of leadership experience in financial services, corporate strategy and investments in her native country. She began her career in the financial sector at Helm Fiduciaria, where she led the sales and business development team, driving commercial growth and structuring complex fiduciary and investment vehicles. She later served as VP and member of the Management Committee at Mercedes-Benz Financial Services Colombia, overseeing the commercial, insurance, and marketing divisions. In this role, she designed new financial products and secured strategic partnerships across the automotive and financial sectors.

Today Johanna is the Founder and CEO of Prim Consulting, a firm dedicated to financial structuring, capital raising, and strategic advisory for high-impact projects. She works closely with family offices, private investors, and regional funds supporting growth, restructuring, and long-term value creation for their clients. She also serves as an Independent Board Member at Masivo Capital and sits on strategic and corporate governance committees in the real estate sector.

Johanna holds a Business Administration degree from Universidad del Norte, a Financial Management specialization from Pontificia Universidad Javeriana, a CEO Program from INALDE Business School in Bogotá, and an MBA from ISEAD (Spain).