The appointment follows the merger between Sogecable and Via Digital, the two struggling Spanish cable platforms. Pajares was IR and communications chief at Via Digital for two years before receiving an offer from J&C.
As part of the newly-created post Pajares will lead a staff of 43 people at J&C's Madrid and Barcelona offices and help devise growth and client strategies. He will report to founding partners Olga Cuenca and Jose Antonio Llorente.
J&C recently added a string of clients to its books, and stepped up its expansion in Latin America. Earlier this year the firm won PR for local real estate group Gesinar, Whirlpool, spirits firm Bodegas Faustinos and bicycle-parts supplier Selle Royal. Offices have been opened in Ecuador and Nicaragua, following launches in Panama and El Salvador last year.