Alicia Garcia

A specialist in Brand Management and Innovation, Alicia´s career has been forged at several multinational companies over the past 25 years.

Her professional story started at Procter & Gamble, first in the Spanish office and then in Brussels, the European headquarters at the time. Later, she moved to El País, Spain’s leading newspaper, where she was Marketing Director and launched their digital newspaper (www.elpais.com). Her career continued at The Coca-Cola Company, where she worked as Communications Manager, Brand Director and Innovation Director. In 2003, she started to work for Diageo, where she was Brand Director and then Innovation Director until 2014. Her activation of J&B Nightology Boat won Best Event Activation at the San Sebastian Advertising Festival.

Besides Marketing, Alicia has always enjoyed teaching and helping others in their development. In many of these companies, aside from her Marketing role, Alicia was responsible for internal training and development programs, and acted as a mentor for younger associates. Alicia also started a teaching career in 2014 as an Associate Professor at IE Business School. In 2015, Alicia and two other partners, founded Blanchard Spain, the Spanish subsidiary of the world´s leading company in leadership training.

Alicia holds a double BA (Hons) degree in Business Administration from Middlesex University / ICADE, and has a Marketing Diploma from the British Chartered Institute of Marketing.

A mother of three teenagers she tries to juggle her personal and professional life with time to stay fit (dance and zumba are her favourite), keep up with her book club (revisiting the classics!), and her weekly visits to the cinema.