Alicia María García López

Specialist in Brand Management and Innovation, professor Alicia Garcia´s career has been forged at several multinational companies over more than 25 years. During these years, she has worked in the different fields of Marketing: Brands Positioning and Strategy, as Brand Director for several brands, Innovation, with 9 years experience in development of new products and brands, and Communications, as responsible for Advertising, Media and Sponsorships. Alicia also has extensive experience in inspiring agencies, having worked with agencies from different disciplines (advertising, media, packaging development, PR) in several countries. She now works as Marketing and Innovation Consultant for several agencies and companies, and is one of the founding partners of Blanchard Spain, the Spanish branch of The Ken Blanchard Companies, global leader in management training.

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.

Corporate Experience

• Marketing & Innovation Consultant & partner at Blanchard Spain. July 2014 – to date

• European innovation Director Spirits at DIAGEO . July 2007-July 2014

• Iberia Innovation Director at DIAGEO.  July 2005-July 2007

• Iberia Marketing Director J&B Whisky. April 2003-July 2005

• Marketing Manager Innovation & New Technologies, The Coca Cola Company. Aug. 2000- March 2003

• Marketing Manager Colas, The Coca Cola Company. Jan. 1999- Aug. 2000

• Communications Manager, The Coca-Cola Company. Oct 1997- Jan. 1999

• Marketing Director Diario el Pais. Sep 1995- Sep 1997

• Several Brand Management positions at Procter & Gamble. Sep 1991- Sep 1995

Academic Experience

• Adjunct Professor, IE University, Spain 2013-to date

• Adjunct Professor Universidad San Pablo CEU , 2017 and 2018

• Adjunct Professor, ISDI, Instituto Superior para el Desarrollo de Internet, Spain 2019

Academic Background

• B.A. (Hon) in European Business Administration/Licenciada en Ciencias Empresariales Europeas  (E-4). ICADE/Middlesex Business School, Middlesex University. Madrid / London. 1987-1991

• Marketing Diploma. British Chartered Institute Of Marketing. London, June 1991