Alicia García López

Strategic Partner


Alicia is Strategic Partner of WALK. Her professional career has been forged at several multinational companies for more than 30 years.

She started in 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 the youngest member of the Executive Committee as Marketing Director. Her career continued at The Coca-Cola Company as Head of Communications, Brand Director and Innovation Director. In 2003 she moved to Diageo where she was Brand Director and then European Innovation Director until 2014.

Since 2015, Alicia has been working as an independent consultant mostly in the areas of marketing and strategy for leading companies and agencies such as Mahou San Miguel, NH Hotel group, Beam Suntory, Aegis Media, among others.

On top of her marketing expertise, Alicia has always enjoyed helping others develop, so in most of the companies where she worked, she acted as mentor for younger members of the organization and as a leader for in-company training programs. This interest in people development took her to forge a parallel career in teaching (Alicia is an Associate Professor at IE Business School since 2014) and to fund, with two other partners, the Spanish brand of the Ken Blanchard Companies (world leaders in management 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. She is also a certified trainer in key Blanchard programs (Situational Leadership Experience, Coaching Essentials, Optimal Motivation and Legendary Service).

She works in Spanish and English.