Alberto is a strategic advisor to 10EQS, following more than 26 years as a senior marketing and commercial leader at some of the world's largest consumer goods and retail-technology companies. Most recently, he served as Global Chief Marketing Officer of Grupo Bimbo, the world's largest baking company, where he led more than 500 marketers across 39 countries and drove the company's transformation into a fully consumer-centric organization. Over 13 years at Bimbo, Alberto held senior marketing leadership roles in Iberia and Canada, managing full P&L responsibilities for iconic portfolios and orchestrating two major business turnarounds: the first through disruptive product and category innovation, and the second by successfully uniting distinct cultures and strategic ambitions following a major competitor acquisition. He has deep experience in brand building, growth strategy, commercial excellence, and FMCG/CPG innovation, from managing multi-hundred-million-euro portfolios at The Coca-Cola Company to driving premium spirit launches at Bacardi and the Ben & Jerry's retail launch for Unilever. An expert at turning data into growth-driving consumer experiences, Alberto focuses on how AI is reshaping marketing and knowledge work. He now serves on the Advisory Board of retail-tech leader Swiftly, advises select high-growth consumer companies on "where to play and how to win," and has taught in the Master in Branding program at Elisava (Barcelona) since 2009.
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