Senior Brand Strategist
Loreto was born in Zaragoza, but feels she has a little bit of many places around the world in her as well as her home region of Aragon. She’s been lucky enough to live and study in various cities here and there, which has made her a lively person and a lover of people and their capacity to grow, create, and relate to others.
As a girl she wanted to study medicine or psychology, to learn more about what’s inside us all, but as she was terrified of numbers she decided instead to go into the arts in their business guise between Valladolid and the UK. It was a keystone for her, since it allowed her to discover the culture of multinational corporations: teamwork, different types of leadership, the ins and outs of organisational systems, results orientation, and her devotion for brands and their capacity for emotional transformation. In Madrid she worked in different sectors at FMCG. Companies such as Havi Logistics (McDonald’s), British Sugar, Allied Domecq, and JTI were added to her CV, and brought her 16 years of important learning in diverse areas, from logistics and finance to sales and marketing.
She met her husband in that environment of competitiveness, continuous change and growth. Five years ago, already being a mother to a large family, she decided to turn the tables and explore that passion for people which had always called to her from afar, looking at it now with more freedom, neutrality, and an up-close, human approach. She became a certified Executive Coach, and since then has been training in techniques such as creativity and communication in its various forms (ontology of language, non-violent communication, behavioural analysis, emotional intelligence, creative and lateral thinking, and strategic coaching).
She is the founder of concedecoaching.com, a consultancy offering innovative tools for people or teams and brands, that keep growing and enlightening the world. She also gives social skills training for companies, and teaches at various Coaching schools and universities. She is a consultant for HR projects and employer branding, as well as being a Brand Coach. She loves to work collaboratively, and through it she has built a network of people and exceptional learning that lets them expand their connections – she’s convinced that one day they will all end up connected.
On this journey, injecting emotion, diversity, and vital energy into whichever project she found along the way, she encountered Picnic. A magical place that gives her the chance to work as a planner with a team full of true masters of brands, ideas, strategies, quality, rigour, and above all else, life. Something that Loreto undoubtedly enjoys like no other.