Alicia Gala Palacio

Critic
DISC Type : C

Head of Brand Activation, Campaigns & Event marketing at Lidl España

Barcelona, Catalonia, Spain

Overview

Alicia Gala Palacio is a marketing executive with over 12 years of experience in brand strategy and customer insights for the retail sector. As Head of Brand Activation at Lidl España, she leverages her international experience from Lidl Portugal and a Masters from EAE Business School to drive brand growth and innovation.

Outside of work, Alicia is a mother of two and a wife who recently completed a two-year family adventure as an expat in Portugal. She is passionate about authentic leadership, believing it requires not just strategy but also humanity, trust, and inspiration to build cohesive and motivated teams.

She recently returned to Spain after leading the entire marketing department for Lidl in Portugal.

Personality Overview

Negotiator

Critic

Information Seeker

Unless the value is proven by data, they are unlikely to value fancy features.  It is very likely that they will negotiate pricing or other important terms. They choose to analyze logically and value facts to emotions.

Topics They Care About

Authentic Leadership
Considers authenticity her personal and professional "compass. " She frequently shares content on building trust and inspiring teams with humanity and heart.
Customer Insights
Passionate about turning consumer knowledge into a key growth driver, a central theme throughout her career in category and customer insights management.
Value-Driven Brands
Believes in focusing on what truly matters to customers, championing Lidl's strategy of offering high-quality products by eliminating superfluous costs and extras.

Media Appearances

Alicia has no verified media appearances

Work History

9-2025
Head of Brand Activation, Campaigns & Event marketing at Lidl España
9-2023 - 9-2025
Head of Marketing & Digital at Lidl Portugal
6-2020 - 9-2023
Head of Customer Insights Management | Category Management at Lidl España
11-2017 - 11-2020
Head of Marketing at Lidl España
7-2014 - 10-2017
Social Media Team Lead at Lidl España

Education

9-2023 - 9-2025
Education details unavailable from Lidl Portugal
10-2016 - 6-2017
Master's degree from EAE Business School

More Information

Social Presence :

Prographics :

Exp : 14 Location : Barcelona, Catalonia, Spain Job Level : Mid-senior Designation : Head of Brand Activation, Campaigns & Event marketing at Lidl España
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Insights For Selling To Alicia

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Be formal and objective, they will appreciate it more

DONT's

  • Do not use very emotional or colorful language
  • Don't give superficial answers, they are easily rattled by them
  • Avoid phrases like ‘trust me’, ‘others just love’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Alicia is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Alicia

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Alicia move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Alicia take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Alicia

Personality Compatibility


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