Antonio Alarcón

Activist
DISC Type : Cd

Chief Customer & Marketing Officer | Board Member at Lidl España

Greater Barcelona Metropolitan Area, Spain

Overview

Antonio Alarcón is the Chief Customer & Marketing Officer and Board Member at Lidl España, driving brand growth through digital transformation. With an Engineers degree, he leverages a strong data and e-commerce background from the FMCG and retail sectors to build meaningful consumer connections and position Lidl as the top choice for shoppers.

Beyond his marketing career, Antonio has a deep-rooted foundation in technology, evidenced by his engineering background. This technical acumen informs his data-centric approach to understanding consumer behavior and driving digital innovation. People who have worked with him have described him as an extraordinary professional with resounding excellence.

He holds patents for technical inventions, including "Digital signal transmission and reception, " showcasing a unique engineering background for a C-level marketing executive.

Personality Overview

Meticulous

Logical And Quick

Perfectionist

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They can be nudged to make faster decisions by offering what they value. They care equally about the product and its potential impact.

Topics They Care About

Emotional Branding
He is leading Lidl's recent "Lidl vale la pena" campaign to build a stronger emotional connection with consumers, moving the brand's perception beyond just competitive pricing.
Customer Centricity
His promotion and the creation of his new role underscore Lidl's strategic shift to place the customer at the absolute center of all business decisions.
Digital Ecosystems
He focuses on building strong proprietary digital channels, like the Lidl Plus app, to communicate directly with millions of customers and foster brand loyalty.

Media Appearances

Antonio has no verified media appearances

Work History

7-2025
Chief Customer & Marketing Officer | Board Member at Lidl España
1-2022 - 7-2025
Director of Customer (Marketing, Commercial, Digital) at Lidl España
11-2019 - 12-2021
Head of Marketing, Digital, Media & CRM at Lidl España
4-2015 - 9-2016
Digital Manager at Nutrexpa / Nupa (Idilia Foods & Adam Foods)
7-2014 - 4-2015
Head of Digital Business, Analytics & CRM at Grupo Planeta

Education

4-2024 - 11-2024
PDG - General Management Program from IESE Business School
2002 - 2008
Engineer's degree from Universitat Politècnica de Catalunya

More Information

Social Presence :

Prographics :

Exp : 13 Location : Greater Barcelona Metropolitan Area, Spain Job Level : Leadership Designation : Chief Customer & Marketing Officer | Board Member at Lidl España
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Insights For Selling To Antonio

During A Call Or A Meeting

DO's

  • Ask them questions confidently while doing discovery, don’t be apologetic
  • Highlight the competitive differentiation of your product
  • Stress on the business value that your product offers

DONT's

  • Do not give up if they are not convinced, try again with a different approach
  • Refrain from asking too many questions
  • Avoid repeating yourself or making generalizations

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Antonio is

  • Confidence in the product plays an important role, followed by powerful testimonials.
  • Will you ever get a clear answer from Antonio

  • They might hesitate a little, but they will say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Antonio move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Antonio take some risk or not?

  • Once they have analyzed the pros and cons, they can take some risks.

You And Antonio

Personality Compatibility


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