Antonio Alarcón in

Antonio Alarcón

Activist · DISC type Cd
Chief Customer & Marketing Officer | Board Member at Lidl España
📍 Greater Barcelona Metropolitan Area, Spain

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.

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Experience
13 Years
Current Role
Chief Customer & Marketing Officer | Board Member
Job Level
Leadership
Location
Greater Barcelona Metropolitan Area, Spain
Personality Overview

How Antonio shows up

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.

Priorities

Topics Antonio cares 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.
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Career

Work history

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

Media appearances

No media yetWe could not find public media appearances for this person.
Education
4-2024 - 11-2024
PDG - General Management Program
IESE Business School
2002 - 2008
Engineer's degree
Universitat Politècnica de Catalunya
Social presence
in
Behavioral profile

DISC profile (public)

C

Calculativeness (C)

Calculativeness (C) reflects the degree to which a person is likely to be cautious, systematic and analytical. Those scoring high tend to emphasise quality and accuracy.

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