Arantza Barberá

Critic
DISC Type : C

Head of Marketing and Category at General Mills

Madrid, Community of Madrid, Spain

Overview

Arantza Barberá is the Head of Marketing and Category at General Mills, bringing over 15 years of FMCG experience. Educated at ESIC Business & Marketing School, she excels in building strong brand strategies and is often described by colleagues as an engaging, reliable, and ambitious leader.

Outside of her professional role, Arantza is interested in the strategic application of AI in business and appreciates high-quality narrative through podcasts like "El Extraordinario". She actively supports initiatives to promote female talent and has a passion for mentoring the next generation of professionals.

Unique fact: Arantza led a brand collaboration with renowned avant-garde chef Dabiz Muñoz to create a new exclusive product for Häagen-Dazs.

Personality Overview

ROI Driven

Information Seeker

Precise

They prefer to do logical analysis and value evidence over emotions.  They don’t appreciate bells and whistles unless backed by data. They are quite likely to negotiate on pricing or other key terms.

Topics They Care About

Brand Innovation
Drives product innovation for major brands like Häagen-Dazs, including leading collaborations with high-profile chefs to launch exclusive new products.
Strategic AI Integration
Shows a personal interest in understanding how human and artificial intelligence can be strategically integrated into organizations, as evidenced by her reading choices.
Women in Business
Actively participates in events aimed at promoting and connecting female leaders within the consumer goods sector, showing a commitment to advancing women's talent.

Media Appearances

Arantza has no verified media appearances

Work History

3-2022 - 10-2025
Head of Marketing and Category at General Mills
1-2019 - 3-2022
Category & Marketing Activation Manager Häagen-Dazs & Nature Valley at General Mills
6-2017 - 1-2019
Marketing & Category Manager Old El Paso & Green Giant at General Mills
9-2012 - 7-2013
Senior Product Manager Garnier at L'Oréal
3-2011 - 10-2012
Senior Brand Associate Carbonell at Deoleo S.A.

Education

2007 - 2007
Master en Dirección de Marketing y Gestión Comercial from ESIC Business & Marketing School
2001 - 2006
Licenciatura en Publicidad y RR.PP from CEU Cardenal Herrera University

More Information

Social Presence :

Prographics :

Exp : 14 Location : Madrid, Community of Madrid, Spain Job Level : N/A Designation : Head of Marketing and Category at General Mills
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Insights For Selling To Arantza

During A Call Or A Meeting

DO's

  • Be ready to answer many clarity-seeking questions and requests for information
  • Don’t forget to mention how you compare to competition on both features and pricing
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Make extra effort to not seem pushy or confrontational
  • 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 Arantza is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Arantza

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Arantza move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Arantza take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Arantza

Personality Compatibility


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