Lucia Villarreal

Critic
DISC Type : C

Transformation Director at Santander

Miguel Hidalgo, Mexico City, Mexico

Overview

Lucia is a Transformation Director at Santander with over 14 years of experience in human-centered digital transformation. Her background includes eight years at AB InBev, focusing on D2C growth, finance, and agile methodologies. She holds an Executive MBA and is a graduate of Harvards Women in Leadership program.

Lucia is passionate about female empowerment and actively participates in leadership forums. She is focused on building strong communities with a customer-centric vision and fostering collaboration and resilience within her teams. Her interests include major corporations like The Walt Disney Company and EY.

Unique fact: At AB InBev, she led a $2M strategic project focused on diversity and inclusion for people with physical disabilities.

Personality Overview

ROI Driven

Precise

Negotiator

They enjoy working alone and do not rely on others very often.  They don’t appreciate bells and whistles unless backed by data. They prefer to do logical analysis and value evidence over emotions.

Topics They Care About

Digital Transformation
Leads digital transformation initiatives at Santander and formerly at AB InBev, focusing on processes, technology, and customer interaction.
Female Leadership
A graduate of Harvard's Women's Leadership Program, she actively discusses and participates in events focused on female empowerment in business.
Agile Methodologies
As a former Transformation & Agile Head, she designed and executed global strategies impacting over 700 employees and dozens of initiatives.

Media Appearances

Lucia has no verified media appearances

Work History

6-2025
Transformation Director at Santander
12-2024 - 6-2025
DTC Growth Finance & Digital Transformation PPM at AB InBev
12-2024 - 6-2025
DTC Growth Finance & Transformation Director at AB InBev
1-2023 - 12-2024
Transformation & Agile Head at AB InBev
12-2019 - 1-2023
Strategy & Digital Transformation Head Middle Americas at AB InBev

Education

Candidate from Harvard University
Executive MBA from Universidad Panamericana

More Information

Social Presence :

Prographics :

Exp : 14 Location : Miguel Hidalgo, Mexico City, Mexico Job Level : Mid-senior Designation : Transformation Director at Santander
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Insights For Selling To Lucia

During A Call Or A Meeting

DO's

  • Be ready for penetrating questions and critical examination of your pitch
  • Be ready to answer many clarity-seeking questions and requests for information
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Don’t rush them till they have clearly gotten all the necessary information
  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Make extra effort to not seem pushy or confrontational

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lucia is

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

  • 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 Lucia move?

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

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

You And Lucia

Personality Compatibility


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