Luciana Santos Muster in

Luciana Santos Muster

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Commercial Excellence Learning Academy Lead (Mandate) at Barry Callebaut Group
📍 Zürich Metropolitan Area, Switzerland

Luciana Santos Muster is a marketing and business development leader with over 20 years of global experience at companies like Barry Callebaut and Coca-Cola. Colleagues describe her as charismatic, visionary, and strategic. She holds a Certificate of Advanced Studies from the ZHAW School of Management and Law.

Fluent in four languages—Portuguese, English, German, and Spanish—Luciana is passionate about mentoring start-ups and lecturing on marketing and innovation. She cares deeply about adult education, inspired by her mothers work in Brazil, and is an advocate for ethical social media use.

She is the founder of Books Minds Umbrellas GmbH, a marketing and innovation consultancy.

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Experience
18 Years
Current Role
Commercial Excellence Learning Academy Lead (Mandate)
Location
Zürich Metropolitan Area, Switzerland
Personality Overview

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Priorities

Topics Luciana cares about

Commercial Learning
Her current mandate at Barry Callebaut involves designing and leading the learning and development strategy for the global commercial organization.
Marketing Innovation
A core theme of her career, she previously served as Head of Innovation at Mövenpick and lectures on cultivating creativity in business.
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Career

Work history

4-2024 - 10-2025
Commercial Excellence Learning Academy Lead (Mandate)
Barry Callebaut Group
10-2022 - 3-2024
Director Trade Marketing, Western Europe
Barry Callebaut Group
11-2020 - 12-2022
Director Chocolate Academy & Business Development
Barry Callebaut Group
4-2019 - 10-2020
Head of Innovation
Mövenpick Holding AG
9-2017 - 10-2018
Brand & Product Manager - Emerging Brands
The Coca-Cola Company
In the press

Media appearances

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Education
9-2024 - 8-2025
Certificate of Advanced Studies in Higher & Professional Education
ZHAW School of Management and Law
2002 - 2004
Master's degree
Universidade Presbiteriana Mackenzie
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

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