Luciana Santos Muster

Critic
DISC Type : C

Commercial Excellence Learning Academy Lead (Mandate) at Barry Callebaut Group

Zürich Metropolitan Area, Switzerland

Overview

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.

Personality Overview

Precise

Negotiator

ROI Driven

They choose to analyze logically and value facts to emotions.  They like to do things independently and don’t look for support from others. It is very likely that they will negotiate pricing or other important terms.

Topics They Care 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.
AI in Marketing
She recently completed a certification in "Using Generative AI across the Marketing Lifecycle, " indicating a strong interest in emerging technologies.

Media Appearances

Luciana has no verified media appearances

Work History

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

Education

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

More Information

Social Presence :

Prographics :

Exp : 18 Location : Zürich Metropolitan Area, Switzerland Job Level : N/A Designation : Commercial Excellence Learning Academy Lead (Mandate) at Barry Callebaut Group
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Insights For Selling To Luciana

During A Call Or A Meeting

DO's

  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Be ready for penetrating questions and critical examination of your pitch
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Make extra effort to not seem pushy or confrontational
  • Don’t rush them till they have clearly gotten all the necessary information

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Luciana is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Luciana

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Luciana move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Luciana take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Luciana

Personality Compatibility


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