Profile
Macarena is a global enterprise transformation executive and advisor with over 15 years of international experience across FTSE 100 FMCG, luxury retail, beauty, ecommerce and hospitality. Her career combines commercial growth, international operations and enterprise transformation, connecting executive ambition with operational reality.
At Diageo, she identified challenges across customer journeys, technology, data and operations, shaped the transformation vision and value case, and secured sponsorship from the Global Chief Digital Officer for a dedicated leadership role. She went on to lead a multimillion-dollar global transformation across several markets and functions, while taking responsibility for the live technology estate. She considers transformation through four perspectives: executive, operator, customer and transformation leader. This helps her bring business and technology leaders together to deliver lasting commercial and operational value.
Professional Background
Most recently, Macarena was Global Head of Omnichannel & Technology Transformation at Diageo, leading change across its global Brand Homes estate, spanning retail, hospitality and visitor experiences. Her portfolio covered operating models, enterprise platforms, customer data, payments, ecommerce and adoption. Ownership of live applications also gave her accountability for both TRANSFORM and RUN. Earlier, she held international operations and business improvement roles at Michael Kors and Morphe, with responsibility spanning approximately 142 stores in 22 countries at Michael Kors and support for European expansion at Morphe. She began her career in marketing at El Corte Ingles before helping scale an ecommerce startup, contributing to 447% revenue growth over four years. She is also a member of the Retail Innovation Council Advisory Board, contributing perspectives on transformation, customer experience and emerging technology.
Education
Macarena holds a BA in Advertising & Public Relations from the University of Navarra. Her professional development includes Al, data science, strategy, innovation and luxury management studies with IBM, Copenhagen Business School, IESE and Bocconi, alongside PRINCE2 Agile.
Furthermore
Growing up in a family business shaped her entrepreneurial mindset. Erin Meyer’s The Culture Map sparked a lasting interest in how culture and communication influence change across markets. Since studying data science in 2020, she has explored how Al and immersive retail can improve decision making and customer experience, with a practical focus on testing useful ideas and scaling what works.
Outside work, she enjoys reformer Pilates, padel and travel. Memorable retail and hospitality experiences often become unofficial field research.