Aroa Centeno

Aroa Centeno has over 19 years of experience in the beverage industry, currently serving as the Premium White Spirits Category Director for Bacardi's AMEA region since June 2004. In this role, Aroa leads commercial planning and activation for premium white spirits across 14 key markets, including Grey Goose and Bombay Sapphire. Previously, Aroa held positions including Regional Head Customer Marketing AMEA and Customer Marketing Manager for Incubation/Premium Brands in Spain, where responsibilities encompassed developing customer marketing strategies for various trade channels. Aroa also has experience as Field Sales Manager for Northeastern Spain and a background in PR and events management. Aroa holds a degree in Business Administration with a focus on Marketing from ESADE Business & Law School and has studied at Università Bocconi.