Lorena Barroso

Lorena Barroso is a seasoned marketing professional with extensive experience in brand management and marketing strategy within the luxury sector. Currently serving as the Sr Brand Manager for The Macallan at Edrington since September 2023, Lorena focuses on developing brand strategies and business growth initiatives to sustain leadership in the Single Malts category. Prior to this role, Lorena was the Marketing Senior Manager at The Estée Lauder Companies Inc., where responsibilities included developing a comprehensive Marketing 360 strategy to maintain the brand's #1 position in skincare. With a solid background at LVMH Perfumes & Cosmetics, Lorena successfully enhanced Guerlain's market rank and implemented significant product launches, including the first boutique in Mexico and Latin America. Earlier professional experiences include roles at Grupo Axo, CHANEL, and Colgate Palmolive. Lorena holds a degree in Marketing from Universidad Iberoamericana and furthered education with courses at New York University and the Fashion Institute of Technology.