Manuel Lorenzo

Manuel Lorenzo is a seasoned professional with extensive experience in brand management and strategic leadership within the beverage and consumer goods industries. Currently serving as the Regional Director BTB, BTC & Retail for illycaffè since January 2021, Lorenzo oversees operations across Europe, Central Asia, and LATAM, focusing on maintaining the brand's premium reputation. Prior to this, a significant role as Country Manager for Gruppo Campari involved transforming the French market operations and overseeing brand strategies that achieved consistent growth. Lorenzo has also led initiatives for Skyy Vodka and the Tic Tac brand with remarkable success, including significant sales growth and brand repositioning. Educational qualifications include an MBA in International Luxury Brand Management and an MBA in Marketing from Tecnológico de Monterrey, among other prestigious certifications, underpinning a solid foundation in luxury marketing and international business.