Alicia Alfaro

Alicia Alfaro is a seasoned professional with extensive experience in global go-to-market strategies within the sports and fashion industries. Currently serving as Head of Global Go To Market at PUMA Group since April 2022, Alicia previously held significant roles at Reebok as Global Director Go To Market - Market Management and at adidas in various managerial positions, including Sr. Manager Go To Market for the Reebok CTC Club C franchise. Alicia's expertise encompasses brand management, marketing strategy, and trade marketing, having developed and executed impactful marketing initiatives across multiple regions. Alicia holds an MBA from the Facultad de Economía y Negocios - Universidad de Chile, along with several postgraduate degrees in communications and fashion marketing.