Discover the most prominent professionals in Spain's marketing sector. This list features executives and leaders who are redefining digital marketing strategies and communication within the Spanish business landscape. Explore their careers, innovations, and the impact they have on their respective organizations and the industry. It is an essential tool for understanding leadership and influence in current marketing in Spain.
Recognized as the most influential CMO in Spain on LinkedIn in 2025
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Carlos Juan Estevan leads the "Top 237 Marketing Directors in Spain on LinkedIn 2025" ranking, recognized for his strategic and human-centric content. His influence is evident through his role as General Manager at Vicky Foods, where he drives innovative marketing and sales strategies.
Recognized by AdAge as Women to Watch in 2020
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Paula Marconi has been appointed Chief Marketing Officer for Europe at PepsiCo, one of the world's largest consumer goods companies. Her leadership is crucial for strengthening PepsiCo's market presence across Europe and driving marketing strategy at a pivotal time for sustainable growth and brand building.
Led marketing for 640+ restaurants and $2B sales
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Álvaro Miguel was appointed Chief Marketing Officer for McDonald's Spain in 2024, bringing over two decades of international marketing experience. His leadership focuses on driving profitable growth through strategic innovation and customer experience, showcasing his significant impact on the Spanish marketing landscape.
Brand and Communication Director at Eroski
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Ainhoa Oyarbide is an influential figure in Spanish marketing due to her extensive career and strategic role at Eroski, where she has driven brand and communication for nearly three decades. Her leadership in brand and communication direction has been fundamental to the company's transformation and positioning in the competitive retail sector.
One of the most influential voices in marketing in Spain
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Gonzalo Saiz has been a key figure in the transformation of banking marketing in Spain, driving the successful repositioning of the Bankinter brand. His leadership and strategic vision have earned him accolades such as the Most Admired Marketing Professional in 2025 and the Most Influential Chief Marketing Officer in 2024.
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Global Brand, Sponsorship, Media, and Market Research Director at Telefónica
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Rafael Fernández de Alarcón has been recognized for his strategic leadership and impact on the marketing sector in Spain, including the Best Marketing Director award at the AMKT National Awards in 2024. His global marketing direction at Telefónica demonstrates significant influence on the brand and commercial strategy of a leading company.
Helps CEOs scale brand and sales
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Jesús Cubero is recognized for his extensive career and leadership in digital marketing, having held key positions as CMO at Vicio and Food Delivery Brands. His experience with major consumer brands and his current role as Fractional CMO demonstrate his influence and ability to drive growth for various companies in the Spanish market.
Leads HubSpot's marketing strategy for Latin America and Iberia
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Shelley Pursell leads HubSpot's regional marketing teams for Iberia, demonstrating significant influence in the Spanish marketing landscape. Her nearly two decades of experience and her directorial role at a global tech company position her as a key figure. Furthermore, her advocacy for new marketing methodologies and her contributions to industry publications reinforce her impact on the sector.
Head of Influencer Marketing at WPP Media Spain
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Sara Vicioso Montero is a key figure in influencer marketing in Spain, leading the IAB Spain Influencer Commission and holding a directorial position at WPP Media/GroupM. Her more than 15 years of experience, with a decade dedicated to influencer marketing, demonstrates her deep knowledge and ability to shape the industry's future.
Carmen DeRosas is an influential figure in Spanish marketing due to her role as Executive Vice President and Head of Marketing at RAKBANK, where she leads brand strategy and communication. Her work has been recognized with awards for the use of digital in the banking sector, demonstrating her impact on innovation and customer engagement.
The methodology for identifying the most influential marketing directors in Spain is based on a comprehensive analysis of their industry impact, strategic leadership, and ability to drive innovation.