Alicia Orden Rueda

Alicia Orden Rueda has extensive experience in the food and beverage industry, currently serving as Directora Horeca Organizado at Coca-Cola Europacific Partners since 2012, where responsibilities include negotiating commercial agreements and developing business plans for assigned national accounts in the Horeca channel. Prior roles include Directora de Cuentas Nacionales Horeca and National Key Account Manager Horeca, focusing on channels such as fast food, casual dining, and hospitality. Alicia began their career in the Horeca sector at Coca-Cola Gestión from 2009 to 2012 as an On Premise Account Executive, managing trade marketing initiatives. Earlier, Alicia worked as Export Manager for CRDO Vinos de Madrid, promoting the region's wines internationally, and as a Market Analyst at the Wines from Spain office in New York. Alicia holds a Master’s degree in International Business Management from CECO and a Bachelor’s degree in Translation and Interpretation from Universidad Pontificia Comillas.