Patricia Carballedo

With over 20 years of experience in retail and wholesale, Patricia Carballedo has successfully managed high-performance teams and major accounts for renowned companies such as STL, SWAROVSKI, LVMH GROUP, RITUALS COSMETICS, and PANDORA. Since September 2023, she has served as the General Director of the Spanish Retail Association (AER) until January 2025. Additionally, she is the Founder and Director of THE WHY COACHING consultancy, specializing in leadership development and inclusion within organizations with strong focus in retail. She also collaborates as a Senior Consultant at the Institute for Transformational Leadership (IFTL) and co-presides the EWMD European Women’s Management Development Network Chapter in Spain.