MacHteld Caminada

Background

About MacHteld Caminada

I’m all about driving customer happiness — and backing it with data, strategy and structure to make it scalable and sustainable. I’m a senior leader with 20+ years of experience in international commercial roles, including full P&L responsibility across markets in Europe and Latin America. I translate strategic vision into practical execution, delivering measurable results while building and leading high-performing, cross-functional teams.With a background in customer loyalty, grocery retail, FMCG and the airline industry, I’ve consistently turned local operations into top-performing business units, grown revenue and driven long-term customer value. Whether scaling existing operations or building from the ground up, I thrive in dynamic environments.My leadership style is based on openness and clarity. I build trust quickly, lead with integrity and empower teams to take ownership. Having lived in Mexico and Spain for over 20 years, I bring strong cultural sensitivity to my Dutch roots. I’m currently based in Valencia and enjoy roles where I can think strategically while staying close to execution.What sets me apart?I’m hands-on yet strategic, empathetic yet results-focused. I build from scratch or scale with a sharp eye on growth and customer value. My core strengths include: Strategic & operational leadership Empathy & cross-cultural communication Full P&L accountability New business development Commercial negotiation Loyalty & customer value programs Practical problem-solving Team empowerment & collaboration Data-driven decisions Adaptability Fluent in Dutch, English & Spanish I’m at my best in roles:→ within international, growth-oriented organizations→ with full commercial and operational ownership→ where the ´customer is king´→ in settings that balance clear strategy with entrepreneurial spirit→ in medium-sized companies that value ownership and results Open to senior leadership positions in Madrid (hybrid) or the Comunidad Valenciana (on-site or hybrid).Specialties:General Management | Sales Strategy | Retail & FMCG | Country Leadership | Loyalty & CRM | LATAM & European Markets | P&L Ownership | Business Development | People Leadership | Market Expansion | Commercial Strategy | Data-Driven Growth Affinities: Retail | FMCG | Sports | International Business | Digital Loyalty | Start-ups & Scale-ups | Making Customers Happy Let’s connect — feel free to message me here on LinkedIn, email, or let’s meet for a (digital) café con leche +34 647 570 216 machteldcaminada@gmail.com