Speakers

SESSION TITLE

The Growth Power of Culture: How Brands Win Through Global Consistency, Local Relevance, and Cultural Intelligence.

SESSION DESCRIPTION

In a world where culture shapes consumer behaviour faster than ever, brands can no longer rely on one-size- fits-all strategies. This session explores how culture becomes a true growth engine, helping brands stay globally consistent while adapting meaningfully to local realities. Learn how leading organizations balance brand integrity with cultural relevance to unlock growth, connection, and long-term competitive advantage.

ABOUT LIGIA PATROCINIO

I am a marketing leader that makes things happen through people. With over 25 years of experience in some of the biggest FMCG companies in the world, I’ve been driving significant business transformations, in developed and non-developed markets, with a focus on people, customers and consumers.

Consistently recognized for my collaborative approach and influencing skills, I am comfortable interacting at different levels of the organization and external stakeholders, including government. I have launched multiple global products and built new business models for categories and portfolios, and I had turned around businesses, driving growth, providing vision and leadership.

Being around the globe for 11 years now, made me obsessed by culture, people and countries. In my spare time I feed my life traveling, discovering new cultures, people and eating great food. Married for 14 years and mother of a boy, my core values are integrity, collaboration, respect, accountability, continuous learning & development.