Bárbara Ruiz is Global Brand Lead at LLYC, an international marketing and corporate affairs consultancy with offices across Europe, the U.S., and Latin America. She leads a team of over 20 professionals responsible for building LLYC's global brand presence-developing strategy, identity, and campaigns that strengthen its reputation across markets.

With more than 17 years of experience in brand positioning, architecture, and communication, Bárbara has held senior roles at brand consultancies including Interbrand, Branward, and LLYC.

She has led strategic work for clients such as Coca-Cola, Hitachi, Repsol, Iberia, and Telefónica, and has been behind award-winning initiatives including Free the Voices, a global voice inclusion project, and the brand relaunch of UNOde50, aimed at revitalizing its connection with younger audiences.

She also mentors emerging leaders through the AmCham Spain + IE Women Initiative and has taught branding at the postgraduate level. Known for combining strategic clarity with cultural insight, Bárbara helps brands connect meaningfully with people, turning identity into impact.