As the Global Creative Partnerships & Inclusive Marketing Director at Reckitt, Efrain Ayala sits at the intersection of creative effectiveness, cultural change, and brand strategy. For nearly two decades, Efrain has empowered global brands and their agency partners to turn creativity into a distinct competitive edge. Efrain is also leading the industry by dismantling performative “window dressing,” they champion authentic, evidence-based inclusion that drives bottom-line impact. This vision is proven as seen in the acclaimed, culturally resonant programs like Vanish’s Me, My Autism & I and Nurofen’s See My Pain, which recently earned Nurofen the title of UK Effie Brand of the Year. A WFA Ambassador, Cannes Glass Lion juror, and IPA iList judge, Efrain continually redefines the commercial power of partnership and inclusive marketing.
