Case.Rising Leaders: Alejandra Moreno about leading with authenticity and empowering others in LATAM Beauty & Personal Care

Alejandra Moreno has been with IMCD since 2021, developing strong expertise across technical, marketing, and product management functions in Latin America. In August 2025, she was promoted to Regional Product Manager for Beauty & Personal Care in LATAM, alongside her existing role as Technical & Marketing Manager for Beauty & Personal Care in Colombia, Peru, and Chile. She reflects on her experience being part of the Rising Leaders programme.

Q1 | What was the most important thing you learned about yourself during the Rising Leaders programme?

Having the time and the support to truly explore who I am was invaluable. The most meaningful lesson came from something Marcus Jordan [CEO of IMCD] told me: “Don’t try to be someone you’re not. Don’t replicate someone else’s leadership. Use what you naturally have: your energy, your positivity, your ability to build alignment.” This shifted the way I see myself as a leader and reminded me that authenticity is not only enough, it is powerful.

Q2 | Was there a moment in the programme that shifted how you lead or collaborate?

The biggest shift happened when we explored the true meaning and implications of delegation. I always connected delegation with assigning tasks, but I learn that you must be generous with the work. Give others the full picture, delegate exciting projects, and implicitly, delegate control. Not just tasks. Understanding this changed the way I empower my teams and how I create space for them to grow.

"What excites me the most is the chance to be in close contact with teams across different countries. One of the things I love most is connecting people: aligning needs with those who can best support them and helping processes flow smoothly, because it strengthens collaboration and makes achieving our shared goals even more meaningful."

Alejandra Moreno

Regional Product Manager for Beauty & Personal Care in IMCD Latin America

Q3 | Your new role expands your responsibilities across LATAM. What part of this opportunity excites you most?

What excites me the most is the chance to be in close contact with teams across different countries. One of the things I love most is connecting people: aligning needs with those who can best support them and helping processes flow smoothly, because it strengthens collaboration and makes achieving our shared goals even more meaningful. I truly believe that sales are the outcome of relationships, support, and trust, and this role allows me to deepen all three across the region.

Q4 | Looking back, which skill or habit from Rising Leaders will you use first in your new role?

Without a doubt, it will be about prioritising what truly creates value: focusing our energy on initiatives that deliver meaningful, and whenever possible, measurable impact. As a team, we are already listening closely the different countries in LATAM to understand what is needed and propose actions that can generate outcomes that are both quick and sustainable.

People excellence

At IMCD, long-term success is built on people. Across all Business Groups, countries and functions, the company invests deliberately in developing talent, strengthening leadership capability and creating opportunities for individuals to grow. This focus on people excellence is embedded in how IMCD operates every day.

Rising Leaders: Alejandra Moreno about leading with authenticity and empowering others in LATAM Beauty & Personal Care

Q1 | What was the most important thing you learned about yourself during the Rising Leaders programme?

Q2 | Was there a moment in the programme that shifted how you lead or collaborate?

Q3 | Your new role expands your responsibilities across LATAM. What part of this opportunity excites you most?

Q4 | Looking back, which skill or habit from Rising Leaders will you use first in your new role?

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