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Lucas Villanueva Balcazar has held a variety of positions in the past 18 years. In 2004, they began their career as an After Sales Engineer at Hitachi Air Conditioning Products, S.A. Three years later, they moved to General Cable, where they held the positions of Global OGP Sales Manager and Area Sales Manager. In 2011, they took an internship as a Senior Manager World Service at American Express. In 2012, they joined Amazon, where they held the roles of Head of EU Supply Chain and Distribution (Groceries), Head of Pan-EU Fulfilment by Amazon (FBA), Country Manager, FBA Spain and Italy, and Business Manager FBA Europe. In 2021, Lucas co-founded BrandHero, where they currently serve as the Chief Operating Officer. Lucas also serves as the Chief Operating Officer of GROVN, a position they began in 2022.

Lucas Villanueva Balcazar obtained their MBA from Esade in 2011, after studying Business Administration. Prior to that, they earned an Ingeniero Industrial degree from Universitat Politècnica de Catalunya between 1998 and 2004.