Winner of The European Female Leaders in Convenience Awards 2026
Alicia Cruzado Lopez
Senior Manager, Franchise Development and New Business, Repsol
With more than 26 years of experience at Repsol, Alicia has developed her entire professional career within the company, evolving across diverse roles that reflect her deep understanding of the business and her strong commitment to transforming the mobility and service-station sector.
She began her journey in Human Resources, where she quickly discovered the appeal and dynamism of the commercial business. Driven by that passion, she transitioned into operations, spending more than a decade managing Repsol’s direct network of over 900 service stations across Spain. This period was foundational in shaping her strategic vision, her operational mindset, and her leadership of multidisciplinary teams.
Alicia has played an active role in some of Repsol’s most transformative initiatives. She participated from the very beginning in building the SuperCor Stop & Go franchise model, today one of the company’s most successful proximity retail concepts, as well as in the creation and expansion of Repsol Klin, now the largest, fully digital carwash network in Spain. She has also contributed to major corporate transformation programs such focused on redefining the service-station model to ensure customers visit for reasons beyond refueling — and stay a little longer.
Deeply convinced that people, enthusiasm, and shared purpose are the true engines of transformation, Alicia believes that no project is impossible when teams are aligned, motivated, and committed to a common goal. She defends that success is born from the energy people bring to each challenge: with coordinated talent, genuine excitement, and sustained effort, even the most ambitious visions can become reality.
In her current responsibilities, Alicia is deeply involved in the evolution of Repsol’s retail ecosystem, helping elevate the value proposition through new services, improved customer experience, and greater digital integration. One of her emerging challenges, and a strategic priority for the business, is maximizing the use of data and advanced analytics to drive profitability, anticipate customer needs, and further modernize service-station performance.
A believer in innovation, teamwork, and customer focus, Alicia embodies the ambition to transform service stations into modern, multi-solution mobility and convenience hubs — always with Repsol’s hallmark of operational excellence and customer centricity.
Originally from Spain, Alicia currently lives in Madrid with her family, balancing her professional dedication with a strong personal commitment to those who inspire and support her every day.
About Repsol
Repsol is a global multi-energy company committed to leading the energy transition and achieving net zero emissions by 2050. With more than 24,000 employees across nearly 30 countries, Repsol operates throughout the entire energy value chain — from exploration and production to refining, chemicals, renewable power generation, and the commercialization of energy solutions for mobility, homes, and industry. The company serves more than 24 million customers worldwide through its diversified and integrated business platform. Repsol operates seven industrial complexes that are being transformed into multi-energy hubs focused on renewable fuels, low-carbon products, hydrogen, and circular economy solutions. It also manages approximately 4,500 service stations globally, evolving them into multi-energy platforms offering conventional and renewable fuels, electric vehicle charging, autogas, and integrated retail services. In renewable power generation, Repsol has approximately 5.5 GW of installed renewable capacity, with additional projects under development as part of its growth roadmap toward 9–10 GW in the coming years. The company also supplies electricity and gas to more than 3 million retail customers, strengthening its position as an integrated energy provider with a growing low-carbon portfolio. Digitalization and advanced data capabilities are core enablers of Repsol’s transformation. The company leverages artificial intelligence, advanced analytics, automation, and cloud technologies to optimize operations, enhance safety, and improve commercial performance and customer experience. Through its Technology Lab and global innovation ecosystem, Repsol develops proprietary solutions that increase efficiency, accelerate decarbonization, and reinforce its competitiveness in a rapidly evolving global energy landscape.
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