ROCIO GARRIDO DE LA CORTE

Senior commercial leader responsible for defining and executing the leasing and fleet strategy in Spain, driving sustainable growth and ensuring full alignment with Toyota’s national and European business priorities.

• Played a key role in maintaining Toyota’s position as #1 automotive brand in Spain for 4 consecutive years, across both retail and fleet channels.
• Designed and launched Toyota Spain’s Annual Fleet Convention (2023), bringing together the entire dealer network to align on strategy, drive engagement, and reinforce commercial focus; successfully established as a recurring flagship event in subsequent years.
• Acted as primary liaison with Toyota Motor Europe, leading all corporate-related topics, aligning strategic initiatives, and ensuring effective local deployment of European programs.
• Delivered consistent overperformance in leasing and fleet channels, supporting volumes of ~40K annual fleet sales and reinforcing Toyota’s top-tier market positioning.
• Provided strategic leadership to the dealer network, influencing performance management, capability development and commercial excellence across multiple stakeholders.

• Responsible for leading all leasing sales across all BMW/MINI dealerships in East Area.
• Training, motivating and incentivizing all sales staff to achieve their individual targets.
• Develop sales strategies and processes to achieve the company’s objectives.

• Responsible of maintaining all national accounts and creating new markets to achieve all the goals set by the company.

• Responsible of: maintaining existing accounts, creating new markets, studying the competition, achieving the goals set by the company and ability to resolve any incidence of the customers.

• Leader of the DiR Tuset sales team and responsible for achieving the goals set by the company and creating a monthly action plan to achieve them both individually and as a group.

• Responsible of stand sales and representative of Spanish companies in the international fairs such as EquipHôtel Paris, Marocotel Morocco, Vending Paris, Feicon Batimat Brasil, etc.