Veronica Llorca-Smith 🍋

Veronica Llorca-Smith

🎙Public Speaking: My focus is on helping organizations build inclusive, high-performing teams with the power of DEI and cultural agility. 

I create customized presentations and workshops for organizations and events. My content leverages my 15-year corporate experience (Apple, Estée Lauder) as well as my personal experience as a triathlete and an author. My content is based on storytelling and actionable frameworks.

🎓 Topics:

- Cultural agility as a competitive advantage in the workplace

- Inclusive leadership: mindset, behavior and processes

- Inclusive language as a catalyst for inclusion 

- An athlete's mindset: mental frameworks to get results

- DEI Fundamentals: Diversity, Equity & Inclusion 
 
- Maximizing your influence with a personal brand

Languages available: English, Spanish, French, Italian & Portuguese

Professional Speaker & Author (Penguin Random House): DEI, Cultural Agility & Growth Mindset

Leaders for Good

Leaders for Good are Diversity, Equity & Inclusion (DEI) & Culture Change Specialists.

We believe DEI is a vital part of business strategy and we work with leaders and organisations to embed DEI into the fabric of their organisations. 

We work with all scales of organisations in APAC, from large corporations to government departments and NFPs. We work with leaders and organisations in three key areas:

DEI Strategy
DEI Training & Development 
DEI Consulting & Advisory 

Our purpose is to unlock the tremendous power of organisations to create a more equitable world. We don’t just say it, we put 50% of our profit to equity causes. Learn more about our impact strategy here leadersforgood.org/our-impact.

As a Project Director, I support the growth of the business through international expansion, particularly in the APAC Region. Our goal is to grow in a sustainable way so that we can scale our impact and continue to give back to the community.

I support the business from a 360 perspective: from the DEI assessment and strategy, to the design of our programs and the facilitation.

Asia-Pacific Director - DEI (Diversity, Inclusion & Equity)

The Estée Lauder Companies Inc.

Lead the Retail development of Clinique in APAC, driving sales growth and profitability while developing high performance teams. Implement standard business, operations and talent processes to operate consistently across 14 affiliates. Lead channel diversification through online acceleration.  
Training & Talent development of APAC Retail Teams (2,000+ staff). Key markets: Australia, Japan, South East Asia. Responsible for Retail Sales 400M US$ (FY20)
Retail Strategy & Operations: 
-Lead Retail Teams (16 National Sales & Education Managers & 2,000+ staff) to deliver high performance, drive growth, client acquisition and customer experience. Support  affiliates in local Go-to-Market strategy.
-Drive efficiency and productivity through distribution diversification, online acceleration, NOP optimisation. Increased online MOB from 6% to 20% in FY20. 
-Lead sales strategy in APAC: investment in top 20 Flaghip Stores, accelerate SMC channels, decrease dependency on Brick& Mortar, pivot to online. Grew +2% YOY in FY21 in Retail Sales in spite of the pandemic. 
-Work closely with business partners to reach monthly & annual targets. Key APAC partners: SMC: Sephora, Mecca, Eve&Boy, Olive Young // DS: David Jones, MYERS
-Implement standard processes & drive retail digitalisation across APAC: NPS, omni-retail programs, digital learning tools, retail technology
-Partner with senior cross-functional teams: new product launch strategy, implementation of retail technology, CRM program execution, COVID retail response
Training:
-Design a holistic Talent & Training strategy to develop current and future leadership 
-Optimize Talent development through digital tools: digital PDP, leadership development programs, LinkedIn Learning
-Monitor employee engagement & satisfaction (eNPS) and build action plans
-Lead leadership on-boarding, Talent Assessment  & Succession Plan
-Partner with Compensation Team to create a cohesive people engagement strategy to increase

Senior Director of Retail Operations and Training APAC

Apple

Drive the Retail Business B2B strategy, execution and talent development across the market (7 Apple Flagship Stores). Hire, lead  & develop the Business teams (leadership and field team of 60) to grow sales and deliver excellent customer service. Drive penetration of Apple ecosystem across SMC and MNC. Retail Sales 100MUS$ (FY2018)
Strategy & operations:
-Lead and implement B2B strategy in HK in partnership with Senior stake-holders 
-Implement Global Strategy “Business @ Apple” Programs with local relevance
-Lead rollout and adoption of new CRM (Apple CRM, 2018) for business customers 
Sales and Business Development:
-New Business: design and execute plans to generate new business through inbound/ outbound lead campaigns and excellence in pipeline management. 
-Repeat Business: lead Briefing strategy in partnership with Solutions Engineer and Account Managers to offer holistic business solutions to business customers (Apple hardware, software and services) increasing Apple footprint in B2B
People Development
-Hiring and development of Business Team of 60 staff (Business Managers, AM’s)
-Lead Talent Assessment and Development of Business Team (digital PDP) 
Retail customer experience:
-Drive Customer satisfaction strategy to achieve excellent customer service in Business Retail (responsible for Apple Business NPS results in the market)

Head of Business Hong Kong & Macau

Lead & inspire a team of 9 to provide exceptional customer service (in store/ phone) and offer IT business solutions
Develop & execute innovative strategies to build long-lasting business relationships with corporate customers in HK
Drive performance across new/ repeat customers by focusing on effective account & pipeline management
Develop & implement effective business plans to achieve performance goals
Lead & support internal training about business services
Coach & develop Business Team and individuals for career development (Lominger system)
Inform leadership on business priorities and strategies (strong verbal & written communication skills)
Conduct weekly meetings with General Manager to review performance & develop future strategies

Business Manager

European Chamber of Commerce, Hong Kong

Supervise Chamber’s financials (P&L, accounting), operations and team (2 staff)
Discuss and agree on annual budget with the European Commission and present budget to Chamber’s Board 
General Management of the Chamber (taxes, reporting, audit)
Supervise events organization (fairs in HK and Macau, forums, seminars) to ensure successful attendance & profit
Partnership with third parties to host joint-events (HKTDC, Chambers, Asia Society, Government,EU..)
Host industry roundtables with main European companies in HK (IT, Retail, Taxation, Finance, Intellectual Property)
Prepare weekly newsletters reporting the Chamber’s activities and update corporate website
Elaborate comprehensive reports to the EU with details of the various events and financial breakdown
Main spokesperson of the Chamber in public events, meetings, media

Director

GTS GROUP (currently Alfaparf)

Management of Hong Kong Regional Office 
Sales management of key markets: Greater China, Japan, Singapore & Malaysia
Business Development in Asia: commercial expansion to new markets (Vietnam, Cambodia, Sri Lanka)
B2B negotiation with regional distributors: fix target, sales strategies
Define pricing positioning and strategy
Lead marketing and PR activities (fairs, promotions, press release)
Lead training activity in the area: trainings, seminars, launching events
Supervise operations: forecasts, orders follow-up, payment conditions

Asia Pacific Manager

Operasia Forwarding Ltd

Establish and manage Shanghai Representative office (10 staff)
Supervise opening of China Regional offices (Ningbo, Qingdao, Shenzhen)
Lead local sales force to increase European clients portfolio
B2B negotiation with local agents in China and new partnerships
Supervise logistic operations to ensure customers' satisfaction
Customer service support to European clients: visit to factories, fairs, support for inspections, advice on export regulation.

Asia Business Development Manager

Spanish Trade Commission in Shanghai

Provide commercial support to Spanish companies willing to enter the Chinese market via distributors, franchises or direct investment. 
Develop the network within the retail channels (departments stores, mall, importers, etc).
Participate in trade fairs of fashion &amp; cosmetics in China
Organize brands launching events with marketing and PR support
Market analysis and extensive reports on fashion &amp; cosmetics

Trade Consultant for Fashion & Cosmetics

Want to find a speaker for your next leadership event?

I design customized keynotes and workshops to motivate and build high-performing teams and help develop new leadership skills.

Blending my 20-year corporate experience (Apple, Estée Lauder), my personal experience living in 9 countries and my journey as an amateur triathlete, I create engaging sessions that bring both inspiration and actionable frameworks. 

Topics:

DEI:
DEI Fundamentals
Inclusive leadership
Unconscious Bias
Cultural Agility
Inclusive Language
Allyship

Growth Mindset: 
An Athlete's Mindset
Becoming Your Best Ambassador

Previous clients: UBS, ManpowerGroup, BioRad, Native Union, UK Cabinet, Michael Page, DASh...

Motivational Speaker & Author: DEI & growth mindset

🎙Public Speaking: I create customized presentations and workshops for organizations and events. My content leverages my 15-year corporate experience (Apple, Estée Lauder) as well as my personal experience as a triathlete and an author. 

🎓 Topics:

- Cultural agility as a competitive advantage in the workplace

- Inclusive leadership: mindset, behavior and processes

- Inclusive language as a catalyst for inclusion 

- An athlete's mindset: mental frameworks to get results 
  
- Thriving as a woman in the workplace

- Maximizing your influence with a personal brand

Languages available: English, Spanish, French, Italian & Portuguese

Action precedes clarity. 

I used to think I needed clarity to get started.

The result was overthinking and analysis paralysis.

Inaction.

But it’s the other way around:

Clarity doesn’t come from thinking.

It comes from doing and taking action - and running!

Goodbye, Spain, hello Hong Kong (and jetlag)

International Keynote Speaker: Inclusive Leadership, DEI, Cultural Agility and Growth Mindset | Penguin Author | Triathlete (Ironman) | 6 languages | CEM (Chief Executive Mom)

I only started speaking in public at 41 and this is what I found out:

You are not unskilled.

You just haven’t practiced long enough.

A language, writing, AI, a musical instrument, crypto…

Speaking in public. 

Work on it for 6 months.

Make it part of your lifestyle. 

And you’ll prove yourself wrong. 

Skilled = unskilled + practice + time

---------------------------

Hi, I'm Veronica, and I help global organizations build high-performance, inclusive teams. 

Check out my work for Fortune 500 on my website. 

If you're looking for a keynote speaker/ leadership training, let's chat 📩

Woman speaking on a mic  in a panel and smiling

2 months ago, I did my first book launch in India, ever. 

And it was a humbling experience.

Traveling to a new country, meeting international bestsellers, talking to the press, moderating sessions, doing a book reading, signing copies...

For someone who spent 15 years in the corporate world, it feels like a new life.

And it is. 

I only published my first book at 42, and 5 books later, I'm only getting started here and I'm not putting the pen down anytime soon. 

If you have a dream you've been putting off for a while, perhaps it's time to take the dust off and make it happen. 

I wrote The Anti-Procrastinator to empower people to take a shot. 

Even if you miss it, you will get much closer.  

And I want to lead by example. 

The Anti-Procrastinator 🎯
Penguin Random House 🐧
Now on paperback 📙
Next book launch: Singapore, 24 May 2025 🇸🇬

Can't wait to join forces with my fellow author Chuen Chuen Yeo 杨荃荃

Celebrating small wins from Sydney!

This weekend I ran a half marathon and launched my new course for writers and creators who want to grow a community and monetize their creativity.

It's just sold its 10th copy! 

10 doesn't sound like a lot.

In fact many people would hide it. 

Feel embarrassed about such a small number. 

But remember that we all start with one little step.

Whether it's a marathon, a book or a new project.

Celebrating the small wins keeps you humble and hungry.

PS: there's a reason top authors (James Patterson, Elizabeth Grey), solopreneurs (Justin Welsh) and creators (Dan Koe, Tim Denning, Cole) are on SS...check it out! 👇🏽

https://lnkd.in/gX3dpVED

Woman in race gear in front of the Opera House

Picture of a book with 2 reviews and an orange cover. 

If you are feeling invisible here, read this. 

2.5 years ago I started writing from scratch in Australia.

No experience, zero audience, no background. 

Today it's become a growing business with multiple pillars:

- 4 books (just launched The Anti-Procrastinator with Penguin)

- Public speaking: last week I delivered a keynote for a major bank in Sydney

- Coaching: I coach people who want to write, public books and build a business online. 

But the key behind this has been growing MY COMMUNITY.

Today I have 11,000 people who read my work.

I don't rely on algorithms or platforms.

I distribute my work on my terms and build a journey for those who want to come along.

It generates 20K+ US$ on subscriptions alone without spending 1$ on paid ads.

I just launched a course to help others grow their community and build a business through Sub Stack.

Because your work deserves to be seen ❤️

https://lnkd.in/gX3dpVED

PS: morning run from the Gold Coast 🇦🇺

Public speaking: From Hong Kong to Sydney! 

I recently hosted a keynote in Hong Kong for a major bank on the topic of Inclusive Language.

It was quite intimidating: being on stage with 100+ participants from Asia, Pacific, Europe and Middle East both in person and online.

I always get a bit nervous before going on stage.

Doubts and insecurities creep in.

Do you know that feeling? 

But then I take a deep breath and remember why I’m on stage in the first place.

And it’s not about me.

It’s about the impact.

It’s about the audience. 

It’s about using your voice to make a positive change, however small.

And that is what I call OPPORTUNITY.

Next week I’ll fly to Sydney to deliver a session for the same bank, this time, on the topic of ALLYSHIP.

I’d be lying if I told you that I’m not nervous.

But I'd also be lying if I told you that I’m not excited and over the moon.

Remember: courage is on the other side of fear. 

-------------------

I’m Veronica and I work with global organizations to help build inclusive, high-performing teams through keynotes and workshops.
 
Some of my topics are inclusive language, cultural agility, allyship and an athlete's mindset.  

Looking for a speaker for your next event? 

You can check my previous work on my website or send me a DM 📩

Woman speaking on a stage with a white dress 

Woman sitting with a mic on a stage with another panelist. 

My first trip to Australia as a speaker and a special launch! 🇦🇺

I just arrived in Sydney to give a public speaking session at a bank.

But today is special X2 because I just launched my first digital course in 2025...

A Substack Masterclass for creators and solopreneurs who want to launch a newsletter, grow their community and monetize their creativity with multiple income streams. 

In the past year, The Lemon Tree Mindset 🌳🍋 has grown to 10,000 subscribers and generated 20K+ US$. 

It's become a community.

*My community* - independent of algorithms and platforms, where I connect with my people with articles, webinars, group chats, and coaching.

I love turning my passion into my lifestyle and my vision is to help others do the same.

If that sounds like you, let's get you started today.

Check out my Masterclass with 15 modules, videos and action steps👇🏽

PS: mandatory sunrise run to see the Opera House 😎

https://lnkd.in/gT-JgmNg.

Woman in sports gear in front of the Opera House in sydney.

There's a science to presenting in public.

To remain calm in front of an audience...even when the tech fails. 

Turn anxiety into excitement.

To feel in control and own the room. 

It all has to do with your mindset: the story you tell yourself.

And it all starts with a good routine: 

This is mine: 

✔️ A good night's sleep (even though it’s hard the night before!)

✔️ Run or exercise before without music to focus and have a clear head. 

✔️ Eat your favorite meal (yes, I ate it all 😉)

✔️ A deep breathing routine to reduce stress and cortisol levels

✔️ Visualization technique: arrive early to "feel the space" and visualize yourself in it.

✔️ Smile: even if it's to the mirror to create positive energy. 

✔️ Positive self-talk: focus on the things you can control and relax over the ones you can't. 

“I’m here to give my 100%.”

My keynote in Sydney last week on ALLYSHIP.

What does a good routine look like to you? 

-------------

I’m Veronica and I work with global organizations to help build inclusive, high-performing teams through keynotes and workshops.
 
Looking for a speaker for your next event?

You can check my work on my website or send me a DM 📩

Woman running in Sydney in front of teh Opera House

Productivity is not always about doing more.

It's about saying no to the things that drain you so that you can say yes to the things that lift you up:

✔️ Reading a book and forgetting about time. 

✔️ Taking a long lunch break in the middle of the day. 

✔️ Going for a long run in the rain to clear your mind and your soul.

It's creating a lifestyle you don't want to retire from. 

That’s exactly what my new book, The Anti-Procrastinator is about. 

A reminder that you have everything in you to lift your anchors and sail in life. 

Because the grass is greener where you water it - smartly. 

Flying Down Under tomorrow to host a keynote and run the Sydney Half Marathon! 🇦🇺

Book cover of The Anti-Procrastinator with a pink post-it

Screenshot of a Strava run showing a map and a 17k run in Hong Kong.

If you could meet a LinkedIn connection to meet IRL, who would you pick?

Meeting my LinkedIn buddies in Sydney! 

So cool to have the opportunity to meet other writers IRL and have a REAL COFFEE.

We talked about strategies for writers and creators, how to pitch to publishers, creating a digital ecosystem and collaboration.

And of course, we exchanged books and signed copies - as we do 😎

Have you ever met an overseas LinkedIn connection in real life?
🤝
That‘s what I felt when I met Hong Kong based author and keynote speaker Veronica Llorca-Smith in Sydney yesterday.

As a published author on a trip to Sydney it was obvious to meet her at the cafe of Dymocks Books as the 66th guest of my #42coffees series meeting interesting experts of my network.

Veronica is one of the admired writers I know from the Substack platform - the next big thing combining #socialmedia, #emailmarketing and newsletter platform all in one.

A place where people love to write and read against the trend of short-term fame and virality without sustainability.

This is what I learned from our discussion - also witnessed by Sal Gallaher (coffee episode 62) on this first ever #substacksalon meeting:

1. The main gain at a launch event or book reading are the connections with readers in real life.

2. Even as a published author with multiple books and high visibility we shall remain humble and curious to learn from fellow writers.

3. Virtual meetings are good to learn from each other and great to build trust while face to face elevates relationships further.

4. Veronica is the best proof that it is indeed possible to turn a passion of writing into a profitable full time business.

What is your best story of meeting someone in real life you only knew online?

No alternative text description for this image

Cultural agility is not a 'nice to have' in leadership.

It’s a MUST.

Because diversity alone doesn't mean inclusion.

It requires the MINDSET: empathy, curiosity, self-awareness, humility...

And the ACTION.

My signature CULTURE FRAMEWORK helps leaders and teams develop cultural competence:

CULTURE 👇🏽

C…Connect with people from different backgrounds. 

U…Unlearn prejudices and biases by removing your cultural lens.

L…Listen actively. 

T…Think different and broaden your perspective.

U…Understand different viewpoints. 

R…Reframe your thoughts and language.

E…Educate yourself and others.

This simple model is easy to understand, execute, and replicate.

PD: May 21 is the World Day for Cultural Diversity.

Ready to celebrate? 

If you'd like to book a workshop/ keynote on cultural agility, let's have a chat 📩

For a session in person, here are my dates around APAC:

1-6 May: Sydney 🇦🇺

14-23 May: Hong Kong 🇭🇰

24-27 May: Singapore 🇸🇬

Repost if you found this useful ♻️

Woman with a white jacket next to any acronym for culture 

Last week I hosted a session on Allyship for UBS Australia and New Zealand in Sydney. 

We focused on the power of effective allyship as a catalyst for inclusion and belonging in the workplace.

Organizations that fully embrace inclusion and allyship thrive:

Employees are 50% less likely to leave and
56% more likely to enhance their performance.

However, we often face obstacles that hold us back:

Fear of offending
Feeling awkward
Avoiding conflict
Lacking authority

Through group discussion and case scenarios, we discussed the mindset and strategies for becoming an effective ally to all. 

Last, we unwrapped the ALLYSHIP framework with examples, actionable steps and best practices:

A: Advocate
L: Listen Actively
L: Learn
Y: Yield

Allyship is not a destination: it’s a journey that starts with curiosity, empathy and humility. 

Thank you to UBS for inviting me to host another event!

If you'd like to know more about my keynotes and workships on leadership, send me a DM or visit my website👇🏽

Woman presenting in a conference with participants. 

I’m launching my new book in Singapore with the world’s top publisher next week 🇸🇬

The secret: I never stopped.

Trying
Writing
Learning
Believing 

You can’t lose if you keep going, right? 

Join me and my impressive moderator, Bestseller Author and LinkedIn Top Voice in Singapore Chuen Chuen Yeo 杨荃荃 for a fun evening:

🔥 Introduction of The Anti-Procrastinator
💡 Q&A about...how to not procrastinate
📚 Book signing from both authors
📸 Mandatory selfies 😉
🫶🏻 Networking with writers, creators and entrepreneurs 

1 event, 2 authors and the vibrant creative community of Singapore. 

Check out the event and RSVP to book your seat👇🏽

Penguin Random House SEA

Flyer of the event with 2 authors and 2 books

Join my book launch in Singapore with Penguin Random House SEA 🇸🇬

The Anti-Procrastinator🔥

Bestselling author Chuen Chuen Yeo, 杨荃荃, (Leaders People Love) will be my moderator in this fun session where we will:

✔️ Unwrap the science behind anti-procrastination 

✔️ Have a Q&A 

✔️ Host a book signing: one event, two authors! 

✔️ Take selfies and mingle 😉

Ready to beat the procrastination monkey?

Check it out 👇🏽

Billy Naveed, Jose Manuel Lopez-Arenas and 23 other attendees

View event: Book Launch in Singapore: The Anti-Procrastinator 

Book Launch in Singapore: The Anti-Procrastinator 

Yesterday I signed the first copy of my new book in Australia.

It was for fellow author Gunnar Habitz in a cozy café in downtown Sydney.

Because writing is also about people, connection and good coffee.

Check out The Anti-Procrastinator👇🏽

Reading in a café with a good flat white is my favourite way to start the weekend.
☕️
Thanks Veronica Llorca-Smith for all you do  to support the writing community on Medium and Substack - and kindly signing „The Anti-Procrastinator“ 🙏

First quotes I found from this book:

1. Productivity is „not about programming a human to perform like machine… but pausing to understand yourself first.“

2. „Self-awareness is the most important skill for unlocking personal growth.“

3. „It‘s critical to bring out the best IN you in order to create the best OF you.“

Full review with interview to follow in my LinkedIn newsletter, „Learn From Books“.

Where do you enjoy reading books?

PS: I enjoyed cafe and croissant in the autumn sun at Cafe Piato in Sydney‘s relaxing suburb Lavender Bay 🇦🇺

Sydney Half Marathon: Behind the scenes!

Yesterday I raced in one of my favorite cities in the world.

The skies were blue, the conditions were perfect and 25,000 runners showed up to give it all.

I was one of them.

And while I was smoked by many fit Aussies in their 60s, I'm proud of my 1h46 time and my finisher medal.

Because this is your journey and you can only compare yourself against yourself. 

Your race, your pace.

Woman in racing gear in front of the Opera House in Sydney

Sydney Half Marathon: a big medal and a bigger smile.

When I launched my business, my vision was to build it around my lifestyle and the things I love doing.

Money is important but running, traveling and quality time with family and friends are pretty high on my list too. 

The picture of “success” looks different for everyone and it’s up to you to fill it with your favorite colors - one step at a time.

These are mine ❤️💙🤍

PS: I was smoked by some fit Aussies in their sixties but I’m stoked with my 1h46!

Ready to turn your passion into your lifestyle with your passion for writing and speaking? Let's chat 😉

Woman in sports gear with a medal after a race with a backgrop of Sydney in the background

I don’t run a "6-figure business working 4 hours a day." 

I run a business that gives me the LIFESTYLE I want. 

I’m just leaving Australia after 2 packed weeks.

Delivering a keynote for a client in Sydney.

Launching my first digital course ever for writers who want their work to be seen and valued. 

Finishing the half-marathon I always wanted to run.

Hosting coaching calls remotely.

Catching up with great friends, visiting family on the Gold Coast and celebrating Mother’s Day in beautiful Australia. 

I never thought building a business around my lifestyle was possible. 

Until I started to believe it was.

And here we are!

If this sounds like you, let's chat. 

Next stop Singapore for my book launch with Penguin Random House!

Taplio

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