As the Global Creative Partnerships & Inclusive Marketing Director at Reckitt, Efrain Ayala sits at the intersection of creative effectiveness, cultural change, and strategic collaboration. For nearly two decades, Efrain has empowered global brands and their agency networks to turn creativity into a distinct competitive edge. By dismantling performative "window dressing," they champion authentic, evidence-based equity that drives bottom-line impact. This vision is realized through acclaimed, culturally resonant programs like Nurofen’s See My Pain, which recently earned Nurofen the Grand Effie UK. A WFA Ambassador, Cannes Glass Lion juror, and IPA iList judge, Efrain continually redefines the commercial power of partnership and inclusive creativity.