Lime Hires Seasoned Global Consumer Brand Strategist Paloma Castro Martinez as Head of Communications for Global Launches and Expansion

SAN FRANCISCO, Nov. 14, 2018 /PRNewswire/ -- Today, Lime is excited to officially announce the hiring of global consumer brand strategist Paloma Castro Martinez, who recently joined the company as the Head of Communications for Lime's global launches and expansion team.

In her previous role, Paloma served as Global Director of Corporate Affairs for LVMH (Louis Vuitton Moet Hennessy), the world's leading luxury goods conglomerate headquartered in Paris.  Paloma oversaw the group's 70 portfolio companies on public policy initiatives, designed and executed several brand, crisis management, and sustainability initiatives. Some of the brands include: Dior, Fendi, Bulgari, Celine, and Givenchy to name a few. During her tenure at LVHM, she successfully transformed the holding company's image from a financial holding into a culture and heritage powerhouse.

In addition, while serving as Head of Regulatory and Public Affairs at McDonalds Europe, Paloma was instrumental in creating important regulatory practices from scratch, in a time of major upheaval at the company, with the release of Supersize Me, a now cult-classic documentary that chronicled a man's journey of eating McDonalds meals for 30 days straight. Unfazed by the controversies surrounding the company, she led the charge in the development of Guideline Daily Amounts, non-color coded labeling and other crucial health initiatives that quickly became a worldwide food industry standard.

"Paloma's unique eye for brand and connecting the urban lifestyle is instrumental as Lime continues to expand its global footprint," says Toby Sun, Lime CEO and co-founder. "Similar to the approach of top consumer companies, Lime wants to work with a brand and communications expert from outside of Silicon Valley, who can bring a new and refreshing perspective to building a global brand. She's a perfect match for us, and we are honored and excited to have her on board."

"I am excited to bring my decades of experience in storytelling to help people to rediscover their cities with Lime," says Paloma Castro. "Lime is introducing a new lifestyle through urban mobility and allowing people to re-discover the cities they live. This is about empowerment through urban mobility."

Since joining Lime, Paloma has already introduced Lime to unique opportunities like with French Fashion Federation for Paris Fashion Week and with sustainability fashion designer, Stella McCartney. She recently helped Lime to form an exclusive partnership with Closca, a Spanish foldable helmet company, to provide the fashionable helmets as part of Lime's ongoing rider education campaign.

Lime is following the footsteps of many Silicon Valley companies now looking at top talents from Europe. Facebook, Google, to name a few.

Paloma is a corporate lawyer, with a postgraduate degree in urban planning and environmental management. She holds a master's degree on macro-economics from the French Ministry of Finance. She will be based in Europe, Lime's Paris office.

About Lime

Lime is revolutionizing mobility in cities and campuses by empowering residents with a greener, more efficient, and affordable transportation option that also improves urban sustainability. By partnering with local key stakeholders and systematically deploying a fleet of smart-bikes that are enabled with GPS, wireless technology, and self-activating locks, Lime will dramatically improve urban mobility by making the first and last mile faster, cheaper, and healthier for riders.

Since launching in June 2017, the company has expanded internationally to Europe, and deployed electric scooters, electric-assist bikes, and multiple models of their standard pedal bike. Lime is currently in over 120 markets, 10 countries, and across 4 continents. Lime has already garnered more than 17M rides today.

For more info on Lime, you can visit our FAQ here; you can also refer to the full list of cities Lime serves here. You can find Lime-S photos here, our b-roll here, and our full media kit here.

SOURCE Lime

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