Marta Garcia

Marta García has over a decade of experience at HEINEKEN, where she has led the global evolution of marketing, creativity, and transformation. An economist from the Comillas Pontifical University and with executive training from IESE and Francisco de Vitoria University, she has driven key initiatives such as the "Creative Ladder," a tool she created with Ken Robertson to evaluate advertising effectiveness with a common language between brands and agencies. From global roles and as Marketing Director at HEINEKEN Spain, she has promoted equity and female leadership, especially in sales and digital marketing. Recognized for strengthening collaboration with agencies as strategic partners, she has left a profound mark on the company's creative culture. She also collaborates with the Association of Strategic Planners, mentors young people at ICADE, participates in IESE, and is currently training as a coach.