With over 10 years of experience within the company, Marta García has held a range of international leadership roles across HEINEKEN. Today, she is one of the key drivers behind the company’s global vision for marketing, creativity, and transformation.

Marta holds a degree in Economics and Business Administration from Universidad Pontificia Comillas. She has completed the General Management Program (PDD) at IESE Business School and the Leadership Development Program (PDL) at Universidad Francisco de Vitoria.

Prior to her current role, Marta served as Global Director of Data, Media and Marketing Transformation, where she led the evolution of the organization’s global capabilities, strengthening its strategic focus on creativity and advertising effectiveness.

One of her key contributions includes the implementation of the ‘Creative Ladder,’ an innovative framework designed to establish a common language for evaluating advertising creativity. Together with industry leaders such as Ken Robertson, Marta led the development of this structured approach, which is now widely used by brands and agencies to assess creative effectiveness in a more objective and collaborative way.

She has also championed strong, long-term partnerships with agencies, positioning them as strategic partners rather than suppliers, and has demonstrated a remarkable ability to lead global, multicultural teams. Her vision and leadership have had a lasting impact on HEINEKEN’s creative culture and on how the company approaches advertising worldwide.

As Marketing Director at HEINEKEN Spain, she drove the development of the company’s first female brewmasters and actively supported the intentional growth of female talent in traditionally male-dominated areas such as trade marketing and sales. In her global transformation role, she further advanced female leadership across Asia and Africa, launched the company’s first leadership program for media and digital professionals, and designed career development frameworks to ensure equal opportunities and work-life balance.

Marta is a member of the Spanish Strategic Planning Association, where she contributes to talent development. She mentors university students at ICADE (Universidad Pontificia Comillas), participates annually as a guest speaker at IESE Business School to inspire teams on brand experience, and is currently training as a coach.