Marta García has over 10 years of international leadership experience at HEINEKEN, where she drives global marketing, creativity and transformation. She holds a degree from Universidad Pontificia Comillas and completed executive programmes at IESE Business School and Universidad Francisco de Vitoria. Previously Global Director of Data, Media and Marketing Transformation, she strengthened global capabilities and strategic focus on creativity and effectiveness. She co-developed the “Creative Ladder” with LIONS Chief Content Officer Paul Kemp-Robertson, now widely used to assess creative impact. Marta has built strong agency partnerships and led global teams, while advancing women’s leadership and talent development. She is a member of the Spanish Strategic Planning Association, mentors at ICADE and speaks at IESE.