Beatriz Martinez

Partner, Mexico

Bety joined brandgym in 2016 and specialises in creativity for brand solutions and innovation. Prior to joining, she gained 20+ years of marketing experience in multinational companies including Cadbury’s and Pepsico. She led brand strategy and innovation projects for Local, Regional and Global Brands.

Bety’s specific expertise includes market opportunity identification and then creating distinctive products and services to help brands stretch into new categories.

Bety has a Certificate in Creative Problem Solving, an MBA from IESE and is a visiting professor at ITAM. She is also speaker and panellist at corporate events.