Carlos Martín Álvarez

Currently working as Head of Digital RTM and as Adjunct IE University Professor, Carlos Martín holds a wide experience in Marketing, Digital and Sales Strategy for more than 15 years’. After finishing his double Bachelor in Business Administration and Law in 2009, he has developed his career in top multinational FMCG companies, such as Procter & Gamble and Mahou San Miguel.

In 2016 he started the IE Executive MBA, and once finished, in 2017, he was awarded with the best student award of all the IE Executive programs 2017. After this experience and having always showed passion for Marketing and Teaching, in 2018 he started giving lessons as adjunct professor in IE University.

Corporate Experience

• MAHOU SAN MIGUEL: Currently responsible of the Digital Transformation Manager of the #1 beer company in Spain, he is leading the Digital Road-to-market Strategy definition of the Horeca channel. In the past he has also assumed positions in the past as Customer Marketing and e-commerce Manager, Brand Manager of Solán de Cabras and Shopper Marketing for the whole beer and water category, 2013 - Present

• PROCTER & GAMBLE: Carlos counts with +4 years of experience in the largest FMCG World Company, as Digital Marketing Manager for Spain & Portugal of brands such as Oral-B, Pringles, Fairy, Duracell or Braun, previously starting his career in Brand Management, 2009 - 2013

Academic Experience

• Adjunct Professor of Marketing Management, IE University. Bachelor in BA, since 2019

• Adjunct Professor of Marketing in Action, IE University Bachelor in BA, since 2019.

• Final Master Project (FMP) Coach at the Master in Global Digital Marketing IE Business School since 2018

• Adjunct Professor of Capstone (Final Master Project) Master in Management, IE University since 2022

• Adjunct Professor of Digital Marketing Plan. Executive MBA IE University since 2019

• Adjunct Professor of Digital Marketing, Social, Mobile and Analytics. Global MBA IE University 2018-2019. Invited Marketing Professor, Universidad Autónoma de Madrid, 2010 - 2013