Francisco Martinez

Francisco Martinez is a seasoned executive with extensive experience in commercial and marketing leadership across multiple industries. Currently serving as the Comercial Director at Grupo Lala since February 2021, Francisco previously held the position of General Manager at Grupo ALZA & TecniSpice, where significant improvements in EBITDA and sales were achieved during 2018 and 2019. Francisco also has a strong marketing background with roles such as Director de Mercadeo Corporativo para Centroamérica at Industrias Licoreras de Guatemala, where notable sales increases were recorded for key brands. As General Manager and Co-Founder of Fortitude S.A., Francisco focused on consultancy and product distribution. Prior roles include General Manager for Central America & Caribbean at Henkel, Marketing Director positions at RB and The Clorox Company, and Brand Manager at Procter & Gamble, where impressive growth rates and strategic marketing initiatives were delivered. Francisco holds an MBA from Texas A&M University and a Chemical Engineering degree from Universidad del Valle de Guatemala.