Jose Martinez — Chief Data Officer, Coca-Cola FEMSA
Published:
Are you looking at the data as a whole, or are you looking at the data as a single, in a single domain? How you interconnect the data. So… are you able to find patterns between one domain, let’s say operations and financial? Do you see the difference? Do you see the correlation? Do you see where they are getting mixed? That’s where you get the competitive advantage. If you are able to see that, and it’s not just the tools, it’s also the mindset.
What does Jose Martinez say on The Agile Brand with Greg Kihlström?
Jose Martinez, Chief Data Officer, Coca-Cola FEMSA, says: Greg Kihlström interviews Jose Martinez, Chief Data Officer at Coca-Cola FEMSA, about building enterprise data foundations to enable AI. Martinez emphasizes connecting cross-domain data for competitive advantage, the existential risk of poor data quality in AI systems, and reframing governance as a business value proposition to gain board-level support. The conversation centers on practical governance, cultural change, and continuous improvement to turn large, messy data into reliable, actionable intelligence.
From: The Agile Brand with Greg Kihlström
Cite as: Jose Martinez. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jose-martinez-are-you-looking-at-the-data-as-a-whole-or-are-you-looking-a