Jose Martinez — Chief Data Officer, Coca-Cola FEMSA
Published:
You need to be a little bit of a seller. A little bit of a marketing person… If you go to the board of directors and say, ‘Hey, I need this team to do governance,’ they will tell you, ‘What? Why? What’s that for?’… But if instead of saying that, you say, ‘Hey, I think we can decrease costs of usage of data. I think we can get faster information. I think we can get more information… With that information we can create more use cases like this, this, this, this, that can give us an increase of revenue, cost savings, and stuff like that.’ If you are thinking about that, you are adding the value to the data.
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-you-need-to-be-a-little-bit-of-a-seller-a-little-bit-of-a-m