Carmen Ponce has spent the majority of her career in the beer sector, first at Guinness and then at HEINEKEN Spain for over 20 years, first as the Marketing Manager for the alcohol-free portfolio and, later, for the brand Cruzcampo.

She was then appointed as the manager of Competitive Intelligence and Strategic Project Development at HEINEKEN. In 2017, she started up its Digital Office and, subsequently, the Transformation Office, with the mission of designing and accelerating the company’s digital schedule and transformation.