Spain

Business Transformation

UX Design

Design Operations

Service Design

Customer Experience (CX)

Program Management

UX Research

Service Design Research

Martin Beitia

Entrepreneurial Leadership & Innovation

Product strategy

Prototyping

Qualitative research

Communication

Collaboration

Problem-solving

Critical-thinking

Team player

Stakeholder management

Leadership

Negotiation

Budget management

Market research

User research

Typeform

Airtable

ChatGPT

Miro

Notion

PowerBI

Mural

Leading the Iberia Innovation, Design & Research area within the Innovation & Transformation Direction, my responsibilities include:

- Leadership of service design, product design, innovation, research and development teams.
- Accountable for the Iberia Design Method promotion to foster a design and customer-oriented culture within the organization.
- Design, implementation & product management of new products and services for our customers and operations (turnaround management, disruption management, identity, baggage delivery services, digital pre-order and food pre-selection, stopover, wine club, pairings and shift management, carbon offsetting program…). More than 60 projects delivered in 1.5 years.
- Launch of the Iberia Research Hub to foster design research practices and real-time feedback gathering while promoting transversal knowledge exchange. Research growth of 300%, with an average of 1.5 research reports per week for two years to enable human-centered decision-making in various areas such as CX, Ops, Loyalty, Sustainability, Brand or Corporate Sales. 9,6/10 average satisfaction.
- In charge of IAG Hangar 51 Startup Accelerator and the Open Innovation initiatives with startups in Iberia. Implemented various initiatives in VR, video analytics, predictive models, baggage biometrics, knowledge management tools, e-commerce, NFTs, and emission reduction... More than 30 trials implemented in 2 years.
- Co-lead the implementation of Iberia new Transformation Plan: Iberia Next Chapter.
- In charge of leading the intergenerational chapter of IB diversity and inclusion plan.
- Organization of Iberia Leadership Day (top 100 & top 500).
- Launched new strategic partnerships such as #PatioCampus and #All4Zero.
- Obtained UNE 166002 RD&I Management Systems Certification and UNE 166006 R&D&i management: Monitoring and intelligence system.

Service Designer developing transformation projects for Iberia with the objective of generating new revenue streams, reducing costs, and improving both customer and employee experiences. I'm also leading the Disruptive & Open Innovation discipline at Iberia. Part of the Transformation area, my responsibilities include:

- Lead the design practice to transform Iberia into a design driven company, supporting the organization's employees with the creation and implementation of the Iberia design method.
- Generate various POVs to help Iberia MC take strategic decisions.
- Lead open innovation and startup collaboration initiatives. I was main point of contact in Iberia for the Hangar 51 accelerator program.
- Act as the PO for several products and services. 
- Definition of the strategic vision and provide the design POV for a transversal payment transformation project.
- Design of a B2B initiative to redefine Iberia's value proposition and relationship with corporates through digital.
- Support of IB core businesses during the COVID-19 pandemic, to ensure the highest standards of safety to customers (disinfection, testing...) as well as launching innovative health credential platforms such as Verifly, Aircheck or IATA Travel Pass.
- Develop a strategic sales transformation project, enabling Iberia salesforce to understand what sales excellence looks like, and help them become the best version of themselves.
- Design the digital experience for IB premium lounges at Madrid Airport.
- Support the organization of Iberia Leadership Days every year.

Senior Business & Design Strategist helping companies grow and transform, designing disruptive products, services and experiences that matter to people.

My goal at Propelland is to bring passion and curiosity to lead the team to the next level with fresh ideas and diverse knowledge, in order to design new business and service models that create real value both for users and clients focusing on user experience strategy, with the ultimate goal to impact the society in a positive way.

- Product, services and experience design. (Research, Strategy, Conceptualization, UX design, Prototyping, Business Planning, Pilot launch, Road to market strategy, Product Management)
- Led teams in projects, cross selling and up selling new phases to keep adding value to our clients.
- Mentoring new propellers to transmit the mission, vision, and values. Focused on improving the team performance and propeller spirit.
- Helped to launch of internal initiatives such as Propel U, Propel.org, 360 Propeller review model, Innovation Playbook.
- Contributed to business development, recruiting and spanish studio ops.
- Faced the incredible growth from 4 people in Spain and 15 worldwide, to over 12 people in Spain and more than 45 professionals across the studios.
- Experience in projects related to the future of education, home experience, leisure, banking, retail, energy, and transportation.
- Collaborated with the three studios while working in several markets such as Spain, Belgium, UK, USA, Mexico & France.

Clients include Pernod Ricard, Walmart, Cosentino, Naturgy (Gas Natural Fenosa), Hello Bank (BNP Paribas), Repsol, Santander, Mapfre, Endesa, BBVA, Telefónica & Coca-Cola.

Led the definition of the initial strategy, the values, the digital ecosystem, the development of the first partnerships and the market implementation. 

#izanezberdin which means #bedifferent in Basque, is a cultural, educational and leisure program by Kutxa Fundazioa —the foundation of Kutxabank, main financial institution of the Basque Country, Spain— that aims to activate the youth from the region. It is a program that collaborates with the main cultural agents of the territory in order to create new spaces where youngsters can connect with each other, learn and explore new experiences.

#izanezberdin has grown a lot in the last years and have had great impact, with over 20.000 participants in their different and more than 100 activities.

Kibber is the company I created within Mondragon Team Academy. We worked in different projects related to education, music management, human centered innovation, event management,  intrapreneurship, youth programs and digital businesses in countries like China, India, USA or Finland.

I had the great opportunity to lead the team first as the Financial Leader and then as CEO.

Clients include as Euskaltel, Renfe, Mondragon Corporation, Kutxa Fundazioa, LKS, Real Unión, Ayuntamiento San Sebastian, Kangaroo Kids, Koregaon Plaza, Pernod Ricard, Pacharán Barañano, Ayuntamiento de Irún and Basque Government.

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