Arca Continental [BMV: AC]

Denise Martinez grew up between Mexico and the U.S. and discovered her passion for HR after ten years managing a health club, seizing an opportunity with Coca-Cola. Fluent in Spanish and English, she has spent 25 years driving global HR strategy, fostering people-centric cultures and excelling as a transformative generalist leader.

Through this interview, Martinez highlights the importance of placing people at the center of business strategy, fostering a culture of respect and engagement and leveraging HR as a strategic partner to drive organizational success.

Empowering People to Drive Lasting Organizational Success

The most significant challenges, whether in the U.S. or across multiple countries where we operate, stem from rapid changes in generations, the environment and the economy. These changes are occurring much faster than 10 or 15 years ago, requiring constant adaptation.

At the same time, it is important to remain realistic. Artificial intelligence and digitalization will not replace the need for human effort. With a workforce of 70,000 employees, people remain essential to delivering results.

My primary challenge, which I welcome, is ensuring we remain an employer of choice, attracting top talent and retaining our employees. When I joined this team four years ago, the focus was clear: it’s all about people. We began prioritizing culture and how employees are treated. Competitive wages, benefits and training are standard, but the real differentiator lies in how employees feel within the organization.

Approximately a year and a half ago, we introduced a new slogan and training program for all 70,000 employees: “With Respect, We All Win.” It emphasizes the fundamental principles of treating employees with respect, valuing them, recognizing achievements, listening to their perspectives and compensating them fairly.

By focusing on people, even during the Great Resignation, our operations across multiple countries continued to experience reduced turnover. Sustaining this remains a challenge, given the demanding nature of our work and the evolving expectations of our workforce. However, by treating employees well, offering fair compensation and providing opportunities for growth and development, we have maintained our success.

The Human Edge in a Digital Future

I do not believe remote work will remain a permanent model. We are already seeing many companies bringing employees back to the office full-time. Remote work served a purpose, and people appreciated it. However, it is unlikely to persist in the long term.

In our company, we returned to full-time, in-office work early to ensure that the culture we were building could be sustained. Alternating between remote and in-office arrangements would have made it difficult to establish a consistent and lasting culture.

Digitalization and artificial intelligence present significant opportunities, and I have the utmost respect for them. These technologies can be applied effectively in areas such as sales and production, helping us simplify tasks, enhance decision-making and allow people to focus on what truly matters. Over the past few years, technology has transformed many aspects of our work and it will continue to create new opportunities to elevate human potential.

Artificial intelligence and digitalization will not replace the need for human effort. With a workforce of 70,000 employees, people remain essential to delivering results.

Keeping Employees Inspired in a Changing Workplace

Engagement will remain one of the top priorities for organizations. While discussions around artificial intelligence or change management are increasing, long-term success still depends on our ability to understand what motivates people and how different generations view work.

A key challenge will be finding creative ways to keep employees happy, which is no easy task. Understanding what each generation expects and what they no longer value can reveal a great deal. Even a quick search using ChatGPT shows how quickly perspectives evolve. The next major shift for companies will involve continuously adapting to ensure employees remain satisfied, motivated and inspired to contribute their best.

The Evolving Role of HR Leadership

In the past, HR was largely transactional, focused on payroll, employee data and hiring or firing. Today, HR has a real seat at the table. In a company of 70,000 employees, HR is highly respected and sought after for input on key decisions. With that influence comes responsibility. To be effective in this role, we must be open-minded and strategic, helping the business achieve its goals while ensuring our actions are defensible and aligned with doing the right thing.

That responsibility translates into the daily challenge of supporting business clients creatively and strategically, helping them get what they need while staying within the law and adhering to rules, guidelines and policies. It requires thoughtfulness, resourcefulness and careful judgment.

HR professionals sometimes struggle with balancing compliance and care. While compliance is essential, flexibility is possible when it benefits both the employee and the company. Our role is to find those win-win solutions, always guided by fairness, empathy and integrity.