About MARTECHFY
Business ambition with an operator’s discipline.
MARTECHFY sits at the intersection of enterprise transformation, customer operations, digital product and venture building. The goal is not to accumulate tools. It is to create businesses and systems that can understand sooner, adapt safely, scale and remain owned.
Founder & CEO
Iván Minaya
Turning Technology Waves into Business Growth | Enterprise Transformation Executive | Building Teams that Scale | AI, CRM, Automation & Customer Experience | ex-McKinsey | ex-Stellantis
I’m an enterprise transformation executive and entrepreneur with more than two decades of experience turning successive technology waves into measurable business growth. I have worked across 53 countries and more than 40 markets, leading transformation across customer experience, CRM, commercial operations, digital platforms, automation and AI.
Drawing on my experience in global consulting and industry—including McKinsey and Stellantis—I have built and scaled multidisciplinary teams, transformed complex operating models and connected strategy with hands-on execution. Through MARTECHFY, I bring these capabilities together to build new ventures and help organisations turn ambition into scalable, independently owned and commercially sustainable businesses.
Connect with me
Transformational waves I have lived through and helped shape
Internet
Connected business
Mobile
Always-on customers
Cloud
Scalable platforms
AI
Intelligent growth
Ownership first
Code, data, documentation and operating knowledge must remain portable and separable.
Evidence before assumptions
Signals are structured with AI, challenged by critical thinking and traced before they become decisions.
Readiness before acceleration
Teams, decision rights, adoption, data, architecture, security and governance are prepared before scale.
Speed without fragility
We move quickly without sacrificing code quality, security or architectural integrity.
Documentation by default
Decisions, dependencies, operating knowledge and technical boundaries are documented as part of the product.
Adaptability by design
Systems are structured to scale, evolve or replace components without rebuilding the business around one dependency.