I began my marketing career with BACARDI Rum Company in Puerto Rico where I worked on several BACARDI brands. As Senior Brand Manager for BACARDI USA, I helped build and launched the Bacardi Silver business, a joint venture between Anheuser-Busch and Bacardi. I was also involved in the launch of many important brands of BACARDI, like Havana Club Rum. After spending 7 years in Bacardi, I decided to take a leap of faith and break ground in a completely different industry, the Hortifcultural industry. I spent a decade working as the Marketing Director for Costa Farms (the largest plant grower in North America).
While at Costa Farms, I spearheaded the development of branded programs such as O2 For You: Houseplants with a Purpose’ and Tropic Escape Blooming Tropicals. I worked closely with breeders and retailers to bring new plant genetics to the market. My expertise in market research, digital media, new product development, and promotional retail programs aided Costa Farms in becoming the industry’s leading marketing innovator. I developed successful trade marketing programs for customers such as Lowe’s, Walmart and Home Depot. As a result of these initiatives, Costa Farms' business and image became well recognized. For these achievements, I was selected to be part of Greenhouse Product News’ Class of 2017 40 Under 40 industry professionals. This award acknowledges individuals who are the movers and shakers of the horticulture industry and setting the pace for tomorrow.
After 10 wonderful years at Costa Farms, I decided to take a ‘bold’ floral-leap of faith and open my own company. In June 2017, Designer Cut Flowers was born. DCF is an importer of high-end cut flowers grown in Guatemala, Colombia and Holland. I’m currently in this entrepreneurial journey and it has been the hardest but most rewarding experience I’ve had in my journey. My business continues to evolve everyday and has pushed me to explore many areas I’ve never even considered. Today, the business has evolved into a consulting business for the horticultural industry. I’m currently working with a women-owned farm in Miami and I’m very excited to help propel this company to the next level.
I consider myself a strong advocate in growing the industry. I currently sit on the on the PMA Floral Council and is an invited member of the PMA Demand Creation Committee. Marta is also active on the Luxflora Board of Directors, designed to encourage and mentor women in the horticulture industry. In addition, she is an active board member of PMA’s Center from Growing Talent by PMA, an association designed to help attract, develop and retain talent for the floral and produce industry.
