Alfredo Martel is a C-suite leader experienced in various industries and stages of organizational development, reorganization and transition. He has a demonstrated ability to think strategically, appropriately balancing risks and rewards in complex environments. Alfredo has a personal passion to teach, coach and mentor others.
Most recently, Alfredo served as Chief of Marketing and Strategic Communications at the Walker Art Center, a world-renowned contemporary art institution. In 2016, he served as Chief Marketing Officer at Famous Dave’s of America helping clarify and define brand architecture.
Alfredo spent much of his career at Caribou Coffee (2008 – 2016). During this time, Alfredo and his team were instrumental in reinvigorating Caribou Coffee’s business performance through brand reinvention, focusing on costumer experience at every touchpoint. In 2008, Alfredo joined Caribou Coffee as Senior Vice President of Marketing and assumed responsibility for the company’s brand strategy. In 2010, he was promoted to Senior Vice President of Marketing and Product Management, having been appointed new responsibility for product innovation.
Alfredo was promoted to Chief Operating Officer – International in 2015, becoming responsible for all aspects of international franchisee network development, support and growth. He was instrumental in translating a Minnesota-based brand story and experience into international markets. During his tenure Caribou Coffee achieved +600% shareholder value growth.
Alfredo has a Bachelor of Science Degree in Communications from Cornell University, and a Master’s in Business Administration from Boston College.
He is the former Chairman of the Board for The Brand Lab, a non-profit diversity in marketing organization. He also served as board member of The Walker Art Center where he leads the Diversity, Equity and Inclusion task force.
Alfredo was born in San Juan, Puerto Rico. He is the son of Alfredo and Isabel Martel, exilées from Cuba. Alfredo is married to Sarah Murphy-Martel, Principal Consultant at MDA Leadership. The have four children, Tomie, Emi, Gabriel, and Maeve. He has competed at multiple USAT National Triathlon Championships, Ironman events, and enjoys playing guitar.