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Hugo Martins

CEO – Salsa Jeans

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Hugo Martins is CEO of Salsa Jeans, leading the Portuguese denim brand's growth and international expansion. With more than 20 years of experience in strategy, digital transformation and international retail, he has built his career across consulting, private equity and executive leadership roles. Since joining Salsa Jeans in 2019, first as Chief Digital Officer and later as CEO, Hugo has focused on strengthening the brand's product, customer experience and digital capabilities. Before joining Salsa Jeans, he held several leadership roles at Sonae across strategic planning, mergers and acquisitions, international business development, fashion and digital innovation. Hugo brings a strategic and practical perspective on how established retail brands can evolve in a rapidly changing consumer landscape, using digital transformation, innovation and customer-centric experiences to drive sustainable growth, strengthen international competitiveness and build distinctive global brands.