Martina Comas

Vice President and Chief of Staff to the CEO Merlin Entertainments

Martina G. Comas currently serves as Vice-President and Chief of Staff at Merlin Entertainments, a PE Portfolio Company of Blackstone, CPPIB, and KIRKBI, the investment fund owned by the founders of LEGO Group. Merlin Entertainments is a global leader in branded entertainment operating entertainment attractions in over 20 countries worldwide, such as LEGOLAND Parks, The London Eye, SEA LIFE Aquariums, Madame Tussauds, Alton Towers Resort, among other branded entertainment destinations. Prior to joining Merlin, Martina has held leadership positions in retail and consumer goods, in B2B real-time 3D software company Unity, as well as having served as a consultant at BCG. She has a background in Strategy and Operations, with functional expertise in eCommerce and Digital. As Chief of Staff, she is currently taking on the role of interim VP of eCommerce and Digital Marketing at Merlin, leading over £875m in trading through the DTC eCommerce channel. Martina has an MBA from Harvard Business School, and a Bachelor of Commerce with a major in Finance from McGill University.

CONFERENCE DAY ONE: 14TH OCTOBER

11:30 AM DEBATE: CONSULTANTS VS. OPERATORS - ASSEMBLE THE ULTIMATE VALUE CREATION TEAM

In the high-stakes world of private equity, where speed, impact, and ROI define success, who should lead transformation - seasoned management consultants or dedicated in-house operators? Consultants bring structured playbooks, benchmarks and rapid diagnostics, but do they have enough skin in the game to drive lasting change? Transformation officers, deeply embedded in portfolio companies, offer hands-on execution, but can they move fast enough within the PE investment cycle? By examining the strengths and challenges of each approach, we’ll explore how to assemble the ideal team that drives transformation and delivers results. 

CONFERENCE DAY TWO: 15TH OCTOBER

10:00 AM THE (GENERATIVE) AI REALITY CHECK: THE BIG BET ON TECH - RISK VS. REWARD

Technology and AI are at the heart of transformation, but are they truly delivering on their promise? While automation and SaaS have driven efficiency and cost-cutting, their impact on long-term growth remains unproven. AI - once hailed as the ultimate game-changer - has yet to demonstrate significant ROI at scale. Should companies invest in AI and technology without clear, immediate EBITDA improvements? How do these debates unfold in the boardroom when leaders looking to make a business case for technology investments? Join this session to hear key decision-making factors:

·       Where is Gen AI delivering real ROI today—and where it’s falling short?

·       How do PE firms approach tech investments (ERP, data & other projects) across the holding cycle?

·       The rise of SaaS reduces Capex barriers - but does it truly unlock value creation?

·       With boards reluctant to approve tech spend without clear ROI, how to build a business case?

·       Should leaders push for bold tech bets, or is cautious investment the wiser play?

Check out the incredible speaker line-up to see who will be joining Martina.

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