Manuel Beltrán Joins Burns as Head of Social
Burns is bolstering its team with the hire of Manuel Beltrán as head of social. This appointment doesn't respond to a specific need within the company, but rather to a belief that has been developing for years: social media is not just a channel, it’s the place where brand culture is now being written.
Throughout his career, Manuel has worked with brands such as PUMA, Taco Bell, Moeve, L'OR, and Securitas Direct, developing a perspective that combines analysis with creativity, and the global with the local. This combination epitomises his way of thinking: understanding, being someone who understands systems, but has the instinct to know where the story is.
His arrival reinforces a commitment that Burns has been building for 18 years; understanding digital creativity not as execution, but as a territory from which to identify opportunities, build relevance, and generate real impact. Because today, if an idea doesn't know how to thrive on social media, it probably doesn't know how to thrive at all.
As Carla Alexander, managing director of Burns, explains:, “Social media is now the place where culture is written in real time. Where brands demonstrate what they are, not what they say. Manuel's addition allows us to work more deeply from that conviction.”
Raquel Serón, managing director of Burns, adds, “Manuel has a way of thinking that fits very well with where Burns is evolving: more connected to culture and with a clear ambition to build ideas that truly work in social media.”
“I was drawn to Burns because of its ambition and its way of working, very connected to both culture and business. It's a place where social media isn't just about execution, but a way of building impactful ideas, and that's what motivates me,” says Manuel Beltrán.
In his new role, Manuel will work across the strategy, creative, and social media teams. This reflects Burns’ broader company approach: where creativity, culture, data, and business don't exist separately, but are built together.
