Rosa Martínez-Borrell, Chief Investment Officer for Western Europe at ETL GLOBAL, has been at the heart of the network’s international expansion since day one—and remains just as committed to its growth today.
As ETL GLOBAL celebrates its 10th anniversary, she reflects on how far the network has come, the lessons learned along the way, and what the future holds.
An Unexpected Career Path
Rosa never expected to build her career in Germany. Born and raised in Essen in a Spanish family, she left for the UK at 16 for boarding school and later studied at university there. A year in Paris deepened her international perspective, and she was convinced she would continue working abroad. “I loved it and stayed in London for years,” she recalls. “I always said I’d never move back home.”
When ETL GLOBAL reached out, she saw it as a temporary opportunity to gain experience in a German company before moving back. It was meant to be a short step in her career, but everything changed after meeting Franz Josef Wernze, the founder of ETL. “I know this sounds clichéd, but it’s genuinely true—the reason I am doing this job today is because of him. He was still very actively working when I joined, way too many years ago now. Both his business sense and passion and the way he ran the company with such a down-to-earth and personal way convinced me that this is a place I genuinely wanted to work for.”
Building ETL GLOBAL from Scratch
Rosa returned to her hometown of Essen to join Dr. Christian Gorny, who was in the early stages of building ETL’s international network. She remembers those first days vividly. “It was just him, his personal assistant, and a few old desks left over from the previous tenant.” There was no established structure—everything had to be built from the ground up.
The early years were spent defining what ETL GLOBAL could offer internationally, meeting potential partners, and adapting the firm’s model to work across different countries. Expansion wasn’t about simply growing the network; it had to create value for the firms joining it. Rosa was clear on this from the beginning. “Growing just for the sake of it is not what I do. Whilst investment is in my job title, it means way more than that. My ambition is to make sure we as ETL and as a partner in all our firms are perceived as such; a strategic partner, someone who makes each of these firms more sustainable and more successful and better set for the future than they were before.”
Rosa Martínez Borrell at the 2022 ETL GLOBAL conference in Lisbon.
Finding Her Place in a Global Role
Rosa took on significant responsibility at a young age, stepping into an international role early in her career. “Christian thankfully believed in me and gave me a chance to work with him, although I was only 26,” she recalls. From the beginning, her job involved frequent travel, business meetings, and formal dinners—learning how to navigate different cultures and industries along the way.
One of those first experiences is something she still laughs about today. On a business trip to Spain, she attended a dinner with ETL’s first partners at a restaurant known for its seafood. When the waiter arrived, he placed a plate of sardines covered in garlic in the center of the table. As the newcomer, Rosa was chosen to take the first bite. She has never liked fish, but being the youngest and the only woman at the table, she didn’t dare say anything. “I was mortified and ate the sardine but was close to tears. Now absolutely everyone in our Spanish group knows that I don’t enjoy eating fish.”
Being a young woman in leadership, she focuses on ensuring her work speaks louder than anything else. “In some of the countries I am active in, I can sometimes be the only woman in a meeting room with just men. It can be a little daunting sometimes, but I have found that what everyone will always value most in you is if you are capable and if you deliver on your words. As a woman I sometimes push myself that little bit harder but in the end it’s always the result that counts.” Seeing more women take on leadership roles gives her optimism for the future. “In the past 10 years, I’ve seen more and more women, all of them like me, stepping into these meetings and proving how capable they are. Having that mix of people in the room really makes a difference, and it’s been fantastic to see.”
“In the past 10 years, I’ve seen more and more women, all of them like me, stepping into these meetings and proving how capable they are. Having that mix of people in the room really makes a difference, and it’s been fantastic to see.“
A Growing International Network and Lasting Partnerships
The growth of ETL GLOBAL over the past decade has been significant. What started as an idea has turned into a structured and growing network of firms working together across more than 60 countries. “It’s been an incredible journey, when I look at what we’ve built, I feel both in awe and incredibly proud,” she reflects.
For her, the key has always been building strong relationships. “We don’t really invest in firms, we invest in people,” she explains. The network has been built on trust and shared goals, ensuring that firms don’t just join for the name but truly benefit from being part of something bigger.
Beyond formal agreements, relationships matter. “I have to say that on a personal basis, I really like our partners. People you don’t just love working and collaborating with but people you can also grab a drink with,” she says with a smile. For Rosa, real teamwork happens when people challenge each other, exchange ideas, and push things forward. “The best discussions often come from open conversations, where different perspectives lead to better decisions,” she says. She values an environment where trust allows people to speak freely and work toward shared goals, creating partnerships that last.
A Busy Life Between Airports and Meeting Rooms
The expansion of ETL GLOBAL has been a remarkable journey, but maintaining and strengthening the network means Rosa is constantly on the move. Business trips take her across multiple countries, meeting with partners and overseeing investments on a weekly basis. While that might sound exciting, the reality of frequent travel is far less glamorous. “People always assume it’s exciting, but most of the time, I don’t get to see much beyond meeting rooms,” she says. “I rarely have time to sightsee.”
Despite the demanding schedule, she finds that travelling and meeting ETL GLOBAL’s partners firsthand is also energising. Seeing how ETL GLOBAL is developing on the ground reminds her why the work matters and encourages her to keep pushing forward.
When she’s home, she focuses on the things that bring her back to balance. “Walking through the forest with my dog is something I always make time for. It grounds me and gives me a bit of peace in an otherwise demanding schedule.” With two active boys and a job that keeps her constantly traveling, those quiet moments are rare but necessary. “With this kind of work, you have to take every quiet moment you can get.”
What Lies Ahead
The professional services industry is shifting, and Rosa sees both challenges and opportunities. “The big words you always hear are automation, digitisation, and a lack of resources. These are the driving factors right now, bringing a necessity for change in the industry—change in the way we work, change in the services we offer, and change in the way we organise our businesses.”
Adapting to these changes is key, and she knows ETL GLOBAL has a role to play in helping firms navigate them. “Businesses want to be confident that they can adapt and thrive, and this has had a huge impact on ETL GLOBAL. Professionals and entrepreneurs are looking for strong partners who can support them through these big changes.”
The network’s rapid expansion presents both opportunities and responsibilities. Rosa wants to ensure that growth continues in a way that strengthens the network, keeping the same values that helped build it. “It’s a little bit like maturing from a start-up to a large corporate, but my aspiration is that we keep our start-up mentality: our approachability to all team members, adaptability to change, and efficiency in working with our partners abroad.”
Looking ahead, she is confident that ETL GLOBAL will continue to evolve while staying true to its purpose. “We’ve built something truly special, and I want to make sure it stays that way, no matter how much we grow.”
A look back at ETL GLOBAL Conferences
