SUSANA GONZÁLEZ MARTÍNEZMarketing Manager – IGM Cigars

Susana González Martínez leads Marketing at IGM Cigars (Inversiones González Martínez S.A.), a boutique factory based in Pavas, San José, where every premium cigar is made 100% by hand. From there, she oversees catalog development, digital communications, and the brand's commercial relationships with international distributors and clients.

Her work starts literally in the ground: since 2019, she has grown tobacco alongside her father, José González — first in Ecuador, and since December 2022, at Finca de La Paz, in Bocanas de Puriscal. They took over an abandoned farm, and it stands today because of the team that works it from sunrise to sunset: they are the ones who, day after day, built the access roads and the tobacco curing house that now sustain the entire operation. That same closeness to the origin of the product and to the hands that make it possible is the same principle Susana brings to building new brands within IGM: her role isn't limited to manufacturing the cigar, but guiding the client through every stage, from blend to band, boxes, and final presentation.

At the Puro Vida Cigar Festival 2026, Susana takes part in the growing panel (Day 2, Panel 1), where she will talk about tobacco cultivation as the starting point of every cigar, drawing on her experience at Finca de La Paz and the work of the team that keeps it running day after day.