Iñaki Ereño is the CEO of the Bupa Europe & LATAM Market Unit and is also a member of the Bupa Steering Committee. After more than 10 years at the head of Sanitas, Iñaki Ereño has been the key driver of the company’s digital transformation. He was previously the company’s Director of Clients and Marketing. Before joining Sanitas, he was the Director of TPI Marketing Services (Grupo Telefónica), President and founder of Netels.com, and Director of Client Marketing at Continente (now Carrefour).