Our People
Dan Martinez
- Partner

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WHAT DO YOU DO?
I specialise exclusively in advising management teams on equity incentive arrangements, typically when their businesses are going through a change of ownership. I engage directly with prospective buyers, often a mix of private equity and strategic investors, to negotiate and secure terms that optimise outcomes for management within the broader transaction structure.
WHY DO YOU DO IT?
I feel incredibly fortunate to be able to work with a diverse range of exceptional individuals, businesses, and advisors. Every day, I get to participate in significant transactions that matter deeply to the people involved, both in professional and personal terms. From the outset, the issues are commercially critical and highly personal, which means I’m quickly immersed in what truly matters to clients.
Our mission at Liberty Corporate Finance is to support management teams globally and deliver the best outcomes. That mission aligns perfectly with what I love to do – make a meaningful, tangible difference for clients by guiding them through complex incentive structures, negotiating on their behalf, and helping them understand the economic impact of every proposal.
So no, I didn’t just fall into spreadsheets or modelling, and yes, I do enjoy diving into the detail when it matters, but what truly drives me is building trusted relationships. These relationships often endure well beyond a single deal, grounded in shared purpose and trust. That’s why I do what I do.
WHAT KIND OF PROJECTS HAVE YOU BEEN INVOLVED IN?
Over the course of my career, I’ve advised management teams on over 100 completed deals, spanning a huge range, from founder-led businesses valued in the tens of millions to multinational groups worth several billion. That variety keeps the work exciting and constantly evolving.
What all these projects have in common is that we’re helping management teams navigate high-stakes, often once-in-a-lifetime events. Whether it’s a private equity buyout or a strategic acquisition, our role is to negotiate, guide, and ensure our clients not only understand the value of what’s on the table but also walk away with a better deal than they would have achieved without us.
It’s incredibly rewarding to know that our experience and advice have helped clients unlock meaningful value, avoid costly pitfalls, and feel confident about the decisions they’re making during what can be a pretty intense and emotional time. Every deal is different, but the goal is always the same: make a real, positive difference for the people we represent.
WHAT’S ON TOP OF YOUR BUCKET LIST?
I’m lucky enough to have already done many of the things I once had on my bucket list. I’m competitive by nature, so now it’s more about pushing myself. It’s less about ticking boxes, more about doing what I love, only better, bolder, and with the people that matter most.