At The MarTech Summit Madrid 2026, we’re delighted to feature Joana Milcheva, Director of Product, Asset & Content Management at JLL. With extensive experience in digital strategy, web transformation, and global content operations, Joana brings a practical and cross-functional perspective to shaping modern marketing teams. She will join the Fireside Chat | [Evolving the Marketing Function] Building Digitally-Ready, Future-Fit Teams for the Next Era of Work, where she will share how organisations can prepare their teams for continuous change and technological advancement.
About JLL
JLL is a leading global professional services firm specialising in real estate and investment management. Operating in over 80 countries, JLL helps organisations optimise their real estate portfolios, enhance workplace experiences, and drive sustainable growth. With a strong focus on digital innovation, data, and technology, JLL continues to transform how businesses manage assets, engage customers, and operate in an increasingly complex global environment.
Quick Q&A with Joana Milcheva
Could you please give us a quick introduction of yourself and share a bit about your role at JLL?
I’ve been based in Madrid since 2021, and recently stepped into the role of Director, Product – Asset & Content Management at JLL. I’m responsible for managing digital content and asset technology for the company’s marketing teams, including the roadmap for existing products and the implementation of new ones to drive efficiency using AI. I joined JLL in Canada in 2016, and have since held multiple positions in Integrated and Digital Marketing at local, regional, and global levels. I have extensive experience in digital change management, web migrations, and other marketing disciplines.
Why did you choose to participate in this summit?
Joining the MarTech Summit in Madrid is a wonderful opportunity to exchange ideas with other industry leaders and share mutual learnings on new technology and the evolving marketing skillsets in demand.
You have led large-scale web migrations and digital transformation initiatives. What have been the most important lessons when preparing teams for significant digital change?
The most important aspect of any complex project is that preparation and communication are key – successfully guiding teams through major digital change requires clear direction, collaborative engagement, and robust training. Migration efforts in particular require deep knowledge of data structuring, processing, and leveraging automated workflows where possible to reduce manual effort and human error. Emphasising accountability, simplifying complex processes, and celebrating milestones keep teams motivated and aligned with the strategic vision.
What skills or competencies do you believe marketing professionals must prioritise to remain relevant in the next 3-5 years?
Marketing professionals must prioritise digital literacy, adaptability, and data-driven decision-making. Developing skills in marketing technology, AI, and process automation, alongside a strong foundation in content governance and cross-functional collaboration, will be crucial for staying relevant and driving business value in an evolving landscape. Custom AI agents are becoming more common across functions, and I anticipate marketers will be expected to become fluent users and maybe even builders of this technology. AI is here to stay, and the only way to stay ahead of the curve is to prioritise meaningful adoption of the opportunities it presents.
AI is reshaping workflows rapidly. What practical applications of AI have you seen make a meaningful difference in marketing operations or content management?
AI has made a tangible impact through automated asset tagging, generative content creation, and translation and localisation. At JLL, integrating AI tools into content migration and management processes has dramatically improved efficiency, reduced manual workload, and enabled faster, higher-quality publishing across multiple language sites. We are constantly looking to create efficiencies for our workforce and are exploring more ways to integrate AI processes into our workflows.
Can you share one personal or professional goal you’d like to achieve in 2026?
In 2026, I aim to deepen my expertise in product management and AI-led MarTech solutions within JLL. Personally, I’m seeking more opportunities to mentor colleagues and empower them to drive high-impact, innovative projects that shape the future of marketing.
Joana’s approach highlights that successful transformation is not only about adopting new tools but also about empowering people with the right skills, mindset, and support systems. From leveraging AI to streamline workflows to fostering collaboration across global teams, her insights underline the importance of preparation, communication, and continuous learning. As marketing becomes increasingly intertwined with technology and product thinking, her perspective offers valuable guidance for organisations aiming to stay resilient, agile, and future-ready.
The MarTech Summit Madrid – Redefining MarTech: Autonomous, Intelligent, Human-Centred
Join us on 19 May 2026 at VP Plaza España Design! This English-language event offers a comprehensive exploration of the evolving MarTech landscape, focusing on the integration of technology, data, and innovation in driving business success.
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Last updated: March 2026
