At The MarTech Summit Madrid 2026, we’re delighted to feature Luísa Geão, Head of Regional Marketing for Western Europe, Iberia and Italy at Cambridge University Press & Assessment. With a strong belief in purpose-driven leadership and human-centred marketing, Luísa brings a thoughtful perspective on connecting strategy with local realities. She will join the Panel Discussion | [Driving Revenue Through Alignment] Integrating Sales & Marketing Across the Customer Lifecycle, sharing how organisations can foster collaboration while driving sustainable growth.
About Cambridge University Press & Assessment
Cambridge University Press & Assessment is part of the University of Cambridge. Our English team produces the world’s leading range of learning resources and assessments for learners and teachers of English.
Everything we do is based on research and we are dedicated to helping people learn English and prove their skills to the world. Cambridge is where your world grows.
Quick Q&A with Luísa Geão
Could you please give us a quick introduction of yourself and share a bit about your role at Cambridge University Press & Assessment?
I’m Head of Regional Marketing for Western Europe, Iberia and Italy at Cambridge University Press & Assessment. I work at the intersection between global strategy and the reality of our local markets.
My role is to help translate what Cambridge stands for into meaningful engagement with teachers, institutions and partners across the region. A big part of my focus is making sure marketing supports real impact, stronger relationships, better understanding of our customers, and ultimately sustainable growth.
Why did you choose to participate in this summit?
I’m always interested in conversations where marketing, technology and customer experience meet.
Education is changing quickly, and the way we reach and support teachers and learners is also evolving. Martech plays an important role in helping us understand our audiences better and engage with them in more meaningful ways.
Events like this are valuable because they bring together different perspectives and remind us that, behind the technology, there is always a human relationship we are trying to strengthen.
What strategies have you found most effective in fostering collaboration between regional marketing teams and local sales partners?
For me, it starts with listening. Local teams and partners are closest to the customer, so understanding their reality is essential.
From there, the role of regional marketing is often to connect the dots, sharing ideas between markets, identifying what works, and supporting teams with tools and campaigns that they can adapt locally.
Technology helps, but collaboration ultimately depends on trust and on creating spaces where people can learn from each other.
What challenges have you encountered when aligning cross-functional teams across different countries, and how have you addressed them?
Working across several countries is incredibly enriching, but it also requires humility. What works in one market will not always work in another.
The challenge is finding the right balance between consistency and local relevance. In my experience, the best approach is to be clear about the direction we want to move in while allowing teams the flexibility to adapt to their context.
Good communication and curiosity about how others work make a big difference.
Looking ahead, what strategic priority are you most excited to focus on to deepen collaboration and sustainable growth across your region?
One priority I’m particularly focused on is helping the organisation see more clearly how marketing contributes to commercial results.
When we connect marketing activity with outcomes like demand, partner engagement and revenue opportunities, collaboration becomes much easier across teams.
We are working on tools that give better visibility of this connection. My hope is that this helps everyone make better decisions about where to focus time and investment.
Can you share one personal or professional goal you’d like to achieve in 2026?
A personal goal for me is to continue developing as a leader who connects different perspectives: marketing, commercial thinking and the broader mission of education.
I’ve spent most of my career working across countries and cultures, often in a language that is not my own. That experience has taught me the value of listening, curiosity and adaptability.
In 2026, I hope to keep building on that, helping teams work together and creating marketing that genuinely supports learning and opportunity.
Luísa’s approach reminds us that successful alignment is built on trust, clarity, and a deep understanding of local contexts. By connecting marketing activities to real commercial outcomes and creating space for collaboration across markets, she demonstrates how organisations can move beyond silos and work towards shared success. As marketing continues to evolve alongside technology, her perspective offers a valuable balance between data-driven decision-making and meaningful human connection.
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.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: March 2026
