From launching brands to leading large-scale transformations, successful marketing today is measured not by attention alone, but by tangible business outcomes. We are delighted to welcome Marta Torres Vilas, Chief Marketing Officer at Alma Corp, to the Global Virtual MarTech Summit. Having led more than 11 brand repositions and over 21 launches across hospitality, retail, SaaS, and real estate, Marta has built her career on combining strategy, technology, and storytelling to drive measurable growth. In this interview, she shares why marketing should be accountable for revenue, how to balance performance with long-term brand value, and what it takes to build brands that continue delivering results long after launch day.
About Alma Corp
Alma Corp is a diversified business group operating across hospitality, beauty and longevity, mobility, and premium lifestyle experiences. Through a portfolio of distinctive brands, the company focuses on creating customer-centric experiences while driving innovation, operational excellence, and sustainable growth. By combining strong brand identities with data-informed marketing strategies and digital transformation, Alma Corp continues to expand its presence across multiple consumer sectors, delivering experiences that connect with customers and create long-term commercial value.
Quick Q&A with Marta Torres
Could you please give us a quick introduction of yourself and share a bit about your role at Alma Corp?
I’m Marta Torres Vilas, CMO of Alma Corp. I lead marketing and communication across a group that spans hospitality, beauty and longevity, and mobility. That means everything from hotels and lifestyle stays to democratized hair, barbering, and private aviation. My job is to professionalise the marketing function, build the processes behind it, and turn all of that into real growth. In practice, I give each brand its own personality while making sure they all pull in the same direction. I work with a team of eleven, plus external partners.
Why did you choose to participate in this summit?
Being a CMO across so many different verticals, I have to strategise and execute at the same time, which makes it hard to stay on top of the latest trends and shifts in marketing. This summit helps me stay current and meet other marketers, and I love seeing how, no matter the industry, we all struggle with the same topics over and over again. It also pushes the conversation past reach and engagement, into revenue and accountability. I always leave with something I can use on Monday morning.
You have led more than 11 rebrandings and launches. What usually makes the difference between a launch that creates attention and one that delivers measurable commercial growth?
As marketers, we’re the voice of the customer. Marketing matters, but what matters more is co-creating with product, operations, and the rest of the business to build something that actually resonates. Since digital marketing matured, it’s easier than ever to measure performance, launch an MVP, and iterate when a product isn’t landing the way you expected. For me, the difference is preparation: a site built to measure outcomes and a go-to-market plan mapped out months ahead. That’s what makes a launch stay relevant beyond the first week.
Marketing teams are often under pressure to deliver short-term results. How do you balance immediate booking targets with long-term brand positioning and customer value?
I stopped treating them as opposites. A strong brand makes your performance campaigns cheaper and your bookings easier to win, so the two feed each other. In practice, I set clear targets every quarter, but never at the cost of how the brand feels. If a booking today makes the brand weaker tomorrow, it isn’t really a win. The trick is protecting the brand as the thing that compounds over time, while using performance to prove, month after month, that it’s actually working.
Looking ahead, what do you think marketers need to change in order to become more accountable for revenue rather than simply reporting on leads and engagement?
Once you can sell from your website and report on KPIs like CAC and CPC, proving marketing’s impact gets much easier. Attribution is still tricky, but that’s exactly why a strong brand matters more than ever. With solid SEO, a real PR strategy, and one consistent message across your own channels and third-party ones, brand awareness becomes easier to prove, because AI now talks about your brand in its results. So track the direct impact on the P&L first, then keep investing in the brand. You don’t need a huge budget. You need to be consistent.
Can you share one personal or professional goal you’d like to achieve in 2026?
Professionally, I want to prove that marketing can be a growth engine, not a cost centre. I joined Alma Corp as its first CMO this year, so part of my goal is building something that lasts beyond any single campaign. A lot of people still think marketing is just posting on social media, and they miss how much marketers can move EBITDA through tracking, growth, a well-structured plan, and, of course, creativity. If I can shift that perception, even a little, that’s a win.
Marta’s perspective is a refreshing reminder that great marketing goes far beyond generating awareness—it is about creating sustainable business growth. By aligning brand, product, operations, and data around shared commercial goals, marketers can move from being seen as a support function to becoming a true growth engine. As AI, measurement, and customer expectations continue to evolve, her emphasis on consistency, collaboration, and commercial accountability offers valuable guidance for marketers looking to deliver impact that reaches well beyond individual campaigns.
Global Virtual MarTech Summit APAC & EMEA
Global Virtual MarTech Summit APAC & EMEA, where leading marketing professionals gather to explore this year’s theme: The Real-Time Customer.
As customer expectations continue to rise, brands across APAC and EMEA are under increasing pressure to connect data, AI and customer engagement in more meaningful, timely and measurable ways. This summit will spotlight practical strategies, real-world use cases and regional perspectives on how marketing teams can move closer to real-time customer understanding and action.
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Last updated: August 2026
