As social media evolves into a space driven by communities, creators, and real-time interaction, brands are being challenged to rethink how they engage and convert audiences. At The MarTech Summit Madrid 2026, we’re delighted to feature Paula Bartolomé, Director, Marketing, Spain & Portugal at Leapmotor, currently leading the launch of Leapmotor in Iberia. With nearly three decades of experience in the automotive industry, Paula brings a rich perspective on building authentic connections and navigating transformation in competitive markets. She will join the Panel Discussion | [Next-Gen Social Strategy] Unlocking the Power of Creators, Communities & Conversational Commerce, where she will share how brands can shift from traditional campaigns to community-driven engagement.
About Leapmotor
Leapmotor is an innovative electric vehicle (EV) brand focused on delivering smart, accessible, and technology-driven mobility solutions. Founded in China, the company specialises in developing intelligent electric cars that combine advanced software, in-house technology, and modern design to create a seamless driving experience. Through its partnership with Stellantis, Leapmotor is expanding internationally, bringing its next-generation EVs to global markets with a strong emphasis on affordability, connectivity, and sustainable mobility.
Quick Q&A with Paula Bartolome
Could you please give us a quick introduction of yourself?
I lead Marketing at Leapmotor in Iberia, a Chinese car brand of Stellantis group that we have been launching for one year. With nearly 3 decades of experience in the automotive industry, I have held leadership roles primarily in marketing and communications. In my personal life, Contemporary Art is my passion. I go every week to exhibitions and even write an art & literature blog that I created for my daughter, who is currently 11, my real passion.
Why did you choose to participate in this summit?
This summit becomes an opportunity to discuss marketing trends, to meet other people who are engaged in similar roles and rethink how to approach current challenges.
What are some of the biggest challenges brands face when moving from traditional social campaigns to community-driven commerce models?
The biggest challenges are embracing authenticity over control, shifting to long‑term community engagement, operationalising creator partnerships, and redefining measurement frameworks to capture influence rather than impressions.
What role does data play in identifying the right creators and platforms for different audience segments?
Data allows brands to match the right creator to the right community at the right moment , maximising ROI.
Looking ahead, what major shift in social marketing are you most excited about over the next few years?
Already 10 years ago, we had an agreement with an influencer who organised interviews with other influencers in our cars. We provided valuable content to their fans, amplified followers, showed our cars in a very natural way and generated strong engagement. This social initiative became even more real as we organised a party with the fans and moved from the online to the physical environment.
Can you share one personal or professional goal you’d like to achieve in 2026?
My main goal is to make people aware that Leapmotor is an electrified automotive brand and a smart buy as it is techy, cool and cheap. Not easy when you have a limited budget, but it’s a clear challenge.
Paula’s perspective highlights a clear shift in social marketing from controlled messaging to authentic, long-term community building. Her experience in combining digital and physical engagement, alongside a strong focus on storytelling and cultural relevance, demonstrates how brands can create meaningful impact even with limited resources. As conversational commerce and creator ecosystems continue to evolve, her insights offer valuable guidance for marketers looking to stay ahead while building trust and resonance with their audiences.
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
