Interview with Beatriz Sánchez

- Interview -

Interview with Beatriz Sánchez

1. Normally you conduct interviews for this area, but today it’s your turn to answer now. How many years have you been linked to Joma?

I arrived in April 2007, more than fourteen years ago. I graduated in Advertising at the Complutense University of Madrid less than a year before, but already had experience both in advertising agencies and with clients. Joma was a great opportunity.

2. Marketing is one of the most crossfunctional and multidisciplinary departments at Joma, could you briefly summarize or list your tasks?

I wouldn’t know how to list them. Marketing is a “tailor’s box” from which an event, a store, a catalog, a photo, a website, an interview, a visit... can arise, and that’s how multidisciplinary my tasks are. In a nutshell, I support each of these areas of the department, with a special focus on communication, product management and now retail, and a new e-commerce project.

3. And what is the task you are most passionate about?

360º communication. Although day-today life doesn’t allow us to develop this task as we should, I really enjoy taking a product or a sport, and creating a strategy of actions around it. For example, now with the company’s commitment to padel, we are working on different online and offline actions.

The “Color in Football” campaign is undoubtedly the one that has had the greatest influence on the market.

4. One of the sectors that has evolved the most since your arrival is online marketing and communication. What was it like back then?

In 2007, the department was basically sponsorship, led by Jesús Martínez, and some advertising agreements. There was no online communication, social networks and some newsletters were handled by Marco García, from the IT department. Therefore, Marina López, today’s marketing director, and I expanded our functions with the help of Jesús. I remember that one of the first days we went to the warehouse, took a lot of shoeboxes, spread out all the hangtags, labels, brochures... that came inside and said “and now how do we organize this?”.

us about a case in Joma in which you consider that a campaign has had a notable influence on the sale or image of a product?

5. On a personal note, are you a social media/online marketer or do you think that traditional marketing cannot be absorbed by the new forms of communication?

In my opinion, traditional marketing has already been engulfed by online marketing, but it will not die because as long as consumers live in a physical environment they will continue to receive advertising impacts from traditional marketing. The pace of transformation of online marketing means that traditional marketing will have to regain strength to keep up with the times.

6. What is the most complex campaign you have faced?

I would highlight two milestones: the first presentation of Fiorentina’s official uniform. We have never lacked creativity and at that time it was do or die. Together with our Italian colleagues, we even had to fight with the Italian government to be able to project a mapping of Michelangelo’s David, which we passed with excellence; and the most complex action was undoubtedly the ceremony to celebrate the company’s 50th anniversary. We set ourselves a huge challenge: we even brought out a book! Nevertheless, it was also the most satisfying moment of my career at Joma.

7. Some people minimize the impact of marketing on society. Could you tell

The “Color in football” campaign is undoubtedly the one that has had the greatest influence on the market. Creating the need for a product that does not exist in the market is very difficult and Joma succeeded. On a personal level, we have developed campaigns that I am sure have contributed to brand building in a segment. In Joma’s marketing department, we have the advantage that what we sell is a good product, but we squeeze our resources to support the product with brand image. For example, the recent campaign to launch the R.5000 shoe was a success in terms of communication, as the technical websites highlighted Joma’s evolution in high-end running.

8. Finally, despite your young age, you are one of the people with the most experience within Joma, what advice would you give to the young people who are reading you now?

To be proactive. Joma is a company in the process of growth and still has many opportunities, in any area. But it’s not good to stand still, you have to be looking for new ventures, new ways of doing things, investigate how other companies are moving... To my new colleagues who join the department I always tell them in their first days: “in marketing we generate our own work,” and although there are more strict departments in this sense, it can be applied to any area.