In this fast-paced digital age, marketing executives are constantly called upon to walk that tightrope of vision and agility at all times. Few navigate it as efficiently as Clara Valls Moreno
— an experienced Marketing Director in tech and B2B industries with a background in crafting strategic narrative, unleashing best-in-class teams, and creating campaigns that connect at the heart level.
With her entrepreneurial experience and exploration at global SaaS powerhouses like Mirakl and Factorial, Clara has a compelling combination of operations expertise, innovative imagination, and people-oriented management. Her marketing philosophy is not lead generation — it’s creating real, lasting brand experiences that fuel business performance.
Early Career: Where Curiosity Led the Way
Clara Valls Moreno began her professional journey in Barcelona in 2010, where she studied Business Administration. She didn’t approach planning with the aim of working in marketing but had an overarching curiosity: how do ideas come about, catch notice, and make an impact on people? That was critical for her career.
Her first experience with sales, having direct customer interactions and attending tradeshows to source new sales deals, gave her an on-the-ground sense of what
motivates firms. It was a practical learning experience where she saw the difference between
sales and marketing—and more significantly, how they might stimulate one another even more. This experiential background would be perfectly suited in developing her collaborative style of leadership and cross-functional manner of working.
From Operations Execution to Strategic Impact
Clara transitioned to strategic leadership at Mirakl and then at Factorial — two SaaS companies with ambitious global expansion plans that were rapidly growing.
At Mirakl, she managed European and U.S. marketing, developing demand generation programs and global field campaigns. Navigating through cultures and markets, she had to drive without direct oversight — getting regional teams aligned to shared goals and messaging. She developed her stakeholder alignment, campaign planning, and strategic agility capabilities in this period.
Her move to Factorial came at a perfect time: the company was expanding very well, and Clara Valls Morenowas being tasked with opening up and establishing the French market. She established the local marketing capability from scratch, leveraging a multi-product content strategy and developing team capability to become the best pipeline generator in the region. Working in a high-stress, high-risk enterprise demanded operating clarity, common sense communication, and accountability and trust culture — all principles that Clara as a leader held extremely dear.
Creating Brand Stories with Purpose
Clara believes that marketing is not just a business function — it’s an attitude based on clarity, relevance, and curiosity. As a member of the team at Factorial, she was the key to remodeling the image as the business expanded from an HR software to a bigger business management platform.
Rather than herding individual campaigns, Clara Valls Moreno worked with functions — and indeed with Sales and Product — to connect messaging with company goals and customer insight. Her framework blended content, campaign planning, and enablement into one integrated engine that made awareness and performance execution possible.
What set her apart was the ability to turn business objectives into narratives that teams would rally behind — and the consumer would identify with. Her campaigns are always rooted in genuine everyday needs but brought to life by imagination, creativity, and flawless execution.
A Peak Moment: 360° Campaign at HR Tech France
One of Clara’s most impactful achievements was the 360° campaign she led at HR Tech France in Paris. The campaign stood out for how it connected deeply with the French HR
community — using humor, irony, and cultural insight to reflect their everyday frustrations and challenges. Rather than generic slogans, Clara’s team crafted messages that felt
authentic and locally relevant. The integrated campaign combined 150+ out-of-home placements, booth design, digital channels, PR, and content — all centered around one
cohesive narrative. The result: record-breaking brand engagement, strong resonance with the audience, and a repositioning of the brand in the French market.
Marketing as a Balance of Data and Instinct
Clara’s choices are data-driven — from first impressions to revenues won — but never mechanistic. She plans spaces in which her teams are encouraged to track performance, yet trial new forms and concepts. Intuition powers innovation for her.
She’s recognized for supporting campaigns that break the mold — not just because they’re out of the ordinary, but because they’re informed by insight, purpose, and relevance. Whatever the mission is — lead generation or brand building — Clara makes sure that all the activities are directed to some end and measurable results.
Leadership with Empathy and Intent
Clara’s trust, transparency, and empowerment leadership style are a consequence of her rich background of fighting to make team cultures receptive to all voices — especially women’s — in hugely masculine settings.
She sees individuals as owners and collaborators. At Factorial, she made her team members owners of flagship initiatives and connected them straight to leadership, empowering them to make things happen — not just do tasks.
Beyond the office, Clara also gives back to the greater marketing community through conference panels and industry sessions speaking and providing actionable takeaways and sharing her knowledge. Though no longer in the classroom, she enjoys mentoring and would rather get more involved in education in coming years.
Looking Ahead: Value-Driven Growth
Currently between roles, Clara works as a marketing advisor and is exploring new opportunities aligned with her values of long-term, meaningful growth. She would like to be in a position where marketing is not a ‘back office‘ function acting on behalf of the business, but a means of creating brand value and commercial success.
Her goals remain the same: build marketing that counts, empower teams to deliver with certainty, and fuel sustainable growth through coordinated marketing, product, and sales.
A New Generation Marketer for a New Age
Clara is the kind of marketing leader the world needs today — reactive, reflective, and results-driven. She is able to construct strategies that speak, organizations that perform, and campaigns that succeed, and so is a powerful voice in marketing.
In an age of swift transformations and complex business actions, Clara is making a monumental impact by serving up a much-needed dose of reality: passion for meaning, simplicity, and concentration. She reminds us that fantastic marketing is not always flashy — but builds connection, trust, and action.
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