So first of all, what do you do at Trackingplan?
At Trackingplan, I lead inbound marketing.
Yes, I’m the person behind the monthly newsletters announcing new features, the social media posts, the videos in Trackingplan Academy, and our Learning Center, making sure our documentation is clear, structured, and helpful for new users. I also spend time with customers to understand how Trackingplan is helping them, and turn those insights into customer stories that try to do at least a little justice to their experience.
I’m also the one managing the events we assist and sponsor — from partnerships and materials to every tiny detail at the booth, making sure people leave with merch they actually love (yes, the cute stickers are on me!)
On top of that, I take care of the website: building landing pages that connect with users – all while falling in and out of love with Webflow – improving SEO and GEO strategies, and currently exploring the fascinating world of LLMs — something every marketer is learning about as we get to understand more about how this new way of searching and being discovered evolves.
What’s a day in the life of Mariona like?
One of my favorite things about working at Trackingplan is that no two days are the same. One day I might focus on social media, the next I’m working on a case study or building a landing page, and another day I could be organizing an event.
There’s always something to do, and every task teaches you something new. It keeps me constantly learning, adapting, and engaged.
You’ve been at Trackingplan for over 3 years. Can you recall a moment that really made you realize the impact of what we’re building together?
There have been many moments. From all the off-sites I’ve attended — which are quite a few by now — to having the chance to get closer to our customers, meet them face-to-face, and truly understand just how much Trackingplan is helping them.
But if I had to pick one, it was traveling to the UK with Javi, Josele, and Alexandros for MeasureCamp London 2025.
As I mentioned earlier, I’d always been behind the scenes, organizing all the bits and pieces, but that was the first time I finally got to experience what actually happens at a MeasureCamp on the floor. And wow, it was intense.
There, some of the most impactful moments were when clients came over, spontaneously, to tell us how much our tool has been helping them in their day-to-day work. Hearing that directly is something no Slack message or dashboard metric can quite capture. Those moments make all the hard work feel so, so worth it — and honestly, they gave me a renewed sense of purpose about why we’re building what we’re building.
You work at the intersection of tech and creativity, leading marketing in a highly technical, data-driven company while combining it with creative film and screenwriting projects. How do you balance and integrate these two opposite worlds?
It’s not always easy, but I wouldn’t say it’s because the worlds are fundamentally opposite. It’s more a matter of organizing your time, carving out space for each pursuit, and — most importantly (and something I had to learn the hard way) — knowing when to prioritize yourself too.
However, even though Trackingplan is a highly technical B2B software, I like to think that, at the end of the day, it’s still about connecting with real people who face real challenges. About people spending eight hours a day dealing with outdated systems, insufficient tools, and a constant uphill battle for recognition, struggling to make others trust their data — or even trust it themselves, which is really the core of their work.
I like thinking that it’s all about connecting with people who, until now, have been expected to spot every issue manually, prevent bad data with no alerting, no automation, and systems that haven’t evolved in years, and still deliver perfect dashboards — all while fighting for respect in the room.
For me, this is also very human, and creativity is there to connect with that, in crafting a communication that speaks to them directly, which is what really matters.
After all, creativity is what helps us connect and translate complex, technical challenges into something deeply human and meaningful for real people. So, curiously, I don’t feel that both worlds are so different from each other… or at least, I like to believe they aren’t.
Do you have personal rituals or hobbies that keep you inspired?
Outside of work, I like to keep a calm, family-and-friends-centered life. I’m quite chill in that sense. I also enjoy doing screen-free activities like coloring — a little way to balance out all the time I spend in front of screens. Although I’m not sure if this directly keeps me inspired, it definitely gives me the energy and peace to come back to work recharged. You know, the classic “disconnect to reconnect,” even if it sounds a bit cliché.
What’s a key lesson you’ve learned from your marketing journey so far?
Marketing through empathy. Period.
It ties back to something I’ve mentioned before: for me, marketing doesn’t make sense if it’s not rooted in empathy. As a marketer, I’ll never get tired of saying this — you can’t truly connect with people’s pains unless you’ve seen their problems firsthand.
It’s about having the curiosity to get up close, to be in the middle of their challenges, their questions, their sparks of curiosity…. About understanding a wider community that’s often overlooked, but whose struggles genuinely matter.
Marketing through empathy means listening and observing, then translating the value of a solution, no matter how technical, into real human experiences our community can relate to — making technology meaningful, approachable, and human.
How do you tackle challenges in a niche, data-focused environment like Trackingplan?
It is definitely challenging. Marketing such a niche product isn’t easy because the sector is very specific, and connecting with the right audience takes time. You’re not speaking to a broad audience — you’re speaking to people who truly understand data quality issues, tracking problems, and the impact those have on marketing and analytics. Finding and resonating with that audience requires precision.
Another big challenge was that when I joined Trackingplan back in 2022, there wasn’t even a clear category for what we do. Teams experienced tracking issues and data quality issues in their day-to-day work, but didn’t know a solution like ours existed. So we weren’t just positioning a product, we were helping define a category and educating the market at the same time.
That makes things harder, but also more exciting. And I’ve been very lucky to work with a team that has built an incredibly strong technical product. From a marketing perspective, that’s a privilege. It’s much easier, and more motivating, to build messaging around a product you genuinely believe is technically superior, rather than trying to oversell something that isn’t. In our case, the strength of the product gives us a very solid foundation to connect with the right audience.
What’s your favorite part of working on the marketing team, and what drives you most about your role?
My favorite part is the variety. Especially in a startup environment, you’re constantly switching contexts. That pace pushes you to grow fast and explore angles you probably wouldn’t touch in a more traditional structure. Over time, you naturally become much more versatile and well-rounded, and I think that kind of profile is incredibly valuable today.
On top of that, marketing itself is evolving at an incredible speed. AI has completely reshaped the landscape. The way people search for products isn’t limited to Google anymore. SEO isn’t what it used to be, and discovery paths are changing constantly. So you have to stay sharp, keep learning, and adapt quickly. It’s challenging, but it’s also what makes the role exciting.
What really drives me, though, goes beyond the day-to-day variety. It’s the feeling that we’re building something that genuinely improves the lives of digital analysts. We’re not just helping them work faster — we’re helping them work smarter, with more clarity and less frustration.
In a way, it feels like we’re pushing for a shift in how analytics teams are treated and valued. For years, many analysts have spent too much time manually checking tracking, babysitting tags, firefighting broken implementations, or defending data that shouldn’t have been unreliable in the first place.
I like to think we’re shaping a future where analytics no longer has to be reactive and painful, where tracking doesn’t require constant manual verification, and where teams can spot issues before clients ever notice.
Being part of building that future is what I’m most proud of.
Can you share a fun or unexpected moment from your career?
This might sound a bit silly, but one moment that really sticks out happened during an interview with a client for a customer story. At the end, I always like to ask whether they would recommend Trackingplan to another agency or team going through the same challenges. And this time, very seriously, the client said no.
I was like… wait, what? But then the client burst out laughing. The client explained, jokingly, that he wouldn’t recommend it because if another agency started using Trackingplan, it would give the other agency a competitive advantage too. Essentially, they wanted to keep the edge for themselves.
I found it funny because it showed how valuable the product is — so valuable, in fact, that someone could see it as giving a competitor an advantage. They even said, literally, “let them lose clients, we’ll be there to welcome them and win them over”, highlighting how reliable tracking and proactive firefighting can become a real competitive differentiator.
Seeing that the work we do at Trackingplan doesn’t just help analysts, but it can actually shift the game for businesses, was pretty memorable.
Any advice for someone starting a career in marketing, analytics, or trying to combine tech and creative pursuits today?
Stay sharp, keep learning, and be ready to adapt — especially in a landscape that’s changing so rapidly. Things evolve constantly, so you need to stay on top of trends and be willing to pivot.
And never forget that, at the end of the day, whether you’re in B2B or B2C, you’re talking to real people. They face real challenges, often in their work, which is probably where they spend most of their day. Understanding their problems, empathizing with them, and offering solutions that genuinely help is what makes your work meaningful. Always keep the human perspective at the center — technology and creativity are tools, but people are the reason we do what we do.
Keep people at the center, and everything else will follow.
