Marta Coll (Barcelona, 1991) has the retail business in her blood. In 1998 her parents, Mario Coll and Montserrat Tarré, founded the Misako bag and accessory company, and twelve years later they promoted Urbaks, also an accessory company. “I have grown up being part of this business environment,” says Coll, marketing director of Deporvillage. The experience of having been part of a family company has made Coll “always take the work home”. “Seeing this in my parents, all the companies where I have worked feel mine, so it is often difficult for me to disconnect,” she acknowledges.
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In fact, after studying Business Administration and Management at the IQS School of Management, Coll joined the family business, Misako, doing an internship in the design department. During her career, the board also worked for Urbaks, this time in marketing, the area where she has ended up developing the rest of her career.
“It was the moment when the first bloggersI remember that we sent products to Gala González or Paula Echevarría and they published photos for free, something unthinkable now”, recalls Coll. The board opted for marketing because “I have always considered myself a very creative person and it caught my attention to think about how to create campaigns or create creatives to focus on the sale of products”.
After the race is over, Coll left the nest of the family company and joined Grupo Cadarso as an intern in the marketing department. “I didn’t stop evolving there,” she says. In the company, the director worked in different positions for seven years until becoming head of the jewelry and watch brand for Morellato, Maserati, Karl Lagerfeld and Dkny, among others. “The experience was very positive because I worked with top-tier brands,” adds Ella Coll.
Just after the pandemic, in September 2021, Coll joined Deporvillage as head of marketing. The main change for Coll was not “changing from luxury to sport, but how to do marketing in a traditional company and in a pure player”. The ability to adapt and react in a pure player it has to be immediate, just like the implementation of the campaigns”, says the directive.
During her career, Marta Coll has worked in companies such as Grupo Cadarso
“The difference is that now communication is much more direct and segmented,” he adds. Coll says that before a campaign could run for several months, and now “sometimes only for a few hours.” Since Coll started working in marketing, another of the biggest changes he has observed is “that many campaigns are now carried out in many different media.” “Before you adapted the figures to the formats, and now it’s the other way around: each campaign adapts to each platform,” he adds.
Another of the biggest changes for Coll comes from customers. “Now they have access to much more information, so we have to be smarter when it comes to communicating,” acknowledges the directive. “If you communicate something, but then fail the customer, you lose them forever because they have more knowledge about the product,” she says. The sports client, moreover, “is much more demanding” explains Coll. “You need something more than entering the web, you need a personalized service and that the company adapts to them,” he says. This is one of Coll’s challenges for the future, as recognized by the directive: “learn to be at the customer’s service”.
Social networks and the pandemic have been two other factors that have disrupted the way of doing marketing. “Social networks have turned the way of working upside down, and the pandemic has made digital marketing much more important,” acknowledges Coll. For the future, the director assures that she would like to continue working in the fashion sector “if I could, I would never change -says the executive-; It is a sector where it is very interesting to work and where you can see the return”.
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