Marketing Leader · Go-to-Market & Employer Branding
I'm Marta Matos — a marketing leader with 10+ years building and leading marketing in growing B2B and tech-driven companies. I focus on growth, go-to-market and the connection between marketing, sales and real business impact.
Get in touch →About
I've spent the last decade building and leading marketing in growing B2B and tech-driven companies — always close to the business. I focus on growth, go-to-market initiatives, and the connection between marketing, sales and real business impact.
I've led marketing at Hyphen for several years, supporting the company's growth across different markets and stages — from brand and demand to events, partnerships and international expansion. My role has evolved as the business evolved, and I like to think I've been an active contributor.
Lately I've been exploring how AI is reshaping marketing and go-to-market models — moving between genuine enthusiasm and healthy caution.
“Good marketing starts with direction, not tactics. It takes focus, trust in the team, and the ability to zoom in and out without losing perspective.”
Marta Matos
How I work
Good marketing starts with a clear direction and a few real priorities — not a long list of activities. I invest the time upfront to get that right, so the team can move fast with confidence.
I work where marketing meets sales and revenue. Brand, demand and employer branding only matter if they move the business — so that's the lens I measure everything against.
Great marketing is a team sport. I build a team I trust and give it room to own the work — zooming in when it helps, and out to keep perspective.
Experience
Senior marketing consultancy for a global network of user-experience companies.
Leading the marketing team, defining the marketing and employer branding strategies, and partnering with HR and recruitment to implement employer branding initiatives across markets.
Managed the marketing team and planned and implemented the marketing strategy for the brands Hyphen, Tangível and Tangível Academy.
Led the marketing team and the marketing and employer branding strategies, partnering with HR and recruitment on employer branding initiatives.
Contributed to business development and led strategic marketing projects for Santander, Apis Partners (UK), Pierre Fabre and others.
A six-month sabbatical travelling around the world, while collaborating with Hyphen and Tangível.
Digital Economy Program: led the Digital Consultants Bootcamp (5 cities, 22 trainers, 400 participants), the SAPO Digital Academy e-learning platform, and beta-tested SAPO Biz — covering market research, go-to-market, product roadmap and partnerships.
Defined the commercial strategy for international markets (focus on SAP solutions in the Cloud), engaged new partners, and drove lead generation and conversion.
Inov Contacto international internship at the Mexico City office, supporting Portuguese companies entering Central American markets with research and partner meetings.
Supported Portuguese SMEs in their internationalisation through the Enterprise Europe Network — business opportunities, company profiles and international events.
Education
Where I help
Bringing new products, brands and offers to market — defining the audience, the positioning and the plan to land and grow across segments and stages.
Turning brand into pipeline. Connecting marketing and sales so demand generation actually converts — and compounds over time.
Helping companies attract and keep the right people, partnering closely with HR and recruitment to build a brand people want to work for.
Taking brands across borders — adapting strategy, partnerships and messaging to grow in new markets without losing the core.
Skills
Certifications
Contact
Whether it's go-to-market, growth, employer branding or building a marketing team — I'm always open to a good conversation.