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E-Show Madrid
HR TechnologiesSpeakers
Joana Tene
Global Martech Capabilities Director,
Whirlpool Corporation
Joana Tene is a passionate, results-driven marketeer with over 15 years of experience in B2C and B2B digital marketing, MarketingOps, and Marketing Technology across Europe and the Americas. She began her career agency-side in consultancy, supporting clients across telecom, insurance, FMCG, travel, and automotive. Over the past eight years, she has held global roles -currently at Whirlpool, where she leads Global MarTech, Capabilities, and DCOE Operations,
focused on accelerating digital capability building, D2C ecommerce, and marketing automation across regions. Previously, Joana was at Booking.com, driving Marketing technology and experimentation initiatives. She holds a Master’s degree in Integrated Marketing Communication and a Bachelor's degree in Physics. A firm believer in upskilling digital talent to drive transformation, Joana is passionate about bridging strategy, technology, and customer experience. She’s also a culture and travel enthusiast - and an avid phillumenist with a collection of over 3,000 matchboxes from 30+ countries
Sessions
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30-Oct-2025TFM KEYNOTE THEATREIf Personalization Is the Answer? Rethinking Marketing Technology and Growth in the D2C eCommerce Era
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