Camila Panizzi Luz

Director of Global Marketing

Bio

Camila Panizzi Luz is the Director of Global Marketing at Smartex, a company at the forefront of revolutionizing textile manufacturing with AI and machine learning technology. She has extensive experience in international marketing, having worked with various global companies, including WIT Software and LogicMonitor. Camila plays a pivotal role in driving Smartex’s marketing strategy and expanding its brand presence worldwide.

Camila Panizzi Luz is the Director of Global Marketing at Smartex, a company at the…

Company:

Smartex

Location:

Porto, Porto, Portugal

Description:

Smartex is a cutting-edge company leveraging AI and machine learning to detect textile production defects in real time, significantly reducing waste in the manufacturing process. Its technology, Smartex CORE, integrates seamlessly with existing textile machinery, helping manufacturers improve quality control and efficiency while advancing sustainability goals in the industry.

Smartex is a cutting-edge company leveraging AI and machine learning to detect textile production defects…

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Conversation
Highlights

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Camila Panizzi Luz, Director of Global Marketing at Smartex, a cutting-edge company revolutionizing fabric inspection through AI-powered solutions.

Here are the most interesting points from our conversation:

Marketing Across Borders: Camila’s global marketing expertise draws from her background in international affairs, highlighting the importance of understanding diverse cultures and perspectives to craft impactful, cross-border strategies.
From Startup Generalist to Marketing Leader: Her journey began in startups, wearing multiple hats, including event marketing and product education, leading her to specialize in international marketing with a focus on impact-driven communication.
Inspiring Figures: Camila is particularly inspired by women leaders in sustainability, such as Rebecca Marmont from Unilever and Livia Firth, emphasizing the importance of purpose-driven marketing in today’s world.
Smartex’s Revolutionary Approach: Smartex’s AI-powered system reduces fabric waste in the textile industry by identifying defects during production, helping manufacturers improve margins, safety, and sustainability.
Challenges of Hardware Marketing: Transitioning from software to marketing a hardware-software hybrid has been challenging, especially in a traditional industry like textiles. Smartex’s approach relies on trust-building through pilots and partnerships with early adopters.
Marketing Philosophy: Camila’s philosophy centers on transparency and long-term relationship building. She emphasizes truth in marketing and the power of authentic messaging, especially in industries resistant to change.

Actionable
Takeaways

Tailor Marketing for Global Audiences:

Marketing across different regions requires a deep understanding of cultural nuances. Camila emphasized the importance of crafting localized strategies for different markets, avoiding a one-size-fits-all approach. Founders should adapt messaging to resonate with each region’s unique cultural and business context.

Build Trust with Early Adopters:

When entering new markets, start with early adopters who value innovation and sustainability. Smartex focuses on top factories that prioritize these qualities, creating a domino effect as others follow. Prioritize case studies and testimonials to build credibility and drive adoption through social proof.

Leverage Pilots to Prove ROI:

For hardware and complex systems, pilots are key to gaining buy-in. Camila explained how Smartex uses pilots to demonstrate ROI, comparing performance with and without their systems. This approach builds confidence with decision-makers by providing tangible proof of effectiveness before asking for a full investment.

Balance Traditional and Digital Marketing:

In traditional industries, trade shows, conferences, and in-person relationship-building are still critical. However, blending these with digital tools for tracking and engagement can create a powerful combination. Use digital follow-ups and data-driven approaches to ensure that face-to-face interactions translate into long-term success.

Stay Authentic in Marketing Messaging:

In highly competitive spaces where competitors may overpromise, staying true to the product’s capabilities is crucial. Camila’s approach is to always tell the truth and let the product’s results speak for themselves. Authentic, purpose-driven messaging resonates more with modern customers, especially in sustainability-focused industries.