Marta Moya Martin is a brand creator and advisor. She is passionate about creativity and creating and was recognized as one of the Top 100 Women Leaders of Spain 2023. She has a degree in Business Administration from ICADE, with extensive experience in the fashion and beauty sector. Her career began in large fashion companies such as Cortefiel, Pepe Jeans and Rebecca Minkoff in New York, where she learned the ins and outs of the industry. Her time at Inditex, as Head of Outerwear at Stradivarius, consolidated her experience and prepared her for the next big step.
Almost nine years ago, she decided to transform her passion and co-founded MIA COSMETICS PARIS. She started from scratch, with the vision of creating a unique brand in the pharma channel. Today, MIA COSMETICS PARIS is the leading brand in nail polish sales in Spanish pharmacies and in the top 5 in makeup. She also co-founded Marbleflags, a brand of flag marbles that was born from a family project to instill the values of entrepreneurship in her children. Marta’s entrepreneurial spirit also led her to co-found Auzors, a service dedicated to writing corporate books and executive books to help leaders and companies tell their stories in an authentic and powerful way. Very focused on founder-led marketing, Marta is a TopVoice on LinkedIn and named #1 Top200 Creators LinkedIn Spain in Beauty.
Marta Moya Martin
Unmtchd.: As a content strategy expert, how important is content for brand building? What role does content play in branding?
Marta Moya: Content is everything! It’s not just about selling a product, it’s about telling a story and building a connection. As Co-founder of MIA Cosmetics Paris and other brands, I understood that content is how we show who we are, what we believe in, and why we care. The same applies to my personal brand. Good content builds trust. People don’t want to buy from a faceless brand—they want to connect, relate, and feel something. That’s why the right content can turn a brand into a community. It’s the bridge between the company and its customers. For me, it’s not about quantity, it’s about the message, the value you bring to the table, and of course how real and authentic you are.
Unmtchd.: What does a great content strategy look like and what elements should it contain?
Marta Moya: I would say that a great strategy should feel natural. It’s authentic and true to who you are as a brand. First, you need to know your audience inside out. If you don’t understand what they care about, you’re just throwing content into the void. In Spain we have an expression that says “Killing flies with cannons”, if you know what I mean.
Then, consistency is key; consistency in tone, in values, in messaging. It’s about aligning our brand with real stories, real people, and making sure our audience feels that we’re on the same page. And lastly, I would not be afraid to experiment. Social media changes so fast it is almost dizzying… and so should be your approach. Mix it up: long-form posts, quick stories, videos. But stay true to your core values.
Unmtchd.: What does it take for brands to succeed on the overcrowded social media channels of today? How can brands cut through the noise?
Marta Moya: Well, it is a challenge indeed! I guess you have to be human. It’s not enough to push products anymore. People follow people, not companies. So, be approachable, be vulnerable, show the real side of your brand. I share everything from our creative process to behind-the-scenes moments, even our challenges. Authenticity cuts through the noise. Also, listen to your audience, respond to them, involve them. The best content comes from the community itself. And don’t try to be everywhere. Pick the platforms where your audience is and focus on being excellent there.
Unmtchd.: After having built multiple companies from scratch, what are some key branding lessons you believe all founders should know? Why is branding so important to build successful companies?
Marta Moya: Branding is your identity; it’s said that it is what people remember when you’re not in the room. From my companies to my personal brand (mostly on LinkedIn), I’ve learned that it’s all about being clear on who you are and what you stand for. As a founder, you need to lead with purpose. Every decision needs to reflect that. And the most important lesson would be: stay consistent. Your brand can evolve, but your core values should stay the same. Also, don’t be afraid to let your personality shine through. People want to connect with founders who are real and who believe in what they’re doing. When your brand is aligned with who you are, I realized it becomes magnetic.
