Paula Eiroa Varela

IoT platforms, energy efficiency and B2B marketing with both feet on the ground.

Who I am

I’m marketing manager at EcoMT —the engineering company that develops OTEA, the IoT platform for energy management and efficiency— and author of the technical content on otea.io. I’ve worked in marketing since 2012 and, since 2015, my focus has been on industrial and technology sectors: telecommunications, AI, IoT, Industry 4.0 and facility digitalization. I’m driven by a simple idea: making energy data and processes understandable so companies can act wisely and save energy.

What I do at OTEA and EcoMT

I define and execute the B2B marketing plan: content strategy, campaigns, product positioning and corporate communication.
I write and coordinate technical content (articles, guides, success stories) reviewed by the engineering teams to ensure rigor and applicability.
I align the commercial message with the technical reality: I work with engineering, data and software so that what we say is accurate and useful.

Professional background

EcoMT / OTEA (Jan. 2021 – present) · Marketing manager. Marketing, communication and sales support (HubSpot), metrics and technical content on energy efficiency.
cinfo (Sept. 2015 – Dec. 2020) · Marketing specialist. Launch of new technology products (AI, IoT, metadata, Industry 4.0), email marketing campaigns, analytics/KPIs, internal processes and trade-show organization.
R Cable y Telecomunicaciones (Jun. 2012 – Sept. 2015) · Business development and marketing. Internal content management, in-store corporate identity, sales materials and audiovisual projects. Previous experience in marketing & social media in the business area.

More than 13 years bridging technology, business and communication.

How I approach communication

Rigor first: every data point is backed by regulations, standards or real project experience.

Clear language: no unnecessary jargon and no misleading oversimplifications.

Practical use: examples, metrics and actionable instructions.

Transparency: if something doesn’t fit every case, it’s explained.

Education

Degree in Advertising and Public Relations – Universidade de Vigo. Séneca (Universidad de Cádiz) and Erasmus (Università degli Studi di Teramo) scholarships.
Master’s in Audiovisual Production and Management (MPXA) – La Voz de Galicia Media School.
Executive Master’s in Strategic Marketing Management 2.0 and Social Media – IEBS (2014‑2016).

Advanced GA4 Course – KSchool (2023).
Data visualization certifications (Tableau) – Coursera (2017).
Industrial pattern making – Goymar School of Design and Fashion (2017‑2019). (Yes, I’ve sewn patterns too: curiosity comes first.)

A commitment to accuracy

Everything I sign off on is reviewed by EcoMT’s technical teams and backed by current regulations, recognized standards and real data. Without accuracy there’s no trust.