Valiá Papaspyrou Joins DeepL as Global Director of Performance Marketing and Campaigns

Valiá Papaspyrou has joined DeepL as Global Director of Performance Marketing and Campaigns, marking a new chapter in her career in digital and B2B marketing.

She brings experience across digital marketing, demand generation, account-based marketing, SEO and conversion rate optimization. Her appointment brings together several areas that have become increasingly connected as B2B companies look to build more coordinated approaches to growth.

Performance marketing itself is also evolving. The focus is no longer limited to generating clicks or optimizing individual campaigns. Marketing leaders are now expected to connect campaign performance with pipeline, customer acquisition and broader business outcomes, while working across multiple channels and increasingly complex buyer journeys.

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For global technology companies, this also means balancing scale with relevance. Campaigns need to perform across markets while adapting to different audiences, channels and stages of the buying process. This has made the connection between performance marketing, demand generation and campaign strategy more important.

Papaspyrou’s move to DeepL comes as marketing teams continue to rethink how they measure performance and build campaigns that contribute to long-term growth.

Her appointment reflects a broader shift in B2B marketing leadership, where roles are becoming more integrated and increasingly focused on connecting strategy, execution and measurable business impact.