Business
MASP Sponsorship and Female Leadership in B2B Marketing
Simone Justiniano details Delfia's MASP sponsorship, her teaching experience, and Black representation in B2B.
Simone Justiniano, marketing director at Delfia, breaks down the strategy behind sponsoring MASP based on genuine client interests. She also discusses teaching low-income students and navigating the challenges facing Black female leadership in tech.
Simone Justiniano, marketing director at Delfia, joined Bruno Gimenes on Marketing - The Podcast to discuss the strategy behind sponsoring MASP, her teaching experience in underserved communities, and her perspective as a Black female leader in the B2B tech industry.
In the video above, Justiniano details how Delfia announced its rebrand at the museum and how client research guided their cultural investment, challenging the stereotype that IT professionals only engage with gaming.
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The connection between MASP and brand positioning
The decision to partner with the São Paulo Museum of Art (MASP) started when the former Econocom rebranded as Delfia. The internal launch for the entire team took place in the museum's auditorium, establishing an immediate connection with the venue. Following that, the marketing team surveyed existing clients to identify their personal interests and lifestyle habits outside work.
"We assumed there would be a lot of interest in gaming, but no—culture and gastronomy came up strongly," explains Justiniano regarding the survey results. Beyond aligning the brand with a prestigious cultural institution, the partnership secured unlimited exhibition access for clients and employees. According to Justiniano, "art is closely tied to Delfia," drawing a direct parallel between an artist's creative process and the work done by the company's technical curators.
Practical teaching and budget management skills
During a career sabbatical, Justiniano chose to teach marketing and business administration at a vocational school serving low-income students. Encouraged by her siblings who were already educators, her goal was to share her corporate expertise with young people starting their professional journeys.
In the classroom, the curriculum focused on applying corporate concepts to everyday operational tasks. "One of the key things I taught my students was budget management. Even if you work as a receptionist or logistics assistant, being able to talk about costs gives you an edge," Justiniano highlights.
Representation and female leadership in the B2B market
Addressing the female presence in technology and complex B2B sales, Justiniano highlights the historical barriers women face in reaching strategic leadership roles. As the only Black female leader at the company, she reflects on the responsibility of occupying that space and inspiring new talent across the corporate world.
"Among the female leadership at the company, I am the only Black leader. So, it really feels like being a blue dot in a yellow ocean. And being that dot comes at a cost," Justiniano says. For her, female representation is vital to reshaping how the strategic role of marketing is valued in male-dominated corporate spaces.
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