<p>In an era defined by strict GDPR regulations and rising consumer expectations, integrating privacy into marketing strategies is increasingly essential. Theoretical discussions of privacy-centric marketing are abundant, yet empirical data on how marketing departments put privacy into practice remain scarce. This study addresses that gap by examining marketing managers’ privacy perceptions and how they implement key privacy processes, from privacy-by-design to enhanced data security, along with the supporting technologies necessary for their effective deployment. The study’s objective is to assess the implementation and perception of privacy-centric processes in marketing, asking whether privacy is treated merely as a compliance issue or as a strategic asset. Drawing on a theoretical framework grounded in GDPR principles and an extensive review of the literature, we conducted an online survey with 119 marketing managers in Spain. Our analysis reveals that although most companies acknowledge the importance of privacy, substantial gaps remain in the consistent application of these processes and technologies. Larger firms tend to exhibit more comprehensive practices than smaller ones, yet privacy is predominantly seen as a legal compliance obligation rather than a strategic differentiator. Notably, significant shortcomings in privacy-by-design implementation and limited use of critical technologies such as anonymization and cryptography underscore potential malpractice risks. By linking theoretical insights with practical applications, this study highlights the strategic potential of privacy beyond regulatory compliance. Our findings suggest that reframing privacy as a competitive asset can enhance consumer trust and drive innovation in marketing practices, offering actionable recommendations for managers navigating an increasingly privacy-conscious marketplace.</p>