Digital marketing professional specialized in Paid Media and full-funnel strategies. With solid experience leading lead generation and e-commerce campaigns, I combine creativity and data analysis to deliver measurable results. I’ve worked across programmatic buying and omnichannel advertising,including DOOH, CTV, and digital audio with a strong focus on B2B strategies and lead scoring. My focus is on process optimization, data-driven decision-making, and adopting AdTech innovations that enhance efficiency and automation. I also teach courses on Artificial Intelligence applied to Marketing and Programmatic Advertising, sharing my passion for innovation and continuous learning.…

Lara Borrego

Digital marketing professional specialized in Paid Media and full-funnel strategies. With solid experience leading lead generation and e-commerce campaigns, I combine creativity and data analysis to deliver measurable results. I’ve worked across programmatic buying and omnichannel advertising,including DOOH, CTV, and digital audio with a strong focus on B2B strategies and lead scoring. My focus is on process optimization, data-driven decision-making, and adopting AdTech innovations that enhance efficiency and automation. I also teach courses on Artificial Intelligence applied to Marketing and Programmatic Advertising, sharing my passion for innovation and continuous learning.…

Available to hire

Digital marketing professional specialized in Paid Media and full-funnel strategies. With solid experience leading lead generation and e-commerce campaigns, I combine creativity and data analysis to deliver measurable results. I’ve worked across programmatic buying and omnichannel advertising,including DOOH, CTV, and digital audio with a strong focus on B2B strategies and lead scoring.

My focus is on process optimization, data-driven decision-making, and adopting AdTech innovations that enhance efficiency and automation. I also teach courses on Artificial Intelligence applied to Marketing and Programmatic Advertising, sharing my passion for innovation and continuous learning.

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Language

Spanish; Castilian
Fluent
English
Advanced

Work Experience

Head of Paid Media at SIDN Digital Thinking
January 1, 2022 - Present
Responsible for planning and implementing full-funnel Paid Media strategies, with a comprehensive focus on lead generation and qualification (lead scoring). Experience in managing e-commerce campaigns, programmatic buying (RTB, DSPs), and omnichannel advertising across formats such as DOOH, CTV, and digital audio. Proven leadership in managing cross-functional teams, optimizing internal processes. Advanced data analysis and reporting skills, focused on generating actionable insights. Expertise in implementing Ad Tech solutions, prioritizing efficiency, automation, and campaign scalability.
Optimization and Performance Analyst at Smartclip (ATRES MEDIA GROUP)
December 31, 2022 - October 6, 2025
Optimization and performance analysis across a wide media network. Inventory forecasting, data-driven budget allocation, and development of detailed campaign reports. Proficient in Ad Tech platforms (Ad Manager 360, Xandr, Google Display & Video 360, etc.).
Instructor / Lecturer at KSchool
January 1, 2022 - Present
Training in AI Applied to Digital Marketing and AI Applied to Business: responsible for teaching the course Artificial Intelligence Applied to Programmatic Advertising, focused on use cases, emerging tools, and campaign automation.
Lecturer (Programmatic Advertising) at EPMD – Master’s in Digital Marketing
December 31, 2022 - October 6, 2025
Responsible for the Programmatic Advertising class, covering fundamentals to advanced media buying strategies and the Ad Tech ecosystem. Digital marketing professional specialized in Paid Media and Full Funnel strategies. Experienced in lead generation campaigns, e-commerce, programmatic buying, and omnichannel advertising across formats such as DOOH, CTV, and digital audio.

Education

Master’s in Digital Marketing and Web Analytics at INESDI / Universidad de Málaga
January 1, 2017 - December 31, 2020
Tourism Degree at Universidad de Málaga
January 1, 2012 - December 31, 2016

Qualifications

Add your qualifications or awards here.

Industry Experience

Education, Professional Services, Energy & Utilities, Financial Services, Healthcare, Real Estate & Construction, Retail, Non-Profit Organization, Travel & Hospitality, Consumer Goods
    paper Lead scoring and value-based optimization in Google Ads

    I combined lead scoring with direct product purchases to optimize performance based on value rather than volume. Using data from the CRM, I assigned each lead a score according to its conversion potential and purchase behavior. This information was integrated into Google Ads through offline conversion imports, allowing the algorithm to focus on high-value leads and actual buyers instead of simply maximizing form completions.

    By shifting the optimization goal to conversion value, we improved ROI and reduced acquisition costs, ensuring the budget prioritized users with stronger intent and higher lifetime value.