Irene Lopez

Design of Paid Media strategies for campaigns in programmatic and direct environments, with a special focus on Retail Media and display campaigns at CPA and CPM. Activation on platforms such as Xandr, Equativ (Curator), Google Ad Manager (GAM) for direct and programmatic Deals (PG, PMP, PD). Analysis of results and reporting for clients in the retail sector, including in-app campaigns with Lidl. Comprehensive supervision of the planning, execution, and optimization process in Paid channels.

Management of Paid Media campaigns on Social Ads (Meta, Google, YouTube) and DSPs such as DV360, Xandr, The Trade Desk, Adform, Zemanta. Responsible for briefing, activation, monitoring, optimization, and delivery of results to the client. Planning of audiences and channels according to funnel and objectives. Support for the commercial team to grow investments through performance and data-based proposals. Development of dashboards in collaboration with Data Science for KPI presentation.

Design of data-oriented Paid Media strategies and advanced segmentation. Activation in programmatic (DV360, TTD, Xandr) and coordination with Social Ads (Meta, YouTube). Implementation of technological use cases (audiences, tags, advanced measurement). Management of data partners (DMPs, external providers) and definition of KPIs. Collaboration with strategy, AdOps, and analytics to ensure efficient and measurable campaigns.