Lara’s extensive experience in digital media includes brands like AOL, Disney, Telegraph, and Auto Trader. Lara considers herself first and foremost an analyst with deep roots in using data to drive strategy and decision making.
Most recently, Lara and her team launched Auto Trader’s first data management platform, modernised its programmatic trading business, built an in-house media buying team and developed a commercial strategy for the company’s automotive intent data. In 2018, Lara’s team of analysts received an award for ‘Best Use of Data’ for an innovative insights project using first party demand data to challenge long-standing conventions in the automotive industry.
Lara is a regular speaker and panellist at advertising technology and digital marketing events. She is an advocate for diversity and commercial sustainability in the industry. Lara was recently named to the 20 Women in Data, TheDrum Digerati, and 50 Women in Ad Tech lists. Lara is also a volunteer mentor with Bloom UK, which supports young women in the media and communications industry, and a non-executive digital marketing advisor for the charity, Children of the Mekong.
“The PMAs are an integral part of the performance marketing industry and provide a stage for companies excelling in affiliate and performance sectors to receive reward for their hard work and innovation. As the headline sponsor, Impact was proud to support the PMAs as it is 100% dedicated to celebrating the success of a sector which continues to exceed expectations in terms of both revenue and results for marketers.”— Julia Smith, Director of Communications EMEA, Impact
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