LARA VARGAS
product marketing
trend research
brand strategy
influencer strategy
digital marketing
PROJECT MANAGEMENT
DATA ANALYSIS
product marketing
I believe in product marketing as a tool to connect a product to the people that it was made for.
At REIT I owned positioning for the company's offerings and built the campaigns behind them.
The strategy drove €4M in revenue in five months and 1 million impressions in 30 days.
With my own brand, Odissea, I did it from zero: defining what the products were, who they were for, how they were positioned and priced, and how they reached market, landing a 295% annual ROI.
IAGR11 · Real-estate fund
web & campaign
Odissea
brand & content strategy
As part of the team behind BFA's alternative-channels strategy, I develop a campaign designed to shift customer behavior away from in-branch visits toward the app and digital channels.
The strategy ran 360 across TV, social media, outdoor, and radio.
Results are still rolling in as the campaign continues.
BFA/BPI
alternative channels campaign
TREND RESEARCH
Spotting what's ahead of the curve is what I love most.
Across spirits, food & beverage, fashion, and lifestyle, I've built a practice of tracking cultural and youth behavior shifts.
At Bombay Sapphire, that research-led approach grew the audience from zero to 13,000 followers and 15% volume growth rate in a year.
At ZEIT, it shaped brand strategy for fashion, beauty, and luxury clients.
More recently, I've applied trend forecasting to campaigns for brands like McDonald's, turning what's popping in culture and media into messaging.
brand strategy
I work from positioning outward: mapping what the brand stands for and who it's for, then let that drive the identity, tone, and every touchpoint.
I've done it from zero for clients across fashion, banking, and food & beverage, including shaping how a brand like McDonald's shows up for younger audiences, translating what's happening in culture into messaging that feels native rather than forced.
I have also worked on rebrandings that aimed to give established names a fresh direction.
DIGITAL MARKETING
Digital marketing is where strategy meets the numbers. I run multi-channel campaigns across social, web, SEO/SEM, paid media and email, staying close to the data to see what's actually landing.
At REIT that meant €4M in revenue in five months, 1M impressions in 30 days, and 60% email open rates against a 10% industry average.
I've also built and launched several websites, handling the project management from design and UX to SEO and domain management.
INFLUENCER MARKETING
To support and amplify brand strategies, I map and partner with influencers who can genuinely represent each client's brand.
The goal is to maximize engagement and impact while delivering on three fronts: keeping content authentic so it honors each creator's unique voice; exploring innovative formats with real viral potential; and building relevance so audiences connect naturally with the content, and ultimately the brand.
Having worked in influencer marketing across industries and products, I've developed a strong sense of what each market and brand actually needs .
