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Lorena Fernández Parra has been working in the digital marketing sector since 2013. In 2013, they participated in a two-month project developed by a bank entity in order to boost the sales for a credit service as a Commercial Sales at SALESLAND. Lorena also completed a Working Exchange Program as a Marketing Intern at CENTRE INTERNATIONAL D'ANTIBES. In 2014, they worked as a Customer Care Service at Decathlon International. In 2015, they were an Affiliate Program Manager at Mobusi, where they developed their skills for the management of relations with international clients and the development of new business opportunities. In 2016, they were an Affiliates Director at Add Value Media, leading the publishers team and developing growth strategies. In 2017, they co-founded and became the COO of Doozymob, managing all departments and having a positive attitude and solving problems. In 2018, they joined GroupM as an Account Manager, planning digital strategies, analyzing and optimizing campaigns, and giving advice about every step from the drafting of an advertising strategy through the activation of the campaigns and the post-campaign analysis. Currently, they are the Head of Sales at Urban Campus, in charge of the whole Sales process for the different Urban Campus spaces. Her entrepreneurial experience allows their to analyze the needs of the clients and accompany them through the whole customer journey. Lorena is also in charge of the CRM management and the optimization of the sales processes through marketing and sales automation.

Lorena Fernández Parra completed their Bachelor's degree in International Relations from Universidad Rey Juan Carlos in 2016. Lorena also completed a course in Overview of US Law from Institute of International Juridical Studies and New Mexico University. In 2020, they enrolled in a Master's degree program in Digital Marketing and e-commerce from ENEB - Escuela de Negocios Europea de Barcelona, and is currently pursuing a Master's degree in Project Management from the same institution. In addition, they have obtained certifications from HubSpot in Email Marketing and Inbound, TOEIC from ETS Global B.V., Curso superior compra-venta programática & data from IAB Spain, and Microsoft Office Specialist 2010 (MOS) from Microsoft.