Amaya was elevated to the role of CEO in 2019 after 3 years as Head of Planning and Strategy in Madrid where her team made significant contributions to business growth and reputation in addition to winning numerous Gold Effies. Originally from Madrid, she received an honors degree from Humberside University, UK in European Business Administration.
Amaya began her career in marketing in 1996 at BDDP/Mancebo Kaye. She has also worked at Spanish agencies TBWA, SCPF, and Publicis Casadevall Pedreño. While still a student she interned at BBDO Contrapunto in Madrid and at Price Waterhouse, London.
Amaya joined LOLA in 2006 as part of the founding team. She has led the Planning and Strategy department for brands that include: Unilever´s Magnum, Cornetto, Fruttare, Signal and Rexona; Heineken´s Buckler 0`0, Shandy, Radler; San Miguel and Pescanova.
Throughout her career she has also worked with notable an award winning clients such as: Ikea, ING Direct, Hasbro, ONCE, Herbal Essences, Michelin, McCain, Aprilia, BBVA, Altadis, Vodafone, Campofrío, San Miguel, TriNa, V bebida energética, Telecinco, Knorr, Banesto y Click Seguros.
Amaya is an active member of the APG and served on the 2016 Spanish Effie jury. She is highly respected professional in her field and has led numerous research and development projects, including Entertechment, which was recently featured in Adweek USA and most notably Heart to Heart which she presented at the Eurobest Festival in Portugal. She is a mother of three and spends her free time in the great outdoors.