Bernardo Lares: strategy, execution, and marketing mix modeling

In the latest episode of Desde el búnker, we had the pleasure of speaking with Bernardo Lares, a digital marketing expert who shared with us, in a friendly and sincere way, how he navigates the day-to-day challenges of strategy and execution. With experience managing campaigns on platforms like TikTok, Meta, and Google, Bernardo is clear that his work goes beyond the glossy

"It's like the least sexy part of social media," he says with a smile, highlighting the importance of impeccable execution and measurement to achieve concrete results. In an environment where every decision counts, his focus is on maximizing the impact of investments, connecting with the right users, and boosting sales.

During the talk, Bernardo also spoke about the growing value of Marketing Mix Modeling (MMM). With changes in privacy regulations limiting access to individual data, models like MMM have become essential: “With less direct access to data, MMM allows us to evaluate the impact of each channel more strategically and comprehensively.” This approach helps brands make smarter decisions without relying exclusively on user-level data.

Bernardo also shared a very valuable piece of advice for startups: the key is to prioritize profitability before thinking about rapid growth. As he explains, "In reality, what a business needs to show today is that its book value is profitable." Finding a sustainable niche is essential to building a solid foundation before expanding.

🎧 We invite you to listen to this episode filled with inspiring insights and experiences. Learn how strategy, execution, and tools like Marketing Mix Modeling can make a difference in a constantly evolving digital world.