As a Lead Executive Producer of Craft Madrid, Paloma is responsible for the development of integrated production for international and national clients like Ikea, Santander, Coca Cola or Mastercard. She lead the integrated campaigns with needs in broadcast, digital, experiential and print production at the same time. She has been running this department in Craft since January 2019.

Prior to joining Craft, Paloma has worked in fiction, television, but mostly in advertising production. Before joining craft team, she has worked for GTB London as a head of integrated production and experiential developing innovation productions. Before she was head of experiential at Ogilvy for three years working for clients like Ford, Iberia and Cruzcampo. She has been on juries in national and international festivals like Cannes Lions, Inspirational, Ojo de Iberoamérica, El Dorado or CdeC. Some of her work has been awarded in Cannes Lions, DA&D, One Show and FIAP.

She is very passionate about her work living the projects since the strategy until the end, hand by hand with the whole team.