She walked into the store, picked up a bag, and with a single post, turned a simple shopping trip into a viral sensation. It was 2024, and TikTok was buzzing. In Madrid, one of Spain’s biggest influencers, @riverss, casually showed off her latest AliExpress finds—trendy outfits, stylish accessories, all curated to perfection. But this wasn’t just another haul video. It was part of AliExpress’s "AliAddict" campaign, a carefully orchestrated marketing move designed by the agency SamyRoad to dominate Gen Z’s social feeds.
The result? A wildfire of engagement. Thousands of users flooded the platform, recreating her looks, debating the best finds, and ultimately driving AliExpress to the top of Madrid’s fashion conversation. This wasn’t luck. It was the work of a strategic, data-driven influencer marketing agency that knew exactly how to turn a moment into a movement.
Behind every viral campaign, there’s a mastermind—an agency leader who understands psychology, culture, and timing. And in Madrid, a city that’s become a global hub for influencer marketing, some CEOs stand out as the architects of these digital revolutions. Who are they? These are the Top 9 CEOs of Madrid influencer marketing agencies.
Top CEOs of Influencer Marketing Companies in Madrid
In Madrid, influencer marketing isn’t just an industry—it’s a cultural force driving brand success through innovation, storytelling, and digital strategy. At the helm of this transformation are visionary CEOs, leading influencer marketing firms that are redefining how brands connect with audiences. Their expertise, creativity, and data-driven approaches are setting new standards in the digital marketing landscape.
1. Juan Andres Elhazaz Walsh
Juan Andres Elhazaz Walsh isn’t just leading SAMY Alliance—he’s redefining what it means to be a global player in influencer marketing. With a career spanning eight countries and powerhouse brands like L’Oréal, Procter & Gamble, and LVMH, he’s brought a wealth of expertise to SAMY Road, first as COO and now as CEO.
Under his leadership, SAMY Alliance has skyrocketed from a promising startup to a global force with over 400 employees across 15 countries. And it’s not just about size—Elhazaz is steering the company with a blend of data-driven strategy and creative storytelling, making it a go-to partner for brands looking to win in the digital age. His recent acquisition of Finnish agency Kurio is proof of his commitment to innovation, further strengthening SAMY’s position in social media marketing.
SAMY Alliance’s international reach and expertise make it a name to watch in the Spanish market. With Elhazaz at the helm, expect SAMY to continue shaping the future of influencer marketing—not just in Madrid, but worldwide.
2. Juan Romero de Terry
Juan Romero de Terry didn’t just launch an influencer marketing agency—he built a top-10 powerhouse from the ground up, starting as a class project and turning it into Hello Monday, one of Spain’s most recognized agencies. Alongside co-founder Willy Vázquez, he has crafted a firm that has executed over 500 campaigns, sparked millions of interactions, and helped brands gain tens of thousands of followers—all while outpacing agencies backed by high-profile influencers.
With a client list boasting names like Manolo Bakes, Atresmedia, and Sixt Car, Hello Monday has made waves in multiple industries, from fashion and food to gaming and entertainment. But the agency’s strength doesn’t just come from big brand deals—it’s in its deep connections with top-tier influencers. Whether it’s football stars like Borja Iglesias, gaming icons like Team Heretics, or music personalities like DJ Nano, Romero de Terry has positioned Hello Monday as the go-to bridge between brands and talent.
While its presence in Madrid isn’t well-documented, Hello Monday’s rapid growth and influence in European influencer marketing suggest it’s a name that could soon be making an impact on Italy’s vibrant digital scene.
3. Sergio Barreda Coy
Sergio Barreda Coy is redefining how brands connect with their audiences. As the founder and CEO of Keepers, he has built a digital powerhouse that crafts innovative campaigns for top national and international brands. With a deep background in trade marketing, communication, and community management—honed at Heineken España and A Plus Field Marketing—Barreda brings both strategic expertise and creative vision to the influencer marketing space.
But he doesn’t stop there. As the leader of Keyz Talents, he’s also shaping the future of influencer representation, focusing on authenticity and impact over follower count. His approach? Quality over quantity—he’s been clear about his standards for representing influencers, ensuring his agency stays ahead of the game.
While Keepers' presence in Madrid isn’t widely documented, its international collaborations cement its position on other markets, like the Italian.
4. Estefanía Turégano Calderón
With 17 years of experience in digital marketing, Estefanía Turégano Calderón has built Ella Digital into a powerhouse agency that blends brand coaching, talent management, and cutting-edge marketing strategies to create authentic, high-impact campaigns.
What sets Turégano apart? She doesn’t just strategize—she educates. Through ELLA Talks, her innovative interview series, she highlights best practices in influencer marketing, shaping the industry’s future while providing brands and creators with insider knowledge.
Ella Digital’s international reach suggests potential influence in Madrid's competitive influencer marketing scene. Turégano’s ability to merge data-driven strategy with human connection makes her a leader to watch—both in Spain and beyond.
5. Vanessa Contreras López
Vanessa Contreras López is not just the CEO of Bluemice—she’s the mastermind behind one of Madrid’s most innovative influencer marketing and event agencies. With a background in brand strategy at global companies like Inditex and PR1ME Aquila Partners, she blends corporate expertise with a bold creative vision, redefining how brands engage with audiences.
Bluemice is more than an agency; it’s an experience factory. Specializing in corporate events, influencer marketing, and content production, Contreras and her team craft immersive campaigns that go beyond the typical social media strategy. By seamlessly integrating live events with influencer collaborations, Bluemice maximizes brand impact both online and offline—a strategy that has made it a standout in Madrid’s marketing scene.
While its reach is primarily centered in Spain, Bluemice’s fresh approach and growing influence enable it to expand further into international markets. Under Contreras’ leadership, expect this agency to continue pushing the boundaries of experiential marketing, influencer engagement, and brand storytelling.
6. Luis Javier Díaz Iglesias
With over 25 years in marketing—including leadership roles at Vodafone, Telefónica, and Sony—Luis Javier Díaz Iglesias knows the industry inside and out. But in 2017, he took his expertise to the next level, launching H2H - Human to Human, a Madrid-based influencer marketing agency that blends creativity with a 100% analytical approach to ensure real, measurable ROI for brands.
Under his leadership, H2H has executed more than 2,500 campaigns, making it one of Spain’s most respected influencer marketing firms. His commitment to transparency and data-driven results sets the agency apart, proving that influencer marketing isn’t just about likes and follows—it’s about impact. One of H2H’s standout projects, La Falsa Influencer ("The Fake Influencer"), even earned the Efficacy Award for Best Earned Media Campaign, reinforcing its reputation for innovation.
Beyond running H2H, Díaz Iglesias is also a thought leader in the industry. His book, Soy Marca. Quiero trabajar con influencers reflects his deep understanding of brand-influencer dynamics.
With Madrid as its home base, H2H is already a major player in Spain’s influencer marketing scene—and with Díaz Iglesias at the helm, its influence is only set to grow.
7. Alba Pariente Bueno
Alba Pariente Bueno isn’t just running an influencer marketing agency—she’s redefining how brands build authentic connections with their audiences. As the co-founder and CEO of Olympia Marketing, she has crafted a digital advertising powerhouse that blends influencer marketing with brand consultancy, event management, and social media strategy.
What sets Olympia apart? It’s not about quick collaborations—it’s about meaningful partnerships. Pariente Bueno’s team focuses on creating campaigns that feel natural, ensuring influencers genuinely align with the brands they represent. This approach has attracted major names like H&M, Garnier, Dunkin’ Donuts, Amazon, and Bershka, proving Olympia’s ability to deliver high-impact, cross-industry campaigns.
Beyond running the agency, Pariente Bueno brings her own influencer expertise to the table. With a background in content creation and audience engagement, she understands both sides of the industry, allowing Olympia to craft strategies that resonate with both brands and consumers. As a key player in Madrid’s influencer marketing scene, Olympia is shaping the industry with its fresh, human-first approach.
8. Jacobo Carmona
Jacobo Carmona has carved out a niche in the influencer marketing industry that few have mastered—corporate influence. As the co-founder and CEO of Fluence Leaders, he has transformed how brands approach LinkedIn thought leadership and executive branding, making his agency the go-to partner for corporate influencer marketing in Madrid.
With a background rooted in technology, financial consulting, and business strategy, Carmona approaches influencer marketing with a level of analytical precision rarely seen in the industry. His career path, which includes leadership roles at Huecco Incubator, Flyt!, and Impacto Magazine, has given him a unique ability to blend business intelligence with creative storytelling. This expertise has been the foundation of Fluence Leaders, which since 2017 has helped businesses amplify their presence and credibility through corporate influencers.
Unlike traditional influencer agencies, Fluence Leaders focuses on leveraging industry professionals, executives, and thought leaders to drive meaningful engagement on LinkedIn and corporate social media. The agency boasts a carefully curated network of over 300 business influencers, collectively reaching more than 28 million followers. With over 500 successful marketing activations, Carmona and his team have redefined how brands establish authority in the digital space—turning key executives into powerful voices that build trust and drive conversions.
Under his leadership, Fluence Leaders has become one of the most innovative agencies in Madrid’s marketing landscape, setting new standards for B2B influencer strategies.
9. Carlos López Fernández
At the helm of Lua Group, Carlos Lopez Fernandez has transformed the company from its early days as Numu into a powerhouse in influencer and celebrity marketing, driven by cutting-edge technology and smart acquisitions.
His approach to growth is anything but conventional. By acquiring Target34 and Bite, he has positioned Lua Group as a dominant force in Spain’s digital marketing ecosystem. But the real game-changer? The proprietary technology he has spearheaded—an advanced platform that automates influencer discovery, campaign execution, payment processing, and real-time brand-creator communication. This data-driven system isn’t just about efficiency; it’s about empowering brands and agencies to build smarter, results-driven partnerships at scale.
And the impact is undeniable. Lua Group has established over 100 agency partnerships, collaborated with more than 200 brands, and launched over 1,000 successful influencer campaigns in just the past year. With 75% of its revenue tied to influencer and PR agencies, the company has become an essential partner for marketing firms looking to streamline their operations while maximizing campaign effectiveness.
CEOs Redefining Influence: The Firms Shaping Madrid’s Marketing Future
From sneaker drops that shake the streets to high-impact digital campaigns, Madrid’s influencer marketing CEOs are rewriting the rules of engagement. These leaders are not just running agencies—they are building powerhouse marketing firms that blend strategy, creativity, and data to drive brand success. Whether it’s influencer services, event-driven activations, or cutting-edge tech solutions, these CEOs are proving that Madrid is more than a hub—it’s a global force in digital marketing. As the industry evolves, expect these visionary leaders to keep pushing boundaries, shaping trends, and setting the standard for what’s next in influencer marketing.
