OMD Appoints Natalia Alvarez Sandoval as Manager, Digital Activation

Natalia Alvarez Sandoval has joined OMD as Manager, Digital Activation, taking on a role focused on digital media activation within the agency.

The appointment comes as digital advertising continues to become more complex, with brands managing campaigns across search, social media, programmatic advertising, video, connected TV, and other digital channels. The growing number of platforms and data sources has increased the importance of effective campaign activation and optimization.

Digital activation sits at the point where media strategy is translated into campaign execution. The function typically involves coordinating digital campaigns, monitoring performance, working with media and technology platforms, and using data to make adjustments throughout the campaign lifecycle.

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Sandoval’s move to OMD comes at a time when digital media is also being reshaped by artificial intelligence and automation. Advertisers and agencies are increasingly using AI-powered tools for audience analysis, targeting, optimization, forecasting, and reporting. These developments are changing how digital campaigns are managed and how quickly teams can respond to performance signals.

Measurement remains another important consideration. As advertisers distribute budgets across multiple digital environments, marketing teams are looking for clearer visibility into campaign performance and the contribution of individual channels. Digital activation teams therefore increasingly work alongside analytics, strategy, and client services functions.

The role also requires navigating a changing privacy and data environment. Changes to identifiers, consent requirements, and the growing use of first-party data are influencing how advertisers approach audience targeting and measurement.

For agencies, digital activation has consequently become more than simply executing media plans. Teams need to balance platform capabilities, audience data, campaign objectives, measurement requirements, and evolving technology.

Sandoval’s appointment reflects the continued development of digital media roles within the agency sector as marketers adapt to increasingly technology-driven campaigns.

For the wider MarTech and AdTech ecosystem, the move highlights the growing intersection of media activation, data, automation, and AI. As digital advertising continues to evolve, professionals responsible for turning strategy into measurable campaign activity remain an important part of the marketing technology landscape.

The appointment adds another digital media professional to OMD as the industry continues to adjust to new platforms, technologies, and changing advertiser expectations.