In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe. By sharing thoughts and stories, we hope to inspire and encourage more women to pursue careers in digital advertising, and showcase the collective impact of our team.
Today, we’re excited to introduce Nicole Laleva. Originally from Bulgaria and based in Brussels, Nicole is our Marketing & Events Coordinator who manages our event planning and execution. She also contributes to marketing strategies that boost engagement and build strong industry connections. Here’s what Nicole had to say.
Q. What inspired you to pursue a career in the digital advertising and marketing industry?
For me, advertising was never just a career choice - it was a calling driven by my passion for storytelling, creativity, and human connection. Like many, my fascination began in childhood, mesmerised by ads and dreaming of one day starring in them or movies. But as I grew, I realised the true magic wasn’t in front of the camera - it was behind the scenes, where ideas take shape, strategies unfold, and brands connect with people in powerful ways.
That spark has never faded. Whether bringing events to life or crafting impactful marketing campaigns, my passion for this dynamic industry continues to grow, fuelled by its endless possibilities and ever-evolving nature.
Q. How does IAB Europe promote inclusivity within its teams and initiatives?
Even though I’m still relatively new to the team, IAB Europe has already felt like more than just a workplace - it’s a welcoming community where I’ve found not only colleagues but real friends. Moving from another country, I wasn’t sure what to expect, but the support, inclusivity, and encouragement I’ve experienced here have made me feel at home from day one.
With a female CEO and strong women in leadership positions, inclusivity isn’t just a goal; it’s part of our DNA. Across our events, working groups, and thought leadership, we strive for balanced representation, ensuring every voice has a place in shaping the future of digital advertising.
Q. What aspects of your work do you find most fulfilling, and why?
I believe life is a compilation of events, and some people have the unique ability to make those moments truly special. In my role, I thrive on doing just that - whether it’s organising unforgettable industry events or crafting marketing initiatives that spark meaningful conversations. We strive to make each event an experience that inspires and connects people in lasting ways. Watching something come to life, from the first idea to its final execution, and knowing it’s made an impact is incredibly rewarding. And the best part? I get to do this alongside a talented, supportive team that turns every challenge into an exciting opportunity to grow and create something extraordinary.
Q. What advice would you give to young women aspiring to join the digital advertising ecosystem?
When you were little you never imagined that the dream of one day being part of something creative would lead you to a career in digital advertising. Sometimes, life’s journeys take us to unexpected places, places that turn out to be even more fulfilling than we ever imagined.
If you're passionate about this industry, trust in your voice and have the courage to follow where it leads. This field thrives on bold ideas, fresh thinking, and diverse perspectives, so take that step forward. Seek mentors, stay curious, and embrace the challenges that will fuel your growth.
Above all, find an environment that supports and values you, because being in the right place can help you unlock your fullest potential.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
