“Running is like a silly superpower most people don’t need” I may not have needed running before I started, but I cannot imagine not having the sport now. Running has taught me that I am so much stronger than I thought I was, physically, mentally and spiritually. I love being able to channel that “superpower” on those days when I truly need to be my own hero.”
- Rebecca Jussila
Victoria Lara is the founder and Chief Executive Officer of Lara Media Services. Lara Media is the only Latina woman owned media agency in the Pacific Northwest.
Victoria was born in Chihuahua, Mexico. She studied business marketing & administration at Chihuahua State University. After graduation, she opened her first Advertising and Travel Agency, in her home state of Chihuahua. She had the opportunity to travel to Europe and South America, where she experienced new cultures and learned that her values were really no different than others.
In 1995, Victoria decided to immigrate to the US and enrolled in an English immersion program at Colorado Community College in Trinidad. She relocated to Vancouver, WA with her brother Antonio in 1996, where she completed her English program.
Prior to the creation of Lara Media, Victoria was responsible for the administration and marketing of several Mexican Restaurant chains in Vancouver, WA. She also worked at Larson Advertising Agency, the only advertising agency in the Northwest that offered demographic analysis and insight into the area’s Latino Culture. She served in a variety of roles which culminated in her being responsible for all content and business decisions for the Latino Community.
The growth of the Latino Community and the potential for culturally sensitive engagement prompted her decision to open her own agency, Victoria Lara Hispanic Advertising, later renamed to Lara Media Services.
Victoria’s primary responsibility is the day-to-day management of Lara Media operations as well as directing several media campaigns. Victoria is responsible for bringing marketing innovations to all aspects of Lara Media clients & business including systems, delivery, internal & external processes and communications. As a media director, Victoria planned and bought over millions dollars of advertising in television, online, outdoor, direct marketing, and professional and consumer print channels.
She believes that in order to navigate the complexities of today’s media landscape, media professionals should have a comprehensive understanding of the Latino Market and only a person who lives the same challenges everyday can understand and reach them in the right way.
Victoria is also a tireless advocate for the Latino Community. She works to provide resources and services that connect the Latino Community with state and federal agencies along with businesses.
Victoria serves in a wide variety of committees that are instrumental in effecting positive change in the Latino community and she shares her passion, insight, creativity and wealth of experience with anyone who wants to serve people in need.
Her passion comes from her spirituality, family, coworkers and friends. She knows that life never stops, no matter what happens she will continue working tirelessly toward her mission.