Sara Pastor has over 15 years of experience in technology, e-commerce and digital advertising with a special focus in the travel industry. She is leading the Destinations business in Europe at ADARA, after having managed the Commercial Director in Europe. In her role, her mission is to help destinations become smarter and more sustainable. Before joining ADARA, Sara worked at LivingSocial, Travelzoo and Cisco Systems. She also serves as a member of the board of the Digital Club of ESADE University, is co-founder of the "Women in e-travel association, and has recently been recognised with the 2019 Executive Leader award given by the EveryWoman Foundation.