Meet Lucas Wiese, Kevel’s Strategic Account Manager who supports clients across the EMEA and APAC regions. Based in Madrid, Lucas brings a global perspective and deep expertise in retail media to his role, helping customers unlock their full advertising potential. Known for blending data-driven strategy with a consultative approach, he works closely with Kevel’s partners to craft high-impact monetization strategies that grow ad revenue and drive long-term success.
For Lucas, one factor stood out above all in his decision to join Kevel: culture.
“What brought me to Kevel was the culture, 100%,” he shares. “I was looking for an environment that trusted its people and had that sense of balance and respect. We’re all adults, and I wanted to be somewhere that truly reflected that.”
As he moved through the interview process, Lucas quickly sensed that Kevel was different — especially in how team members talked about leadership. “Everyone had great things to say about James, which really stood out to me. It’s rare anywhere that everyone likes the CEO — I'd never experienced that kind of admiration before.”
At Kevel, Lucas focuses on two core priorities: expanding and retaining customer accounts.
“The main responsibility is making our customers successful,” he explains. “Each customer is at a different stage in their advertising journey. Some are just launching their ad business, while others may not know much about ads yet — but they understand the revenue potential.”
Lucas views his role as bridging the gap between technology provider and strategic partner: “We’re not just offering great tech to help our customers launch, but also helping them unlock the full potential of their ad business.”
His day-to-day involves a mix of data analysis, close collaboration with Customer Success Managers (CSMs), and building strategic plans that improve performance and drive growth. “I spend a lot of time analyzing the data we have from our customers — which is plenty. I look for trends: Are they growing? Are they facing challenges? For example, are they increasing their ad placements but not seeing a rise in impressions?”
Lucas’ TLDR: “I help customers understand, from a commercial perspective, how to work with advertisers, how to sell ads more effectively, and I bring all the insights I’ve gained from previous roles.”
“I love analyzing data,,” Lucas shares with a laugh. “It sounds weird, especially because I’m in sales — and salespeople usually don’t like data. They like talking to customers.”
His analytical mindset and investigative work ethic sets Lucas apart. “I like finding insights or opportunities that other people don’t see,” he says. “I love digging into data, analyzing, making formulas, and finding gray areas. I could spend hours building charts. For me, that’s fun.”
For Lucas, the most rewarding moments come from helping customers grow their ad revenue — especially in emerging markets. His proudest achievements are when he’s able to increase a customer’s ad revenue and help grow their ad business, particularly when they started with no prior monetization experience.
“I help customers in LATAM or APAC regions — where retail media markets are still developing — learn how to work with advertisers and sell ads more effectively,” Lucas explains. “I can change a company’s strategy and start delivering results just by showing them where to focus their resources.”
Lucas’s extensive background in advertising gives him a sharp understanding of client challenges. “I know exactly, from the commercial side, what they’re struggling with — how they’re selling, what advertisers are asking for, and what they need to do to attract more investment than their competitors,” he says.
Lucas points to “We are all adults” as his clear favorite Kevel value. “It’s about having the freedom to manage your own time,” he says. “It empowers us to take ownership and drive results in our own way. To me, that sounds logical, like it should always be the case, but it’s surprisingly very rare across the industry.”
“We are all adults: We believe in creating structures and processes that allow people to work the way that they work best. We want to minimize bureaucracy and red tape in favor of creating an environment that fosters both professionalism and humanity in how Kevelers interact.”
- Kevel Constitution & Values
Travel tops Lucas’s list of passions outside the office — closely followed by sports.
“I love two things: traveling and sports,” he shares. “In the last two or three months, I’ve taken probably six or seven trips — some for work, some personal. It can be exhausting, but it’s also incredibly rewarding.”
Originally from Argentina, Lucas moved to Europe largely for the travel opportunities. “One of the main reasons I moved to Europe was to be in a place where I could visit many countries in just a year or two. You can hop on a train and, in an hour, be in a completely different country — which is mind-blowing to me. In Argentina, you can drive for an hour and still be in the same city.”
Outside of travel, Lucas enjoys boxing and any activity that keeps him moving. “As you can see,” he says, “I’m usually on the move — never still.”
“I worked for a year as a forklift driver in Australia,” Lucas says with a laugh. It was just one of many roles he took on during his time traveling. “I probably had about 20 different jobs while in Australia and New Zealand because I wanted the full work-and-travel experience.”
His resume from that period is a colorful mix: waiter, dishwasher, runner, cleaner, landscaper, construction worker, and of course, forklift driver. “I’m usually not very good with manual things,” he admits. “When I was a painter, I was a disaster. Landscaping was the same. But it was fun — and definitely not a common experience.”
