autopromocionarse

Very common now in the context of social media and personal branding — to promote oneself or one's work, often with a slightly critical undertone about excessive self-marketing.

• El influencer se autopromociona constantemente en sus redes. — The influencer constantly self-promotes on social media.
• No le gusta autopromocionarse, prefiere que su trabajo hable por sí solo. — He doesn't like self-promoting, he prefers his work to speak for itself.
• Las pequeñas empresas necesitan autopromocionarse para crecer. — Small businesses need to self-promote in order to grow.

Can sound mildly negative or vain depending on tone — hacerse publicidad or darse a conocer are more neutral alternatives when that connotation isn't wanted.