GROWTH
You understand your customers. Why isn't that driving growth?
I connect customer evidence with business strategy and commercial decisions.
SONIA ETXEBARRIA / CUSTOMER STRATEGY & BUSINESS TRANSFORMATION
Is your customer strategy driving growth, or holding it back?
I help CEOs and leadership teams turn customer understanding into sharper business decisions, stronger alignment and profitable growth.
30+ YEARS OF EXPERIENCE · SENIOR-LED ADVISORY · DIRECT INVOLVEMENT
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WHERE I CAN MAKE A DIFFERENCE
When to bring me in.
When the business challenge is complex, the priorities aren't clear or progress has stalled.
ALIGNMENT
The ambition is clear. The priorities aren't.
I help leadership teams confront trade-offs, align interests and make decisions.
TRANSFORMATION
You're changing the business. But is the business changing?
I uncover what's preventing strategy, technology, processes and people from delivering results.
LEADERSHIP
You need someone who can help make it happen.
I provide independent senior advice or take on defined executive responsibilities when the situation requires it.
No predefined formula. Just the right involvement for the challenge.
HOW WE CAN WORK TOGETHER ↗30+YEARS OF EXPERIENCE
300+PROJECTS DELIVERED
Making loyalty a strategic advantage
I led the loyalty engagement, aligning customer strategy, the relationship calendar and CRM activation. Toyota reported a 30% improvement in customer satisfaction.
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Leading a complex, multi-stakeholder programme
I led the consulting/strategic design team, managed the client relationship and coordinated multiple stakeholders to turn a complex programme into shared priorities, actionable initiatives and capability building for 1,500+ employees.
Bringing clarity to competing strategic priorities
Senior involvement and stakeholder alignment helped a complex customer-focused initiative regain direction and move forward.
Leading strategic choices in healthcare
I led the consulting engagement, aligned the client and delivery teams and guided the translation of patient and clinician evidence into strategic priorities and initiatives.
WHY WORK WITH ME
Clear thinking.
Straight talk.
Practical action.
I tell you what I see, even when it challenges assumptions. Clear answers, honest feedback and no unnecessary detours.
I'm transparent about trade-offs, direct in my recommendations and personally involved in helping leadership teams turn decisions into progress.
No unnecessary complexity. No theatre.
30+ YEARS OF EXPERIENCE · FOUNDER, AKUYARI · FORMER COUNTRY MANAGER, SKETCHIN SPAIN
CLIENT PERSPECTIVES
In their words.
What people I've worked with say about the experience.
Sonia brought her extensive experience and strategic vision to the project. The project was a success.Hortensia FuertesToyota Spain · Loyalty & Retention
Sonia did excellent work ... Her involvement was essential to its success.César García YelaEndesa Head of Commissioning and Contract Management
Her knowledge of strategic design is absolutely paired with her business vision.Alessandro GalettoGeneral Manager · Sketchin
GET IN TOUCH
Let's talk about your business challenge.
Facing a complex decision, competing priorities or a transformation that needs to deliver? Tell me what you're working through, and we can explore whether I can help.
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