CUSTOMER STRATEGY ADVISOR · FRACTIONAL EXECUTIVE

Is your customer strategy
driving growth, or holding it back?

When customer strategy, commercial priorities and operations pull in different directions, growth suffers.

I work with CEOs and leadership teams to turn customer understanding into competitive advantage and profitable growth. I connect customer insight with business strategy and operations to reveal where value is being lost, sharpen the decisions that matter and help make change happen.

EXPLORE MY WORK ↗HOW I CAN HELP ↗

Sonia Etxebarria giving a professional talk on stage

01 / EXPERIENCE & IMPACT

Customer strategy that stands up to business reality.

Experience across large organizations and SMEs, including Cadama Legal, Edijar and Bosonit. Selected work from Akuyari and earlier leadership roles.

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SMEs & growing companies

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 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.

EXPLORE THE FULL TRACK RECORD ↗

02 / WHY WORK WITH ME

Independent judgment. Personally delivered.

I bring independent judgment, 30+ years of experience and direct senior involvement. I challenge assumptions, navigate competing interests and help leadership teams turn customer priorities into a clear business agenda and decisive action.

30+ YEARS · AKUYARI FOUNDER · FORMER COUNTRY MANAGER, SKETCHIN SPAIN

Sonia facilitating a strategy workshop and writing on a working wall

IN THEIR WORDS

“

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

03 / HOW WE WORK TOGETHER

The right level of involvement for the challenge.

ADVISE

Strategic Advisory

Independent counsel to CEOs and leadership teams on customer strategy, competitive differentiation and profitable growth. Through one-to-one strategic sessions and executive alignment workshops, I help clarify choices, resolve competing priorities and build commitment to the decisions that matter.

LEAD

Fractional Executive Leadership

Part-time executive leadership to take ownership of the customer agenda, align commercial and operational teams, drive strategic change and remain accountable for agreed business priorities and results.

04 / PERSPECTIVES

Ideas that challenge how business decisions get made.

Opinion, methods and real-world observations about customer value and the decisions that shape business performance.

METHOD

Not Every Insight Deserves an Initiative

Four criteria for making sharper choices: customer value, business impact, strategic fit and the ability to execute.

READ ARTICLE ↗

FROM EXPERIENCE

When a Customer Promise Breaks

Two real situations that reveal the business consequences when the promise and delivery diverge.