Sonia facilitating a strategy workshop at a glass wall

WORK & TRACK RECORD

The work behind my judgment.

Selected client projects, executive experience and professional commitments that shape how I work.

SELECTED WORK

Complex challenges, practical decisions.

Selected examples from my consulting and executive career. The common thread is connecting customer evidence, business priorities and people who need to act together.

RENFE / LOGIRAIL

Leading a complex programme across organisations

I led the consulting engagement, directing the project team and managing the client relationship, scope and stakeholder alignment across RENFE and Logirail. My role was to provide strategic direction, coordinate decisions and keep a complex programme moving towards shared priorities. The engagement delivered approximately 20 prioritised initiatives, including new service concepts, and a programme for more than 1,500 employees.

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ENDESA

Restoring direction in a strategic programme

I joined a complex strategic programme to help restore direction, align multiple stakeholder groups and coordinate decisions across client teams, technology partners and an external PMO. My contribution was strategic leadership, relationship management and keeping the engagement focused on delivery, as acknowledged by the client.

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TOYOTA SPAIN

Making loyalty a strategic priority

I directed the consulting team and managed the client relationship during a three-year loyalty programme. We shaped the customer relationship calendar and connected the programme to Toyota's CRM, bringing strategy, technology and commercial activation together. Toyota reported a 30% improvement in customer satisfaction.

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DEXCOM

Leading strategic priorities across a healthcare ecosystem

I led the consulting team and the client engagement, coordinated stakeholders across the healthcare ecosystem and set the strategic direction for the work. I ensured that evidence from patients and professionals informed business priorities, steered the opportunity portfolio and supported the transition from recommendations towards implementation.

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Selected examples from different stages of my executive and consulting career.

EXECUTIVE EXPERIENCE

Leadership with accountability.

Founder & CEO, Akuyari

Leading a boutique consultancy focused on customer strategy, innovation and business transformation, connecting insight with decisions and execution.

Country Manager, Sketchin Spain

Responsible for developing the Spanish business, building client relationships and teams, and translating strategic design into business value.

Service & e-commerce leadership, MRW

Led the Service Managers responsible for strategic relationships with Amazon, Privalia and MediaMarkt, alongside the e-commerce team that developed a proprietary product for the sector.

International experience : London

Five years in telecommunications, including Global One, the Deutsche Telekom, France Télécom and Sprint alliance. Worked with international clients such as Unilever.

ORGANIZATIONS ALONG THE WAY

Selected organizations across my professional work. Relationships and roles differ by project.

COMMUNITY & CONTRIBUTION

Beyond the work: contributing to better leadership.

DECCo-founder, Certified CX Expert, co-author of La experiencia de cliente rentable

VABSpain Chapter Lead

BridgewhatAdvisor

WCEOCorporate governance & leadership

AMKT & AECMember : CX Committees

EWOBBoard Readiness Programme

CC Hub CX AwardsJury member, recognising excellence in customer experience

Startup mentoringMentor to more than 30 technology startups

BOOK CONTRIBUTION

La experiencia de cliente rentable

Co-author of the DEC guide for directors and professionals, bringing customer strategy closer to business decisions and organisational practice.

These communities and contributions keep me connected to emerging business models, responsible leadership and new perspectives on customer value.

A LITTLE MORE PERSONAL

Beyond work, life outdoors.

I’m a mother of two almost-grown children, and happiest when I can spend time outdoors. I love walking with my dogs, tending my vegetable garden and playing tennis.

I’m also a yogi. Yoga and meditation are part of my everyday life and have taught me the value of attention, perspective and being fully present.

ALSO AN AUTHOR

Empeño absurdo

My novel, published in 2017. A different expression of the curiosity about people that runs through my work.

30+ years of experience300+ projects across industries30+ startups mentored

How I work

I combine curiosity about people with commercial judgment and the discipline to move from insights to decisions. The goal is not more theatre, it is progress.

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