INDEPENDENT THINKING · PRACTICAL LEADERSHIP

Turning business complexity into clarity and progress.

I help founders, CEOs and leadership teams navigate growth, transformation and complex business challenges, combining strategic perspective with hands-on executive experience.

LET'S TALK ↗

Sonia Etxebarria giving a professional talk on stage

REAL WORK. REAL PEOPLE.

A few moments along the way.

Sonia leading an innovation workshop with Mapfre participants — IN THE ROOM — FACILITATING AN INNOVATION WORKSHOP

Sonia speaking to an audience at a professional event — ON STAGE — SHARING EXPERIENCE AND PERSPECTIVE

Sonia Etxebarria at the CX Platinum Awards 2026 ceremony — CX PLATINUM AWARDS · 2026
Contributing as a jury member to the recognition of excellence in customer experience.

30+

YEARS OF EXPERIENCE

300+

PROJECTS ACROSS INDUSTRIES

30+

STARTUPS MENTORED

01 / EXPERTISE

Connecting strategy, people and execution.

Customer Strategy & Experience

Turn customer understanding into stronger decisions, differentiated value and business results.

Business Transformation

Bring direction and momentum to change across operations, culture, teams and customer experience.

Business Innovation & Growth

Identify opportunities, sharpen value propositions and translate ideas into viable growth.

02 / WAYS OF WORKING

The right level of involvement for the challenge.

ADVISE

Strategic Advisory

Independent judgment, constructive challenge and decision support for founders, CEOs and leadership teams.

LEAD

Fractional Executive Leadership

Part-time senior executive accountability to align people, set priorities and turn strategy into progress.

THE WORK, NOT THE THEATRE

Good strategy happens in the room. Not just on the slide.

Asking better questions. Making sense of competing perspectives. Helping people see what matters — and what to do next.

WORKSHOPS · STRATEGIC FACILITATION · EXECUTIVE ALIGNMENT

Sonia facilitating a strategy workshop and writing on a working wall

03 / SELECTED EXPERIENCE

Different challenges. The same ability to move things forward.

ENDESA

Bringing clarity to a complex strategic project

Restoring structure, stakeholder alignment and trust in a difficult strategic initiative.

Read the story ↗

SKETCHIN SPAIN

Building a business in a new market

Building the Spanish team, positioning the offering and developing client relationships.

Read the story ↗

UZAZI HUB

Sharpening a proposition for growth

Helping a founder clarify customer segments, value proposition and go-to-market approach.

Read the story ↗

04 / ABOUT

Clarity to decide. Experience to deliver.

More than 30 years across executive leadership, consulting and entrepreneurship have taught me to combine strategic perspective with hands-on action.

Founder & CEO of Akuyari. Former Country Manager of Sketchin Spain. Earlier, I led strategic client relationships and service teams at MRW.

05 / LET'S TALK

Have a complex challenge on your mind?

Let's explore what clarity, perspective and experienced leadership could unlock for your business.

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