Sonia was born and bred in Madrid. With a French mother, she was always lived between two cultures, and likes to think she has embraced the best of both worlds. She studied at the Lycée Français de Madrid and read Communication Sciences (Journalism) at CEU San Pablo University.
She joined Delvico Bates (141 Marketing Services)’s communication team, but soon found an interest in the Events department, which she joined thanks to a Pernod Ricard project held on an island in southern France.
During her time at 141 she undertook events for diverse clients, until she eventually joined the accounts department to take on Allied Domecq (events and BTL).
In 2001 she decided to take some sabbatical time, and spent a few months in Salvador, travelling around Brazil, devouring books, living amidst artists of all disciplines, and practising Capoeira (with somewhat mediocre results).
Upon her return, she joined the accounts team at Allied Domecq in Publicis, thanks to her prior expertise there. She soon switched to ThinkSmart (a company specialising in B2B programs) where she became Ivolution department director, developing and managing internal communication campaigns for travel incentives, in collaboration with Viajes Marsans.
Her team created campaigns and events for clients such as Amena, BMW, Renault, and Peugeot.
In 2005 she moved to the British American Tobacco accounts team in Izquierdo Beaumont Bennet (then GREY and latterly G2 Spain) where she enjoyed more than 10 years’ professional development as Customer Services Director, combining that with regional management of the Creative Hub for Lucky Strike in the EMEA region. From there she drew a lot of experience in international accounts, as well as a husband with whom she has an 8-year-old daughter.
But the winds of change did blow, and Picnic is now a breath of fresh air.