SONIA ANTOLÍNEZ GALETTI

September 2024 - September 2025
Publicis Groupe - Business Lead , Spain
BOARD MEMBER : Reporting to CEO Spain
Responsible for leading the MediaMarkt operation in Spain, working in close, fluid coordination with the client’s international markets, including immersion sessions at their HQ in Germany.
Built and led a 20+ multidisciplinary team, including experts in SEO, SEM, programmatic, social, CRM, retail media, brand activation, content, analytics and affiliates. Promoted a collaborative, integrative culture that connected specialisms to deliver efficient management, seamless execution and measurable business outcomes.
Directed one of the agency’s largest accounts (>€40M ATL), integrating performance and brand campaigns across retail, digital sales and brand marketing.
Designed best-in-class omnichannel activations (Kings League, Yo no soy Boomer, La Manotón, El Gran Simpa), later adopted as benchmark practices by MediaMarkt internationally and within Publicis Groupe.
Performance & CRM: In the first year, achieved +7% ROAS, +5% Conversion Rate, +7% Revenue, driven by audience clustering, lifecycle automation, rigorous data hygiene & structuring, and continuous test & learn.
Black Friday & Xmas Campaign: Delivered the best-performing results among all MediaMarkt markets, with +8.7 pts Brand Awareness, +8.4 pts Ad Recall, +23.5 pts Purchase Intent, and strengthened attributes (Modernity 80%, Trust 71%).
Retail Media Monetization: Spearheaded the launch of onsite placements and 1st-party data monetization, defining the go-to-market strategy to commercialize inventory across Publicis Groupe clients.
Governance & Integration: Created the first Governance Framework, aligning MediaMarkt departments, Publicis and external partners (creative, CRM, PR, influencers).
Capability Building: Catalyzed the design and roll-out of a tailor-made Digital Academy, training client teams in CRM, programmatic, retail media, analytics and performance marketing.
Industry Partnerships: Built a constant and collaborative relationship with leading players in media, measurement and technology — including Google, Meta, TikTok, Amazon, X, LiveRamp, Equativ, Utiq, Kantar, Fluzo, Lumen, Comscore — testing beta solutions, piloting innovative formats, and scaling partnerships to maximize both performance and brand impact.

BOARD MEMBER : Reporting to CEO Spain
Led the Innovation & Content unit in Spain, managing a diverse team of creatives, copywriters, designers, content specialists and account managers.
Provided services to all agency clients in Spain (+80), delivering end-to-end capabilities including brand activation, content development, branded entertainment, brand experience, influencer marketing and sponsorships, with in-house production support. Worked closely with clients’ communications and PR teams while coordinating with creative and CRM agencies.
Localized global guidelines into culturally relevant actions for the Spanish market, ensuring cultural fitting while preserving global consistency.
Designed brandformance strategies for clients such as Universal Pictures, Fox Entertainment, Rolex, Volvo, Ford, Unilever, Oysho, BBVA, Skechers, Iberostar and Airbnb, and led brand experience and influencer marketing programs for brands including Gruppo Campari, Suntory and Zespri — a sample of the wide variety of accounts served.
Actively contributed to GroupM Innovation Hub initiatives, including the rollout of WPP Motion Content and Finecast (CTV) in Spain, recognized as best practices across markets.
Strengthened industry reputation by leading the development of award submissions and strategies for major advertising, marketing and communication festivals, showcasing innovative client work and reinforcing the agency’s thought leadership.
Ensured a consumer- and audience-centric approach, always insight-led and data-driven, in close collaboration with specialist insights and data teams.

BOARD MEMBER : Reporting to CEO Spain & Global Chief Growth Officer
Responsible for Client Leadership of the Barcelona office’s client portfolio while also leading New Business development across Spain.
Built full-funnel brandformance strategies across FMCG, lifestyle, tech and travel.
Delivered major client wins, including Suntory, Hotels.com, Haribo, Fox Entertainment and Airbnb.
Recognized for versatility managing clients of all sizes, budgets, needs and business models.

Director Client Leadership & Digital, Spain (2006-2017)
Media Planning Supervisor, Spain (2001-2006)

Alongside those years I managed to boost clients satisfaction rates through exceptional relationship management and prompt resolution of issues by applying projects efficiencies with strategic planning, excellence on campaign deployments, tackling innovative solutions and use of market intelligence and data governance tools.
Client Services Leadership, Strategy, Audit & Trading , Market Intelligence.
Most relevant industries: Electronics/Home appliances/SEA,Pharma/Healthcare/Fashion/Luxury/Apparel/Assurances/B2B.

Started my career at Havas Media as an intern, quickly progressing to Account Executive by demonstrating strong commitment and a results-oriented mindset. Managed key accounts including Gas Natural, Nissan, Nutrexpa, and RBA, gaining foundational experience in media planning, client servicing, and campaign execution within a fast-paced agency environment.