Valvanuz Serna Ruiz is a specialist in corporate communications, primarily in the consumer goods and professional services sectors. She has over twenty years’ experience in the creation, development and implementation of comprehensive communications plans for national and international clients across various sectors. She has worked for clients such as Diageo, Talgo, Citigroup, Philip Morris, Colgate and Telefónica, advising them during periods of crucial change for the market. In 2015, she joined Lucía to lead PROA and position it as the leading consultancy for effective communication. Valvanuz began her career at LLYC, and following stints at Porter Novelli and Ketchum, she became a managing partner at the agency MC Dilo, where, over a period of nine years, she designed and implemented external and internal communication plans for Altran, eDreams, La Sirena, Hotel Alfonso XIII, Hotel María Cristina, 3i, KPMG and NEC. Her perfectionism and attention to detail are reflected in everything she does, and passing on her passion for the profession to the PROA team is one of her top priorities.

She holds a Law degree from the University of Cantabria and has completed a Corporate Leadership Programme in Entrepreneurship and Innovation at Deusto Business School. She is a member of Deusto Business Alumni. She has also completed the executive programme ‘The Global CCO: Reputation, Brand, Communication and ESG Management’, run by Corporate Excellence and ESADE, and the ‘Women on Boards’ programme at IESE Business School. She is a guest lecturer on the Master’s in Political Communication and Crisis and Emergency Management at Nebrija University and is a member of the Advisory Board of the Spanish Association of Consultancy Firms (AEC).