We have a team of professionals with extensive experience in the media, capable of performing integral communications management, from the design of strategies and analysis to carrying out any specific mandate.

Clients enjoy the dedication of one single spokesperson of the highest professional stature who takes charge of coordinating the strategy and the communications team.

Lucía Casanueva
Managing Partner

Santander, 1975. Lucía holds a Management Development Program (PDD) from IESE Business School and a university degree in Journalism from the University of Navarra. She began her professional career in 1997 at financial newspaper, Expansión. She has sixteen years of experience in communications consulting, having worked in Germany, the United Kingdom and Spain at firms such as Llorente & Cuenca and Edelman. Lucía enjoys extensive experience in corporate and financial communications. She has also collaborated as a journalist with ABC, El Confidencial and Telva. She founded Proa Comunicación in 2009.

Valvanuz Serna
Managing Partner

Santander, 1974. Valvanuz holds a law degree from the University of Cantabria and started her professional career 16 years ago in Llorente & Cuenca. She worked for clients like Self Trade, Philip Morris, Colgate and Telefónica. She joined Porter Novelli as Account Director in the technology and consumer areas. For nine years she worked in the PR boutique MC Dilo where she has designed and executed PR plans for Spanish and international clients like eDreams, Altran, La Sirena, Hotel Alfonso XIII, Hotel Maria Cristina, Madrid SnowZone, 3i, KPMG, Nec.

Luis Sala

Luis holds a university degree in History from the Universidad Complutense of Madrid. He also holds a degree in business from the University of El País Vasco. Luis Sala worked for ten years at El Correo, the leading newspaper in The Basque Country. He has been a partner at the PR firm Supperstudio. Luis enjoys extensive experience in political communications and has given advice in several political campaigns. Prior to joining Proa he was the Communications Manager for the Basque Government.

Ana Gómez

Vigo, 1978.  Ana holds a bachelor’s degree in Art History from the University of Santiago de Compostela and a master’s degree in Marketing and Communications. She also completed an Executive Program at ESADE Business School on the management of intangible assets: The Global CCO program. She has more than ten years’ experience managing communications and institutional staff, having worked on and implemented various campaigns and communication plans, both institutional and political, as well as for various strategic sectors. Ana has also served as the Head of Communications for the President of the Regional Council of Pontevedra, as Chief of Staff of the Ministry of Economy and Industry, and for the Secretary General for Tourism for the Regional Government of Galicia.

Álvaro Ramos
Senior Consultant

Madrid 1991. A Journalism and Audiovisual Communication graduate from the Rey Juan Carlos University, Álvaro began his professional training in local, sports and entertainment media. Following his training at Madrid Actual, Sensacine and Unidad Editorial, he attended a postgraduate training course for digital communication and marketing at the EAE Business School. After specializing in the digital field, he joined Madison -a 360 degree marketing company with four business units- where he worked for two years as a marketing and communication associate in the Business Development department. Since 2016, he has been an account manager at Proa Comunicación.

Bárbara Yuste
Senior Consultant

Toledo, 1976. PhD in Journalism from the Universidad Complutense. Specialist in corporate communication and digital strategy, with more than 18 years of experience, she has worked to boost the public reputation of several companies and organizations. As Head of Communication at Adigital, she developed communication strategies for Red Innova, the Universidad Camilo José Cela and the SEK Education Group. As one of the pioneers in digital journalism, at ABC she participated in the newsroom transition towards a digital focus and acted as a leader of Media and Networks, a section focused on the digital world. Professor at various universities and business schools.

Cristina García
Senior Consultant

León, 1966. Bachelor’s degree in Information Science, branch of Journalism, Universidad Complutense of Madrid. She began her professional career in the magazine Cambio 16 and for 25 years she worked for different local and regional newspapers. The last 18, spent at Prensa Española and Vocento, where she was the Editorial Coordinator of the Regional and National Media. She has worked directly with the editors, assistant editors and editors-in-chief of the main regional newspapers and ABC. She has coordinated the exchange of information between them, the coverage of information regarding Vocento and the implementation of marketing agreements and institutional arrangements.

Mireia Fontbernat

1969, Barcelona. Mireia holds a BBA&MBA from ESADE Business School. She started her career at SEIDOR. Mireia has 24 years of experience in marketing, business strategy and communication and has worked in Sweden, Denmark, the United Kingdom and Spain for various technology and service companies, including Microsoft and Oracle. She has extensive experience in emerging technologies, having helped multiple start-ups enter new markets, define new business categories and position themselves for successful exits. Mireia has managed international communication campaigns targeting traditional media, social media and industry analysts for large companies and SMEs.

Reyes Gómez
Senior Consultant

Madrid, 1974. After living two years in the United States, Reyes graduated in Information Sciences, branch of Journalism, from the UCM. In her 20 years of professional career she has specialized in the fields of Communications, Public Relations and Marketing. She has worked at Llorente & Cuenca, Porter Novelli and Hotwire developing strategic planning, campaigns and events for large companies, SMEs and start-ups. In 2007 she received the ADECEC award for the “Best Tech Communication Campaign”. Reyes has also managed the marketing area of NetIQ and Micro Focus multinationals for more than five years, having obtained an average ROI of 140%. In 2013 NetIQ granted her the recognition of “EMEA Support Person of the Quarter”.

Marta Gallardo
Senior Consultant

Zaragoza, 1993. Graduated in Advertising and Public Relations from San Jorge University, with a postgraduate in Strategic Planning from Miami Ad School Madrid. She began her professional career in the Communication Cabinet of the Parliamentary Group of the Aragonese Party in the Cortes of Aragón. From there, she worked at Madison Experience Marketing, as a communication and marketing executive, and at advertising agencies Tangoº and FCB Spain, as an account executive developing ATL, BTL and social media strategies for clients such as Orbit, Mapfre, Leroy Merlin, MINI or Ubisoft.

Carris Lahey

New Jersey (USA), 1996. Carris is currently in her final year at Universidad Pontificia Comillas (ICADE) studying International Business. She began her university career at Northeastern University in Boston, USA as part of a dual-degree program. Carris has previously worked in the financial services sector at Grantham Mayo Van Otterloo & Co in Boston, Massachusetts on the Client Services and Marketing team. She has also had experience in the media sector at Acuris, previously known as the Mergermarket Group, in New York City. She recently joined the Proa Comunicación team to complete a six-month internship.

Alfonso Villar
Creative Director

Diploma in Advertising and Advertising Art at CENP, Alfonso has twenty-five years of experience as creative director, accounts and production. He has developed his work mainly in the agencies JWT, Saatchi & Saatchi, DDB Spain and FeelTheBrand conceptualizing, designing and executing communication campaigns on & offline for brands such as Loewe, Sony, Visa, Heineken, Nestlé, Telefónica, Adolfo Domínguez, San Miguel, Solán de Cabras, Renfe, RTVE or El Corte Inglés. He is an expert in Brand Strategy, Branded Content, Search Engine Optimization (SEO), Digital Strategy, Integrated Marketing, Business Development, control and budget management of projects, teams and account profitability.

Yago de la Cierva
Manager of Crisis Communications

Yago is a professor of Corporate Communication and Crisis Communication Management at IESE Business School, both in the MBA program and in open and corporate programs. His latest book is Empresas líderes a través de tormentas y crisis: principios y mejores prácticas en prevención de conflictos, gestión de crisis y comunicación (2018). After graduating with a Law degree, Yago de la Cierva has dedicated his entire career to the four branches of communication: journalism (he founded and directed the international news agency ROMEreports), corporate communication (he was director of corporate communication at IESE), university education and crisis management consulting. His professional interests cover three areas: crisis management, corporate communication in its different aspects and the organization of large events as communication tools.

Javier Ferrer
Financial Communications Consultant

Pamplona, 1964. Javier has a degree in Journalism from the University of Navarra and holds the European Financial Advisor certificate, EFA. He started his professional career in 1988 in Diario Expansión, and later he worked in regional papers, such as El Dia 16 de Baleares, El Norte de Castilla, and also Reuters Agency. He joined Banco Banif Banqueros Personales in 1997 as its Communication Manager. From then until 2016, he managed the communication of Santander Group’s private banking business, working in coordination with specialized teams in the countries and the corporate areas of Banco Santander. He has specialized in brand positioning: in 1997, for the launch of Banif Banqueros Personales, in 2000 for the merger of BSN and Banif, in 2008 for the launch of Santander Private Banking. In 2017 he launched a personal project, to provide communications  consulting for financial and investment companies . In 2018, he joined Proa Comunicación as a collaborator.

Roberto San Martin

Pamplona, 1984. Roberto holds a Hispanic Studies degree and a degree in film and television writing from the University of Navarra and a Community Management degree from the UNED Foundation. Roberto has developed his professional career working in the press department of the regional Government of Navarre and as PR and communications consultant in MC Dilo focused on the creation of companies’ digital presence and social media. He joined Proa Comunicación in August 2015.

Javier Recalde

Pamplona, 1984. Javier holds a degree in Advertising and Public Relations from the University of Navarra and studied Filming and Screenwriting at the New York Film Academy. He began his career in the audiovisual field directing and writing short films and corporate event management for several institutions of Navarra. When he returned from the United States he specialized in ‘storytelling’ for businesses, coordinating events and the creation of digital and audiovisual content in the digital environment. Specialist in telling stories behind the organizations, Javier works as Communication adviser for several companies in Pamplona and has spent the last 6 years as Head of Digital Communication for Tecnun and Ceit, two centers of the University of Navarra.