Valvanuz Serna Ruiz is a specialist in corporate communications, mainly in the FMCG and professional services sectors. She has more than twenty years of experience in the creation, development and execution of comprehensive communication plans for national and international clients from different sectors. He has worked for clients such as Diageo, Talgo, Citigroup, Philip Morris, Colgate and Telefónica, advising them at crucial moments of change in the market. In 2015, she joined Lucía to lead PROA and position it as the benchmark consultancy for effective communication. Valvanuz took her first professional steps at LLYC, and after working at Porter Novelli and Ketchum, she was partner-director of the agency MC Dilo, where she designed and executed, for nine years, external and internal communication plans for Altran, eDreams, La Sirena, Hotel Alfonso XIII, Hotel María Cristina, 3i, KPMG and NEC. His perfectionism and love of detail are reflected in everything he does, and transmitting his love of his craft to the PROA team is one of his priorities.

She holds a degree in Law from the University of Cantabria and a Corporate Leadership Programme in Entrepreneurship and Innovation from 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, from Corporate Excellence and ESADE, and participates as a guest lecturer in the Master's Degree in Political Communication and Crisis and Emergency Management at the University of Nebrija.