About Sofia

Facilitation in chaos is where the magic happens. Workshops get teams unstuck, but the real work goes deeper: driving strategy, shaping company-wide OKRs, making complex systems visible, designing end-to-end experiences. The design industry sometimes warns against being "just a workshopper," but companies desperately need people who bring structure to ambiguity and turn messy ideas into action. At Mews, a hospitality tech unicorn, the last 3.5 years have been about scaling service design across the organization. A stint in management helped spread the practice, but the real pull was back to craft where I now work hands-on with the Ecosystem team, shaping experiences across all products and contributing to company-wide OKRs. Before that, nearly 5 years at Globant meant designing Salesforce products for BBVA Enterprise and collaborating with major clients across finance and automotive. Learning from talented people who fundamentally shaped how design thinking works in complex organizations. Public speaking and facilitation have become a regular part of my practice: presenting future narratives at Mews Con, mapping adventures at R&D Con, facilitating workshops for OKR alignment, delivering talks at Celonis Madrid about moving beyond design buzzwords. Serving as 2025 Women's ERG Ambassador added another dimension, advocating for DEI through community building and public presentations.