Somos Experiences reinforces its business structure with two additions. Álvaro de Vicente joins the company as General Business Director, where he will aim to drive growth, identify new opportunities and deepen his knowledge of the brands’ needs. Mónica Sáenz joins him as Director of New Business, forming part of the team led by De Vicente.
The appointments occur at a stage in which the company seeks to evolve its model as an experiential marketing partner, reinforcing both commercial development and its ability to transfer knowledge of clients’ business to new proposals.
From his profile, his knowledge of the market and his career in brands and agencies have been valued.
“We are in a moment of evolution within Somos, in which in addition to continuing to grow, we want to strengthen our ability to understand our clients’ business and accompany them in their challenges”explains César González Perdiguero, CEO of Somos. Regarding De Vicente, it stands out especially “his knowledge of the market and his track record both on the brands and agencies side”while de Sáenz points out his experience in business development and building long-term relationships.
The signing represents a new professional move for Álvaro de Vicente after less than a year at Deloitte Digital, a company he joined in January 2026 as Director within the Customer & Marketing Strategy area.
Previously, he spent more than eight years developing his career at Tangoº, an agency in which he served as CEO & Partner from August 2017 to December 2025. He is also Founder Partner of Yellow Brick Road Agency and combines his professional activity with teaching in the Advertising Degree and the Graduate School of the Francisco de Vitoria University.
His career also provides experience from the advertiser’s side. Before Tangoº, he worked for nearly eight years at Heineken, where he held different marketing and business responsibilities.
“I am joining Somos at a very exciting time and I want to thank César and Joaquín for their trust in being part of this project,” points out De Vicente. “I think we have a great opportunity to continue growing, understanding better and better what brands need and converting that knowledge into proposals that add true value to their businesses.”
Álvaro de Vicente, César González Perdiguero and Mónica Sáenz
Mónica Sáenz joins to lead the new business
The reorganization is completed with the arrival of Mónica Sáenz as New Business Director, where she will work alongside De Vicente in attracting new accounts and developing opportunities for Somos.
Sáenz has more than 20 years of experience and comes from Acciona Eventos, where he served as Business Development Director and was in charge of the commercial team and business development strategy. He previously worked in this same area at Beon Worldwide and has developed part of his career in agencies such as Sörensen Grupo de Comunicación, Pool CP and Publicis.
Throughout his career he has worked for brands such as Samsung, Citibank, Barclays Bank, Cruz Roja, Springfield, NH Hotels and Leroy Merlin. She was also one of the founding partners of Smart Luxury, a platform specialized in emerging premium brands.
“Somos is a project with an ambitious vision and a team of top-level professionals”says Sáenz. “I join with great desire to contribute my experience in business development, identify new opportunities and, above all, build long-term relationships with clients, fully understanding their challenges and needs.”
With both signings, Somos Experiences seeks to reinforce two complementary dimensions: the global vision of the business and the development of new accounts, in a context in which, according to the company, brands demand a greater degree of knowledge and specialization from their marketing partners.
