Campaign’s Media Faces to Watch 2025 – Sofia Fernandez-Gilsanz Ruiz, Media Manager, Wavemaker Dubai
Campaign’s Media Faces to Watch 2025 – Sofia Fernandez-Gilsanz Ruiz, Media Manager, Wavemaker Dubai
Age: 28
Nominated by Fayaz Hussain, Account Director:
Sofia Fernandez-Gilsanz Ruiz is an exceptional Media Manager and a strong candidate for Campaign’s Agency Faces to Watch. Since joining Wavemaker Dubai, I’ve been consistently impressed by her proactive approach to problem-solving and her ability to translate complex data into actionable strategies. Sofia doesn’t just follow trends; she anticipates them, bringing fresh perspectives to every campaign. Her curiosity extends beyond media, allowing her to connect seemingly disparate ideas and create truly innovative solutions. She’s a valuable asset to our team, consistently exceeding expectations. Sofia’s drive and strategic thinking make her a definite face to watch.
Career highlights
From Spain to Dubai, my journey in media has been a mix of innovation, strategy, and the right amount of caffeine. I started my career in Spain at the same company before taking the leap to Dubai, gaining a deeper understanding of both regional and global markets. Juggling budgets, deadlines, and ever-evolving algorithms, I’ve learned that adaptability is the real secret weapon in media. I thrive on solving media puzzles, navigating shifting landscapes and ensuring every move is backed by both data and instinct, because great strategy is equal parts logic and intuition.
Guiding principles
Stay curious, stay ahead. The media landscape is a puzzle in motion, data and AI help connect the pieces, but adaptability is what makes it all fit. Chase progress, not just perfection. And above all, refine your thinking, not just your targeting.
Side hustle
When I’m not optimizing media plans, I’m navigating the future, both digital and physical. From AI to crypto trends, I try to stay curious about what’s next. The gym keeps me grounded, while Dubai fuels my passion for discovery, sharing insights and tips on social media to help both expats and newcomers make their way here.
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