Cristina has served as Chief Executive Officer of WPP Media Spain since February 2026, leading the group’s strategy and development in a context of constant transformation within the communications and media sector.

Throughout her professional career, she has held senior leadership positions of the highest responsibility, including Chief Transformation Officer at IPG Mediabrands and CEO of UM Spain, where she led and drove processes of change, growth, and organisational evolution.

She brings solid experience at the helm of some of the market’s leading media agencies, such as Carat, Zenith, and Optimedia, managing top-tier accounts for leading clients including P&G, El Corte Inglés, Iberdrola, Toyota, Daimler, L’Oréal, Mutua Madrileña, Banco Santander, and Coca-Cola.

Recognised for her focus on digital transformation, innovation, and the integration of communication solutions, Cristina has made a decisive contribution to the sustainable growth of the organisations she has led and to the creation of strategic value for her clients.

Awarded the Capital Woman Award 2023 in recognition of her outstanding career in the advertising and media sector, Cristina stands out for her deeply people-centred approach, placing individuals at the heart of strategy and talent development.