As part of the special “Voices of Development, Communication and Legal Marketing”, We share an interview with Margarita García, Chief Revenue Officer and Vice President of Sales, Communication, and Marketing at Auxadi. With a professional career spanning more than 17 years, Margarita leads a comprehensive strategy that not only drives the global growth of a family-owned Spanish company but also sustains its presence in more than 50 international markets.

In this interview, Margarita invites us to learn firsthand how corporate communication and strategic marketing have become fundamental pillars supporting Auxadi’s global expansion. From the importance of adapting the message to different cultures and markets to the integration of innovative digital tools such as artificial intelligence, she shares a pragmatic and visionary approach to positioning the brand with consistency and international excellence.

In addition, we discuss the challenges of business development in a dynamic and competitive environment, where active listening, patience, and strategic networking are essential elements for building credibility and consolidating lasting relationships with customers and partners. Margarita also highlights how combining her passion for continuous learning with rigorous discipline and resilience has been key to her success in leading this strategic role.

We invite you to discover in this conversation the lessons learned and recommendations that can inspire professionals in law, communication, and business management to face global challenges with an integrative, innovative, and human vision.

For Margarita García, taking on her new role as chief revenue officer and VP of sales, communication, and marketing at Auxadi represents a “major challenge and a unique opportunity for learning and growth.” She says that today, “I am much more focused on strategy and global development, monitoring the company’s pipeline and sales in all the markets where we operate.”

She reveals that she has never before had so much responsibility or such ambitious goals. “Auxadi, a Spanish family-owned company, has managed to internationalize and establish a presence in 50 countries, which is no small feat and requires maintaining a focus on sustainable growth.”

She says that, although the magnitude of the challenge can sometimes be daunting, she tries to stay focused on her goal: “to continue growing in an intelligent and sustainable way. I am fortunate to have an exceptional team accompanying me on this journey and to work hand in hand with Víctor Salamanca, CEO and sole administrator of the firm, which allows me to learn first-hand about the business.”

For Margarita, stepping outside her comfort zone has become part of her daily routine. “Thinking outside the box all the time is not only a challenge, but also an opportunity that I consider myself very lucky to have.”

Margarita García, with an entrepreneurial and adventurous spirit

I have built my career from scratch, without help, and continuous training, discipline, responsibility, and commitment have been fundamental to that journey. I believe in discipline, understood not only as fulfilling one’s duty, but also as doing so with enthusiasm and love for the work, even when it means sacrificing many things along the way.

Added to this is an entrepreneurial and adventurous spirit that drives me to dare to do anything and enjoy professional challenges. My aversion to risk is low, my tolerance for uncertainty is high, and, in general, I maintain a positive attitude that allows me to move forward with confidence and resilience.

After 17 years of international experience, where she has undoubtedly traveled and learned a lot, her work at Auxadi has become one of the most enriching.

Auxadi’s international expansion is our strength, our cornerstone, and one of the reasons why this project is so exciting. I have had many international experiences throughout my career, but I would highlight the years I spent at Sacyr in the midst of its internationalization process, where I traveled and learned a lot; my time at FTI Consulting, which was my first experience working in a listed Anglo-Saxon company; Leyton, which is French and has just arrived in Spain; and finally, my years of experience in the legal sector, including the time I spent at Clifford Chance.

“Patience and active listening are therefore essential to building credibility and generating real impact”

I asked Margarita about the key lessons she has learned from working in complex companies with a global reach that she applies at Auxadi, to which she replied that “the first and most important thing is to understand the business and the culture and to listen carefully. In the initial stage, I believe it is essential to adopt a learning attitude: observe, listen, and assimilate before acting.

Over time, there comes a point when your prior knowledge and personal experience combine with what you have learned within the organization, and that is when you really start to add value. It is this integration that creates the ‘magic’ and allows you to make more sound decisions and contribute in a meaningful way.

A common mistake when joining a new company is wanting to immediately demonstrate everything you can improve or contribute. However, the reality is that your ability to contribute is limited at first: you cannot contribute effectively until you understand the company in depth. Patience and active listening are therefore essential to building credibility and making a real impact.

Communication challenges to position Auxadi in markets like Miami and Latin America

Aligning corporate strategy and relying on key messages is a major challenge, especially in markets as diverse as Latin America, a true melting pot of cultures. For us, the essential thing is to convey a consistent brand and services globally, without losing the ability to adapt when necessary to the “local taste” that each market demands.

Our purpose is clear: to make life easier for our customers and show them that, wherever they are, they can trust that execution will always be consistent, professional, and aligned with our quality standards.

Brand promotion, a strategic priority that strengthens visibility

Corporate communications and marketing play an essential role in Auxadi’s international expansion, with a presence in more than 50 countries. At this point in time, brand promotion is a strategic priority, as it allows us to strengthen our visibility and credibility in a wide variety of markets.

My responsibility is not limited to marketing and communication: it also includes monitoring sales and the global pipeline, as well as customer satisfaction, ensuring that every interaction is aligned with our value proposition.

The fact that I work directly with Víctor Salamanca, CEO and sole administrator of the firm, and am part of the executive committee reflects the importance the company attaches to this role. Communication and marketing are not ancillary areas, but strategic levers for growth and international consolidation.

Customer satisfaction as a growth driver

A fundamental part of our strategy is actively and continuously listening to our customers, which we do through quarterly satisfaction surveys. For us, service quality and consistency are essential pillars: without satisfied customers, no communication or marketing action can sustain growth.

The reality is clear: without satisfaction, growth is not possible. That is why we work on a model of continuous improvement, bringing new people into the team to lead and monitor this critical area, ensuring that every interaction with the customer reinforces our value proposition and our international reputation.

What’s next for Auxadi: expansion, integration and organizational transformation

At Auxadi, we began our new fiscal year on October 1 with very ambitious growth targets in all the markets and countries where we operate.

1. International Expansion:We continue to focus on expanding our global coverage, with new acquisitions in strategic markets that allow us to strengthen our presence and offer a closer and more competitive service.
2. Integration of Acquired Companies:During 2025, we incorporated Afiens by Auxadi, TPS by Auxadi, and Fidelium by Auxadi in Belgium. Integrating these companies is a priority challenge to consolidate synergies, guarantee service quality, and make the most of the talent and capabilities they bring.
3. Organizational Transformation and Team Growth:We are in the midst of an internal transformation, with an expanding team adapting to the new demands of the market. The priority is to maintain agility and innovation without losing focus on operational excellence.
4. Dynamism and adaptation to the market:Next year will be especially dynamic: we seek to combine accelerated growth with intelligent management of the international presence, ensuring that every step is aligned with our long-term vision.

Evolution of marketing in professional services in Spain and Latin America

In the professional services sector, marketing strategies are evolving toward a model that combines agility, quality, and technology. The key is to adapt quickly to market changes without compromising on value delivery.

• Technology-driven agility: Digitalization and artificial intelligence tools enable process optimization, personalized communication, and improved efficiency. The ability to react quickly without sacrificing quality will be a differentiating factor in the coming years.
• Organic and Inbound Strategies in B2B:In communication and promotion, inbound strategies continue to gain ground, especially in B2B environments. Audiovisual content maintains a central role, as it facilitates emotional connection and the transmission of knowledge in an attractive and accessible way.
• AI-Powered SEO:Search engines are evolving towards AI-powered models (AI SEO), forcing companies to rethink their ranking tactics. Optimization no longer depends solely on keywords, but on the ability to generate relevant content adapted to the new dynamics of intelligent search.
• Importance of Networking and Relational Presence: In markets like Latin America and the United States—with a special emphasis on Miami—the relational aspect is crucial. Visibility and active participation in events, forums, and professional gatherings are key to building trust and reputation. Initiatives like LATAM DAYS exemplify how networking can become a lever for growth and international consolidation.

Three key tips to stand out and win the international market

Define a clear and coherent internationalization strategy

The global market is vast and diverse, so it is essential to establish where to compete, how to do so, and when. The strategy must be aligned with the company’s purpose and supported by the sales, marketing, and communications departments, which should not only accompany but also lead and add value. Internal consistency is key: each area must work in harmony to ensure that the company’s proposition is perceived as solid and differentiated in any market. In addition, it is essential to have qualified professionals who contribute experience and specialized knowledge.

Adapt communication to local culture and expectations

Each market has its own cultural sensitivities, consumption habits, and communication styles. To build trust and relevance, it is essential to localize messages beyond simple translation: adjusting tone, references, and communication channels according to context.

This involves understanding the social norms, values, and expectations of local customers and reflecting them in campaigns, public relations, and digital presence. Authentic and culturally adapted communication can make the difference between being perceived as an outsider or a close partner.

Building strategic alliances and collaborative networks

Internationalization cannot be achieved alone. Establishing alliances with local partners, industry associations, chambers of commerce, and OFECOMES (Economic and Commercial Offices of Spanish Embassies) can accelerate entry into and consolidation in new markets. These collaborations provide access to local knowledge, allow risks to be shared, and increase credibility with customers and local authorities. In addition, participating in international networks and industry forums helps position the brand as a global benchmark and identify emerging business opportunities.

“From internal optimization to customer connection: we drive digital transformation and leverage technology to innovate and grow”

At Auxadi, we are a deeply technological company: we believe that systems, processes, and people are the foundation of our entire service model. Quality is our cornerstone, which is why we constantly work to improve efficiency and agility at every stage of the value chain and customer journey.

Technology is present across all our operations, from internal management to customer relations. My team actively promotes the use of artificial intelligence and other digital solutions that allow us to work better, optimize time, and offer a more personalized experience. We are continuously exploring the potential offered by the market and leveraging it to continue growing and adding value for our customers.

In short

What piece of advice or wise phrase have you received that you still apply in your work today? One of the most important pieces of advice I’ve received throughout my career has been to learn to moderate my impulsiveness. My personality naturally tends to be impulsive, and that trait can be both a source of success and a source of failure. Over the years, with experience and maturity, I’ve learned to put on the brakes when necessary. I like to think I’m driving a Ferrari: I have the power and energy to accelerate, but I drive in second gear most of the time, and I only hit the gas when it’s really necessary. Who has been the person who has most influenced your career and why? Throughout my career, I’ve been fortunate to have role models who have profoundly influenced my development. The first were my parents, from whom I learned responsibility, commitment to work, and many other values that I consider essential in all areas of my life. On a professional level, three people have left a particularly significant mark:

• Ana de Pro, at the time Corporate General Manager of Sacyr, whom I consider my first mentor.
• Sergio Vélez, current Head of FTI Consulting in Spain, who trusted me and gave me valuable advice.
• Victor Salamanca, CEO of Auxadi and my current direct boss, whom I deeply admire.

All three share qualities that have been key to my growth: admiration, guidance, trust, the freedom to be myself, and the ability to offer constructive criticism and have difficult conversations when necessary. Define your work style or personality in one word and tell us something that inspires or motivates you outside of work. Executive and direct. What word defines you? Authenticity. A sport? Skiing, horseback riding, and any outdoor sport. A song? Lately I’ve been listening to Spanish indie, but I like all kinds of music. Are you good at cooking? What’s your signature dish? I don’t cook much, but I cook well, and now in winter I like stews and soups. [En pocas palabras0]A childhood memory?[/En pocas palabras0] My summers in Asturias, Spain. [En pocas palabras1]A key to success?[/En pocas palabras1] Discipline and consistency. [En pocas palabras2]A book?[/En pocas palabras2] Leo Africanus by Amin Maalouf.