Woman that inspires in the AV industry: Sonia Casado

Sonia Casado’s entry into the audiovisual industry was not a planned decision, but rather a natural progression within a career marked by digital transformation, communication, and customer experience. Before entering the AV ecosystem and the digital signage industry, she worked in SaaS, mobile, and tech startup environments, always in roles related to product, growth, and customer experience.

That journey allowed her to view the audiovisual industry from a broad perspective: not just as technology, but as a tool to transform the way brands engage with people in physical spaces.

“I clearly remember the moment I realized that a screen isn’t just another visual medium, but a communication channel capable of connecting data, context, creativity, and business in real time,” she shares. “That’s when I realized that AV was no longer just technology: it was experience, emotion, and storytelling.”

Today, as Customer Success Director at nsign, Sonia works precisely at that intersection of technology, business, and experience. Her role involves supporting clients, teams, and international partners to translate specific needs into solutions that generate real value.

Throughout her career, Sonia has worked across various industries and technologies: ERP, mobile, venture building, SaaS, and now digital signage. Each stage required her to adapt, unlearn, and start over with humility.

For her, this has been one of her greatest professional challenges: reinventing herself in constantly changing environments without losing sight of the people.

“Technology evolves very quickly, but people need to feel heard and supported for the transformation to truly work,” she says.

That perspective also defines her leadership style. Sonia believes that her job isn’t about having all the answers, but about creating the conditions for teams to find them. Honest communication, clear priorities, and genuine care for people are, for her, the elements that sustain projects when everything else changes.

One of the aspects of her work that motivates her most is seeing how AV technology stops being “noise” and begins to add value to the business and the customer experience. At nsign, she helps international brands create personalized, sensory experiences at their points of sale by integrating content, data, and both physical and digital channels.

For Sonia, digital signage has the power to transform a space into a living environment capable of communicating, engaging, and fostering an emotional connection. But the real challenge lies not just in deploying screens, but in understanding what each client needs and how technology can help address those needs.

“I don’t talk to our clients about digital signage or AV; I talk to them about solutions to their real needs and how we can help them improve their customers’ experience and their business results,” she explains.

That ability to translate technology into value has been one of the key skills driving his growth. He adds adaptability, active listening, curiosity, and the ability to bridge disciplines to that list. Today’s AV industry requires an understanding of data, business, retail, communication, user experience, and technology all at once.

“In an industry that reinvents itself every few years, stopping asking questions is probably the greatest professional risk,” he notes.

Sonia’s experience as a woman in the audiovisual sector has been enriching, although she acknowledges that obvious challenges still exist. The AV sector remains a male-dominated environment, especially in technical and leadership positions. However, she also observes a positive trend, with more women contributing strategic vision and new ways of understanding technology.

For her, diversity should not be understood solely as representation, but as a prerequisite for creating better solutions.

“Diverse teams make better decisions, build better solutions, and design more human experiences. And that, in an industry dedicated precisely to creating experiences, should be non-negotiable,” she says.

To a young woman looking to enter the sector, she would say not to think she needs to fit a single technical profile. Today’s audiovisual industry needs professionals in development, data, customer success, strategy, creativity, UX, operations, marketing, international sales, and business roles with language skills, among many others.

“We often wait until we feel ‘ready’ before taking the plunge, when in reality growth comes precisely from daring to take the leap before we’re completely ready,” she shares.

Sonia’s days are intense and heavily focused on working with people. Much of her time is spent coordinating, aligning, and removing roadblocks: understanding business needs, turning them into concrete solutions, and ensuring that teams have what they need to move forward.

She also makes a point of setting aside time to think strategically and closely monitor where the industry is headed: retail media, artificial intelligence, content automation, data integration, and omnichannel experience.

“I sincerely believe we’re living in an exciting time in the industry,” she says.

As for the balance between professional and personal life, Sonia doesn’t put much stock in the idea of a perfect balance. She prefers to talk about a dynamic equilibrium that shifts depending on the moment. There are times when work demands more energy and others when the priority must be on family and personal life.

Over time, she has learned that setting clear boundaries, delegating, and surrounding herself with healthy social environments are essential for sustaining a long-term career in sectors as demanding as technology and AV.

Looking to the future, Sonia hopes to see a more integrated, sustainable AV industry focused on creating meaningful experiences—not just eye-catching ones. For her, the future lies in smart platforms capable of connecting content, data, AI, and the IoT in a way that’s natural and useful for people.

“Technology can no longer be limited to simply impressing; it must provide context, clarity, and real value—both to those who manage the space and to those who experience it,” she says.

She would also like to see more diversity in visible and leadership roles, so that the industry better reflects the audiences for whom it designs experiences.

Her professional dream is to continue helping build a technology and AV industry that is more human, inclusive, and connected to people’s real needs. She is particularly motivated by helping companies understand that AV is not just technology, but a strategic tool for communication, experience, and business.

When that shift happens, she says, the conversation changes: people stop talking only about screens and start talking about brand, customers, and results.

Sonia sums up her perspective with a motto that guides her: “Innovation isn’t about adding noise; it’s about bringing clarity.”

Throughout her career, that clarity has manifested as a form of leadership—a way of combining technology, active listening, and strategy so that every audiovisual project makes sense, adds value, and helps create more human experiences.

https://www.avixa.org/explore/articles/mujeres-que-inspiran-en-la-industria-av-sonia-casado