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Gemma Rubio Rodrigo

Founder at Define The Fine

Valencia, Spain

I work at the intersection of business strategy, communication and human behaviour, helping organisations understand the dynamics that shape their identity, positioning and ability to evolve.

With over 20 years of international experience, I advise organisations and senior leaders on strategic positioning, transformation, leadership communication and international growth.

My approach connects strategic ambition with organisational behaviour and stakeholder perception, revealing the underlying tensions that can limit progress and helping turn complexity into clarity, alignment and direction.

Through my work on Invisible Dynamics, I explore the often-overlooked forces that influence how organisations are perceived, how people make decisions and how strategy translates into action.

Available For: Advising, Consulting, Speaking
Travels From: Valencia, Spain
Speaking Topics: Consumer behavior, Communications strategy, Neuromarketing, Networking

Gemma Rubio Rodrigo Points
Academic 1
Author 70
Influencer 18
Speaker 13
Entrepreneur 20
Analyst 0
Total 122

Points based upon Thinkers360 patented algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Individual
Business Unit: Strategic Communication. Behavioural Architecture. Leadership Positioning.
Theatre: Spain
Minimum Project Size: $5,000+
Average Hourly Rate: $300+
Number of Employees: N/A
Company Founded Date: 2015
Media Experience: 20 years
Last Media Training: 01/25/2024
Last Media Interview: 10/11/2026

Areas of Expertise

Behavioral Science 39.46
Business Continuity 30.46
Business Strategy 32.56
Change Management 32.11
Coaching 30.06
Creativity
Customer Experience
Customer Loyalty
Digital Transformation
Diversity and Inclusion
Education
Entrepreneurship 30.49
International Relations
Leadership 30.24
Management
Marketing
Personal Branding
Public Relations
Social
Startups 31.15
Venture Capital 31.96

Industry Experience

Agriculture & Mining
Consumer Products
Federal & Public Sector
Healthcare
High Tech & Electronics
Higher Education & Research
Hospitality
Media
Other
Pharmaceuticals
Professional Services
Retail
Telecommunications
Travel & Transportation

Publications & Experience

1 Academic Course
Itinerario de emprendimiento científico (Scientific entrepreneurship programme)
CSIC - Spanish National Research Council
July 08, 2025
Designed, developed and delivered a four-module scientific entrepreneurship programme for the Spanish National Research Council (CSIC). I created and taught the training and mentored participating scientists throughout the process of transforming their research into viable opportunities with real-world impact. The programme covered product validation, intellectual property protection, commercialisation and investment seeking, guiding researchers in developing an end-to-end strategy tailored to their specific innovations and their stage of development.

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Tags: Business Continuity, Business Strategy, Coaching

10 Article/Blogs
Why generic advice feels personal
Import from medium.com
October 15, 2026
The illusion of personalisation: why generic descriptions can feel uniquely written for us.You have probably done this before.You read a horoscope. You take a personality test. You receive feedback that sounds vague. And you think: This is so accurate. This is so me.The horoscope says you are som

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Tags: Behavioral Science, Business Strategy, Change Management

Signals we send without knowing
Import from medium.com
October 08, 2026
You are in a meeting. Someone is speaking. You are listening or at least, you think you are.But your arms are crossed. Your jaw is tight. Your eyes are fixed on a point just above their shoulder. You are not aware of any of this. You are just… there. Listening.Then the meeting ends. You feel like

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Tags: Behavioral Science, Business Strategy, Change Management

Why your attention span isn’t broken (It’s just being hijacked)
Import from medium.com
October 01, 2026
The real enemy of focus isn’t social media. It’s a multi-billion dollar architecture designed to compete for your attention.He is a writer, a good one. He has published books. He has written for respected publications. He knows how to focus. Or at least, he used to.But something has changed. He

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Tags: Behavioral Science, Business Strategy, Change Management

Your face is a leadership tool
Import from medium.com
September 24, 2026
Before you say a word, your face is already leading the conversation.She is a senior executive. She has experience. She has results. She has a track record of success. She knows what she is talking about. She has prepared for the presentation. She has rehearsed the key messages. She is ready.But wh

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Tags: Behavioral Science, Business Strategy, Change Management

What clients really buy when they buy from you
Import from medium.com
September 17, 2026
Beyond the product: security, status, peace of mind, identity. The real work you do and perhaps do not even know.She runs a restaurant. A good one. The food is excellent. The ingredients are fresh. The recipes are original. The service is impeccable.But she has a problem. Her restaurant is not as f

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Tags: Behavioral Science, Business Strategy, Change Management

The strategy of being forgotten
Import from medium.com
September 10, 2026
Sometimes the smartest strategy is not to be in the spotlight. It belongs to businesses that thrive in the shadows, and to people who influence without appearing.She is an architect. A good one. Her buildings are solid, functional, beautiful. But she has a problem. Every time a potential client asks

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Tags: Behavioral Science, Business Strategy, Change Management

When experience becomes a cage
Import from medium.com
September 03, 2026
The trap of always doing what you know how to do, even when the market asks for something else. The expert who can no longer learn.He has been a graphic designer for twenty years. He is excellent at what he does. His work is precise, elegant and technically flawless. He has won awards. He has taugh

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Tags: Behavioral Science, Business Strategy, Change Management

What years of listening taught me about leadership
Import from medium.com
August 31, 2026
We tend to believe that leadership is about strategy. About vision. About making the right decisions and communicating them clearly. We spend years refining our messages, perfecting our presentations and learning to speak with confidence and authority. We focus on what we say. On what we decide. On

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Tags: Behavioral Science, Business Strategy, Change Management

The price that speaks before you do
Import from medium.com
August 27, 2026
Price is one of the strongest communication signals we send before anyone experiences our work.She launched her consulting practice three years ago. She was good. Really good. Her clients got results, but she charged what she thought was reasonable. 150 euros an hour. Enough to make a living. Not e

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Tags: Behavioral Science, Business Strategy, Change Management

Why we fear being too accessible
Import from medium.com
August 20, 2026
In pricing, in availability, in conditions. The fear of appearing accessible and how it makes us lose real opportunitiesShe has a consulting practice. She is excellent at what she does. But she has a rule: she never responds to a client inquiry on the same day. She waits at least twenty-four hours a

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Tags: Behavioral Science, Business Strategy, Change Management

1 Award Judge
OpenExpo Europe - Open Awards 2025
OpenExpo Europe
April 19, 2025
An article presenting the jury members for the Open Awards 2025, held as part of OpenExpo Europe, a leading event focused on open technology, innovation and digital transformation. The awards recognise outstanding projects, companies, and initiatives that contribute to the technology ecosystem, including open-source solutions, digital innovation, and technology-driven business development. I participated as a jury member, contributing to the evaluation of the initiatives competing for recognition.

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Tags: Startups

1 Book
Invisible Dynamics: High-level protocols for cognitive leadership
Amazon
July 31, 2026
Discover the hidden forces that drive your life, your relationships and your decisions without you even realizing it.

Why do some conversations flow while others clash without explanation? Why do certain teams succeed while others self-destruct? The answer is not in what you see, but in what you do not see.

Invisible Dynamics is the book that reveals the silent patterns, unspoken emotional currents and implicit power structures operating in your environment every second. Through practical examples, relational maps and observation exercises, you will learn to:

Identify the invisible loyalties that bind you to the past.
Detect hidden toxic roles in your family, work, or relationships.
Use silence and attention as tools for change. T
ransform chronic conflicts by deactivating their true root.
Written with a clear and profound style, without magical formulas or unnecessary technicalities, this book is for leaders, psychologists, coaches, educators and any curious person who wants to stop reacting and start designing their interactions from a more conscious place.

The most important things are always hidden, until someone names them.

It is time for you to see the invisible.

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Tags: Behavioral Science, Business Strategy, Change Management

2 Industry Awards
Best Marketing and Media Agency award at the Middle East Summit of Excellence 2024
Middle East Summit of Excellence 2024
November 04, 2024
Recognition at the Middle East Summit of Excellence 2024, where I received the Best Marketing and Media Agency Award for my work through Define The Fine. The award recognised excellence in strategic communication, brand positioning and marketing, combining business strategy with an understanding of human behaviour and stakeholder perception to help organisations strengthen their identity, visibility and market presence.

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Tags: Business Strategy

Best startup mentor at the Impact Leadership Global Awards 2024 in Dubai
Gulf Today
January 25, 2024
An article covering my recognition as Best Startup Mentor at the Impact Leadership Global Awards 2024 in Dubai. It highlights my approach to mentoring entrepreneurs and leaders, combining strategic thinking, communication expertise, neuroscience and behavioural insights to help them develop effective strategies, strengthen their leadership and drive innovation and business growth. The article also explores my international experience and my belief in the role of empathy, cultural understanding and effective communication in building successful businesses and leadership relationships.

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Tags: Startups

1 Keynote
Domina la Comunicación Sin Palabras con Gemma Rubio
Escuela de Inspiración
October 15, 2025
A session delivered at Escuela de Inspiración exploring the subtle, often unconscious ways we communicate and interpret information beyond words. Going beyond conventional body language, I introduced concepts such as the Halo Effect and visceral beauty to examine how perceptions are formed and how they influence our personal and professional relationships. The session encouraged participants to become more aware of the underlying dynamics that shape how we perceive others, how others perceive us and how these perceptions influence our interactions.

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Tags: Leadership

4 Media Interviews
Esta emprendedora española empezó importando hielo a los Países Bajos y ahora asesora a empresas de Dubai
Economía real - autónomos y emprendedores
August 16, 2025
An interview exploring my entrepreneurial journey from launching an ice-import business in the Netherlands to founding Define The Fine and advising companies across international markets. I share my experience of adapting to different business cultures, building cross-border networks and helping organisations develop their strategies for international growth, alongside reflections on entrepreneurship and the challenges of building a business in Spain, the Netherlands and the UAE.

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Tags: Business Continuity, Entrepreneurship

Gemma Rubio Rodrigo : Corporate Communication Award at the Global Women Leadership Awards 2024
Ambitiouse Magazine
December 29, 2024
An article recognising my achievement at the 2024 Global Women Leadership Awards in Dubai, where I received the Corporate Communication Award for my work in strategic communication and leadership. It highlights my approach to helping organisations strengthen their positioning, communicate effectively and build meaningful connections with stakeholders, bringing together strategic thinking, behavioural insights and an understanding of how communication influences perception, trust and business growth.

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Tags: Business Strategy, Entrepreneurship, Leadership

A Trailblazing Journey: Gemma Rubio Rodrigo’s Path to Success
UAE Stories
November 25, 2024
An interview exploring my professional and entrepreneurial journey, from my early initiatives and international business experience to founding Define The Fine. I share how my work has evolved around strategic communication, neuroscience and human behaviour, helping organisations develop their positioning, navigate international markets and build meaningful connections across cultures. The article also reflects on the challenges of entrepreneurship, the importance of aligning values and partnerships and my perspective on success as a combination of professional impact, personal growth and meaningful relationships.

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Tags: Entrepreneurship

Gemma Rubio Rodrigo se incorpora en TRL+ como COO
Todostartups.com
October 20, 2023
An announcement of my appointment as Chief Communications Officer (CCO) at TRL+, a company focused on bridging the gap between academia and business to turn scientific research into high-impact deep-tech ventures. The article highlights my role in developing the company’s brand identity and communication strategy, ensuring its message connects with target audiences and supporting its mission to drive innovation with meaningful impact in areas such as health, food and energy.

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Tags: Business Strategy, Startups, Venture Capital

1 Speaking Engagement
"Communicating in the Digital World"
Women in Tech
June 08, 2021
Speaker at the Women in Tech Global Conference, where I delivered the session “Communicating in the Digital World”. My talk explored the importance of human-centred and authentic communication in an increasingly digital and technology-driven environment. I highlighted the need for organisations to define their purpose, understand their audiences and align their communication with their business strategy before adopting trends or launching new initiatives. The session emphasised how clarity, consistency and a genuine understanding of people help organisations build stronger brands and connect with the right audiences.

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Tags: Leadership

Thinkers360 Credentials

3 Badges

Blog

Opportunities

1 Advisory Board Services
Strategic advisory & board-level counsel

Location: Remote / In person    Fees: 600

Service Type: Service Offered

I provide strategic advisory to boards, CEOs and senior leadership teams navigating complex organisational challenges, transformation and international growth.

My work connects business strategy, organisational identity, leadership communication and human behaviour to identify underlying tensions, strengthen strategic positioning and align leadership decisions with stakeholder expectations.

I bring an integrated perspective to situations where strategic direction, organisational behaviour and external perception need to work together. Depending on the organisation's needs, I can contribute at board level, advise senior leaders or provide strategic direction on specific transformation and positioning challenges.

My approach helps organisations navigate complexity, establish clarity and alignment and translate strategic ambition into coherent direction and long-term value.

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