Sole entered the international education world first as an international student herself. Curious about new cultures, passionate about travelling and languages, she experienced firsthand how transformative global mobility can be. That experience shaped a belief she carries today: everyone deserves access to the same life-changing opportunities. It is this purpose that ultimately led her into the industry, and later, into geNEOus.

Working closely with institutions, Sole brings analytical sharpness, creativity, and a deep understanding of the student journey. She has supported institutions across Europe, the US, LATAM, and beyond, delivering strategies in international recruitment, digital transformation, data-driven decision-making, and performance marketing. Her financial background fuels her love for analytics, while her years in the agents’ market gave her real insight into how students navigate opportunities — a blend that allows her to see patterns, question assumptions, and push for meaningful, lasting change.

And her role? Sole is geNEOus’ Managing Director. She leads operations and strategic projects and is the main point of contact for clients, ensuring every partnership is intentional, transparent, and well-managed. She is often the first person institutions meet to define goals and expectations, and she remains present throughout the journey to ensure relationships feel as solid as the work delivered.

Her background as a semi-professional tennis player shapes her leadership: resilient, strategic, and unafraid of challenges. She approaches each project with the same discipline she once brought to the court — always prepared, always improving, always ready to adapt.

While Alejandra created geNEOus, Sole has become an essential force shaping what the company is today. Together, Alejandra and Sole form a complementary leadership duo — one that combines vision with execution, strategy with creativity, and ambition with empathy. It is this balance that continues to drive geNEOus forward and enables the company to create positive, lasting change in education.

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