Sofia Zubiría is a Senior Consultant based in EDC’s Dubai office. She joined the firm in 2025, bringing a strong background in strategy consulting across payments, fintech, and digital transformation. Prior to EDC, Sofia spent five years at Mastercard Advisors, leading projects across Latin America for issuers, acquirers, and public sector banks. Her work ranged from digital product launches and credit portfolio migrations to financial model development and go-to-market strategies for new entrants. She also supported institutions with customer retention design, risk model optimization, and PMO delivery across multi-stakeholder programs. Sofia holds an MBA from London Business School and a BSc in Financial Management from Tecnológico de Monterrey, with international study in Shanghai and Madrid. She is fluent in English and Spanish.