Some stories arrive in the audiovisual industry almost by surprise, and one of them is that of Carolina Sosa, Financial and Marketing Manager at Integración AV. An advertiser by profession, an entrepreneur at heart, and a sustainability enthusiast, she found in this sector a space to grow, contribute, and experience in her own way what it truly means to be an entrepreneur.

Her entry into the audiovisual world happened “for love”: “They say that when you marry someone, you marry everything they do — and that’s exactly what happened to me. I came into the AV world thanks to Juanca (Juan Carlos Gutiérrez), my partner. While I was running my corporate catering company, De Las Abuelas, he was already leading Integración AV. During the pandemic, my business came to a halt, and I had a lot of free time. Integración AV, on the other hand, was busier than ever. I told Juanca I wanted to take care of their social media just to keep myself entertained… and that’s how it started. Little by little, I got more involved and ended up managing the financial and marketing areas — something I absolutely love.”

Inspirations and Shared Lessons

Carolina acknowledges that much of her commitment to the industry came from her partner:

“Juanca has his heart and soul in this industry, and that passion rubbed off on me. I understood why he studies so much, why he gives his all in every project, and why he shares his knowledge — even with companies that others might see as competition.”

Along the way, she also found female role models who made an impact, such as Maru Gaitán from Grupo Niza: “I’m so glad I met her — she’s become a mentor in my career. I admire her ability to thrive in what used to be a male-dominated industry, her generosity, and the way she supports others.”

Challenges and Achievements That Leave a Mark

When asked about her biggest challenges, Carolina doesn’t hesitate: “The hardest part is running a business and staying relevant. Entrepreneurship means facing the unknown, and resilience is key — to endure, navigate tough times, and trust your decisions enough to turn challenges into opportunities.”

Among all the projects she’s worked on, one holds a special place in her heart — the Medical Simulation Center at Universidad Javeriana: “It was a unique project that showed how technology can impact the lives of students, teachers, and patients. It was recognized worldwide and became a finalist at the AV Awards. It made us believe in the quality of what we do in Latin America and empowered us as a company.”

Women and Leadership in the AV Industry

Although the sector is still largely male-dominated, Carolina says her experience has been positive: “Here, women are heard; we have a place. When a woman leads, the industry celebrates. We owe that to the many women who paved the way before us. I feel that I’m seen as an equal — and that fills me with pride.”

She doesn’t hesitate to offer advice to young women who want to enter the field: “Don’t think twice. The industry needs more women. We bring a different perspective that adds tremendous value. If you’re good at what you do, it’ll be easy to shine.”

Routine, Balance, and Life Purpose

Carolina starts her day with great discipline: “I like waking up early — sometimes at 4 or 5 a.m. I begin with exercise, meditation, and a moment of calm. I like to land softly into the day, without rushing. That also means I’m ready to sleep by 8 p.m.”

Between Integración AV, De Las Abuelas, her role at SAVe, and participation in AVIXA committees, her schedule is always full — but she still makes time for what matters most: “Physical and mental health are non-negotiable. Exercise, good nutrition, and rest are the foundation. Things get hectic during trade shows, but I believe in balance — if I take care of myself the rest of the time, those busy days are easier to enjoy without guilt.”

That balance also comes from blending work and personal life: “Juanca works in the industry, and many of my friends do too. Sometimes we don’t even know if we’re working or having fun — and I love that.”

Looking Ahead

When asked about the changes she hopes to see in the industry, Carolina is clear: “I’d love to see a more sustainable industry. And I don’t just mean greener — I mean one with gender equality, fair employment, and community impact. Selling with purpose changes everything we do.”

As for her personal dreams, she answers with calm gratitude: “Last year I had a total hysterectomy, and I thought that might be the end of my story. But I realized that if I had died, I would have left peacefully because I’ve lived a full life — doing what I love. I don’t feel like I have unfinished business, but I do have many dreams: to keep traveling, creating, building my business, and enjoying life. I picture my retirement home with a garden, a table under a tree, and long dinners with friends that turn into parties with lots of wine.”

Beyond Work

Outside the office, Carolina devotes time to what reconnects her with herself: “I love cooking because it’s like active meditation — just like running. They’re moments of creativity and peace that also help me come up with ideas for work.”

And she always carries a phrase that sums up her life philosophy: “Be the change you wish to see in the world. And sharing is living.”

Would you like to connect with more inspiring women? Join our AVIXA Women’s Council. 

A version of this article was originally posted in Spanish by AVIXA Español.