Gemma Rubio Rodrigo is a communication expert, international speaker, and facilitator. She is the founder of Define the Fine, a one-of-a-kind company that integrates neuromarketing and neuroscience to propel businesses to success. She is also the neuromarketing Professor at CEF (Centro de Estudios Financieros), and her multifaceted personality has made her one of the most decorated leaders in her field. 

Her journey began as a Country Manager for Spain in an EdTech company while living in the Netherlands. She had to start everything from scratch, building a network, learning the nuances of the Spanish market, and enhancing her marketing and communication skills. She says, “To improve our strategies, I delved deeper into UX and neuroscience, which transformed how I approached marketing. Over time, I gained expertise and expanded into new projects, which eventually led me to launch Define The Fine. Through this agency, I’ve had the privilege of helping international companies refine their strategies and communication efforts. This experience has been invaluable, allowing me to work with diverse teams, understand different markets, and ultimately become a leader in the field.”
Gemma’s expertise lies in understanding the psychology behind consumer behavior, enabling her to create marketing and communication strategies that truly resonate with audiences. She actively listens to each client, ensuring she understands their unique goals and challenges. Working with clients from diverse cultures and nationalities has taught her the importance of adapting strategies to fit different market dynamics and cultural nuances. By aligning strategies with how people naturally think and act, she helps clients connect more effectively with their target audiences, which enhances their credibility and reach.
Personality and Inspirations
She describes herself as an empathetic and enthusiastic communicator, always aiming to connect authentically with others. She believes in a positive, approachable communication style that respects the individuality of each person she works with. Active listening is at the core of her approach, allowing her to truly understand client's needs and adapt her guidance to suit them. Her style is inclusive and shaped by her experience with diverse teams and cultures, which helps her create effective and culturally sensitive strategies.
Gemma candidly mentions that she doesn’t have one specific role model or person who inspires her. Instead, she tries to learn from everyone around her, observing those who excel in their fields and applying their best practices to her work whenever possible. She also enjoys reading about various leaders and visionaries to gain new perspectives. This approach has allowed her to build a well-rounded toolkit of insights and strategies, each inspired by different people, which has been invaluable throughout her career.
She recalls one of her most memorable experiences, which was her role as the Country Manager for Spain. After two years of dedicated work, she reached the point of closing a partnership with Spain's Ministry of Education, which was a rewarding milestone. Another standout project was with a company in a Russian incubation program. By helping them define their buyer persona, they achieved substantial business growth, allowing them to align more closely with their social mission.
Over the years, she has developed a tailored interview process that she constantly refines to deeply understand her clients' businesses and the personality they want to project. One key aspect of her approach is applying neuroscience to craft communication strategies from all angles. She remarks, “Understanding how people process and react to messages goes beyond surface-level marketing; it enables us to create impactful connections and resonate with diverse audiences. This method ensures that every piece of the communication aligns effectively with the client's objectives.”
Gemma constantly focuses on personality and authenticity, defining unique and authentic communication rather than following industry trends. She reiterates, “If we simply follow what's trending, we don't stand out. It's important to know what's being done, but only to see how we can improve. Then, we must create something that aligns with who we are, what we stand for, and our values.”
The invaluable benefit a client can derive from a session with her is that no two sessions are the same. She takes the time to understand each client's project and company’s personality in detail. Everything she creates for them is tailored specifically to their needs and context—it wouldn't work for anyone else. Gemma feels the real value comes from working together to develop an authentic communication strategy that resonates with the audience and is rooted in their values. Clients get something genuinely relevant and powerful for their business by offering this personalised approach.
When it comes to the challenging aspects she sometimes faces, clients don’t fully understand what marketing involves, particularly when it comes to neuromarketing. She feels many people confuse traditional marketing with what she does, which focuses more on emotions and sensory experiences. It can be hard for some to let go of their usual thinking. Patience is key, and she often needs to explain things in various ways, using examples they can relate to so they can see the difference for themselves. She also hears things like 'my product is different' or 'my product/service is for everyone,' which can sometimes be tricky. In these cases, she guides them to see how personalising their approach and focusing on specific emotions can set them apart and connect them more deeply with their target audience.
She has been a recipient of numerous awards and accolades including:
- Role Model Women in Tech 2019 #WiTNL (The Netherlands)
- TĂtulo de Mujer Lider 2023 - Mujeres Lideres de las AmĂ©ricas y FundaciĂłn CD (Spain)
- Best Startup Mentor - Impact Leadership Global Award 2024 (Dubai) Woman Leader in Corporate Communications Global Women Leadership Awards 2024 (Dubai)
- Woman Leader in Corporate Communications Global Women Leadership Awards 2024 (Dubai)
- Global Woman Power Leader 2024 - White Page International (Dubai)
- Best marketing and media 2024 - Middle East Excellence Summit (Dubai)
She shares her advice with our audience: "My advice would be to listen and pay attention to what people tell you. Often, there’s much more information in their words than we realise. Understanding your clients and their needs gives you the insights to respond in a way that builds stronger connections. That way, you can tailor your approach, creating strategies that align with your audience's wants. A solid strategy comes from a deep understanding of your customers—it’s all about listening, adapting, and delivering value.”
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