'Money Heist' producer Sonia Martínez joins El Estudio, Spain as Director of Contents
Sonia Martínez executive produced ambitious series such as 'Gran Hotel' and 'The Time in Between'
In a major industry move, Sonia Martínez — one of Spain’s most influential TV executives, known for hits like Money Heist and Locked Up — has joined Pablo Cruz’s El Estudio to drive the company’s expansion in Spain.
Founded in 2020 with offices in Madrid and Mexico City, El Estudio has built a strong slate across platforms including Netflix (The Dance of the 41, Las Crónicas del Taco, Deseo), TelevisaUnivision’s ViX (Pena Arena, Al Chile), and Amazon Prime Video (Voy a pasármelo bien, Vengeance). Martínez will serve as director of contents in Spain, overseeing creative strategy, development, production, and corporate consolidation.
El Estudio noted in a statement: “Martínez’s arrival is an important step in El Estudio’s growth strategy in Spain. After building in film and TV in Spanish-language markets with platforms such as Netflix, Amazon and ViX, the company is now reenforcing its local structure. The aim is to grow presence in the Spanish market and develop new projects with international reach.”
Martínez brings decades of experience across Spain’s evolving TV landscape. At Mediaset España (2001–2006), she oversaw prime-time hits like Hospital Central, Los Serrano, and Aída. At Atresmedia TV (2006–2017), she executive produced ambitious series such as Gran Hotel and The Time in Between, as Spain’s originals began reaching global audiences. Later, she championed edgier fare including Locked Up and Money Heist, the latter becoming Netflix’s first global non-English blockbuster.
At Atresmedia Studios (later Buendía Estudios), Martínez also nurtured new creative voices, backing Javier Ambrossi and Javier Calvo’s Veneno, which became a U.S. hit on HBO. She announced her departure from Buendía in February to pursue independent production.
“I’m confronting this new stage with large illusion and sense of responsibility,” Martínez said. “I’m joining a company with a very clear identity, large creative ambition and strong international vocation. I’m highly motivated about contributing to the growth of El Estudio in Spain and supporting projects which connect worldwide.”
Cruz added: “It’s a privilege counting on Sonia at El Estudio. I’ve followed and admired her work during years. Her experience, creative vision and profound knowledge of the industry will be key for the new stage. Her incorporation reenforces our objective of constructing a benchmark company in the creation of Spanish-language contents from Spain and Mexico for the world.”
