About Sonia
I'm a Senior Brand Manager/ Strategist, with + 10 years of branding, strong integrated comms expertise, social media and influencer marketing.
I have wide experience in building brands and driving cultural relevance through branded content, creators (Ibai Llanos) and partnerships in areas such as music (Primavera Sound Festival), urban culture (Urban World series) and sports (FC Barcelona, World Padel Tour, Extreme E).
As a marketer, I have led product innovation and brand equity for a portfolio of scented lines across various categories, including fragrance, body care, and home.
My work is driven by cultural & data-driven insights, big strategic instincts, great leadership & close creative collaboration.
Brands I have worked for: COTY, smart, Volkswagen group (SEAT & CUPRA), Philips, Samsung, Vueling Airline, Nestlé, Danone & more.
Books I recently read: The Culture Map, The Creative Act, and I'm now reading Not the End of the World: How We Can Be the First Generation to Build a Sustainable Planet (highly recommended).
Have a look at my portfolio:
That's me. Thanks for reading.
Looking forward to working with you!
English
Native or bilingual
Spanish
Native or bilingual
French
Conversational
Can work on-site
Amsterdam (up to 50km)
Experience
- 4100 - Coty Int. BV - NLGlobal Brand Manager - Beauty & Cosmetics - FREELANCEFASHION AND COSMETICSOctober 2023 - Today (2 years and 7 months)- Product innovation and development of a brand portfolio of scented lines across categories: fragrance, body care, and home- LeD equity, concept creation and campaign execution- Ownership of new flanker launches and management of cross-functional teams (R&D Packaging, R&D Formula, etc.).- Strong collaboration with markets and a pool of agencies for packaging design, comms, e-commerce, and more.
- DeptSenior Global StrategistDIGITAL AND ITJuly 2022 - July 2023 (1 year)Amsterdam, NetherlandsBrand, comms, SM & influencer strategist for Smart, Philips & New Business.Key relevant projects:- Annual Influencer strategy for Philips Hue Benelux- Culture territories strategy for smart automotive brand
- DDBGlobal Senior Brand strategistAUTOMOBILEMarch 2018 - June 2022 (4 years and 3 months)Barcelona, SpainI was exclusively dedicated to SEAT & Cupra, both automotive brands from the Volkswagen group, at an international level.As brand, comms & social media strategist, I guided global and local teams across multiple areas: from launching new products to making them culturally relevant through music, sports sponsorships & creators' collaborations. I was also particularly, involved in the transformation of our clients towards a sustainable & electric mobility model.Yeah: Repositioning of the SEAT brand & SEAT's first electric car, the Mii Electric, which was sold out the same year of the launch.
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Education
- Master in Social Media Branding & StrategyLa Salle2013Social Media Management, Analítica Web, Optimización SEO-SEM, Brand Content, (Mobile) Advertising, Marketing de Afiliación, Digital Business, E-commerce.
- DegreeRamon Llull2009Advertising and PR