Sonja Lee Email & Phone Number

New York, New York

Independent consultant providing brand strategy, marketing, innovation and consumer insights in 3-6 month projects for diverse clients: Retail (e-commerce), Hospitality, Consumer Goods, Music & Entertainment and Non-Profit.- Provided thought leadership to clients aiming to achieve best practice in the areas of innovation, point of sale marketing and effective go-to-market strategies.- Developed 3-5 year strategic business and marketing plans to drive sales growth and profitability.- Developed and managed brand and product/service launch campaigns for clients including; digital/social media, editorial/PR, event management and product sampling.- Conducted post analysis on marketing campaigns and provided insights and recommendations on future activities. - Developed digital marketing launch campaign for hospitality client including; Facebook promoted posts, landing pages, e-mail retention campaign, Google AdWords and creative content.

Greater New York City Area

- Led, developed, presented and managed marketing strategies and retail solutions for leading U.S and International retailers across all channels and categories to profitably grow and strengthen their Private Brand business.- Managed and developed communication, branding and packaging strategies and solutions to increase consumer awareness and shopper engagement in and out of store based on insights, trends and an in-depth understanding of client business needs.- Led and managed brand positioning and product innovation projects from start to finish for multiple clients across a wide variety of categories including food and beverage, beauty, healthcare and general merchandise.- Proactively responded to clients needs with value-added consumer/shopper insights and creative solutions to build strong consultative partnership.- Identified opportunities to grow existing client business including developing new business pitches.- Managed an Associate Marketing Manager.

Melbourne, Australia

Provided consumer insights recommendations for Cadbury, Toblerone and Cote d'Or chocolate brands by developing and guiding strategy, optimizing brand portfolio and driving competitive advantage via marketing initiatives, marketing communications and strategic business planning.- Developed research-based consumer insights to identify whitespace opportunities and brand stretch.- Identified and developed innovation platforms for subsequent ideation and new product development.- Developed product and packaging concepts and product formula/ingredients, prototypes with R&D and manufacturing.- Led cross-functional teams across all stages of identifying, chartering, developing and launching new products.- Presented viability for launch and commercialization strategies (brand architecture, brand and product positioning, segmentation, product ranges, pricing, packaging formats, sales and volume forecasting, financial feasibility, sell story creation and consumer launch plans).- Designed and managed qualitative and quantitative research projects (focus groups, online surveys, consumer and shopper immersions, home in-use tests, product and pack concept tests, advertising and copy tests, brand equity and health, brand awareness and advertising tracking, usage and attitude studies.

Sydney, Australia

Independent marketing consultant providing marketing and consumer insights in 6-12 month projects for diverse consumer goods clients: health & beauty, baby, apparel, grocery, general merchandise, hospitality and IT software/hardware clients.- Responsible for product portfolios of up to $450 million, budgets of up to $8 million and small client teams.- Developed and managed marketing, merchandizing, promotional activity and in-store events to increase sales, consumer awareness, shopper traffic and conversion and profit maximization for Coles Supermarkets, Australia's #1 grocery retail chain.- Leveraged consumer and shopper insights, trends, market/sales data and consumer feedback to develop category and shopper marketing plans to drive business growth and competitive advantage.- Developed and managed brand and product launch media campaigns for clients including; print ads, advertorials, brochures, direct mail, event management, telemarketing, digital and social.

Sydney, Australia

Provided strategic direction in the development of trade and customer marketing strategies and retail initiatives for the entire Nivea brand and categories across all retail customers for the Australia and New Zealand market including:- Led, developed and managed point of purchase (POP) programs and in/out of store events such as promotional pricing, promotional packs, gift with purchase, display and merchandising, product sampling and demonstrations, new product launches, coupon vehicles, consumer promotions and trade shows.- Led, developed and managed all point of sale (POS) and visual merchandizing operations and solutions including Nivea brand concept stores and merchandizing displays/units.- Conducted post-promotion analysis and ROI across each retailer and Nivea brand portfolio.- Utilized shopper research to define insight based shopper marketing programs that achieved the goals of customers and the Nivea brand.- Responsible for managing Australia and New Zealand Trade Marketing budgets.- Managed a team of 5 Trade/Customer Marketing Managers.

Sydney, Australia

Managed the flagship brands in the Nivea portfolio. Key responsibilities included:- Led the development of the 3-5 year brand vision plan, innovation, communications and competitive brand marketing plans to drive growth, share and profitability of the Nivea skincare portfolio.- Portfolio management of P&L/Financials: brand budget, cost savings, profitability, pricing, cost of goods, forecasting, optimizing sales and market share.- Managed and briefed agencies on strategy and creative development for TV advertising, consumer promotions, print, digital, social, sponsorships and public relations campaigns.- Managed 2 Brand Managers and 1 Marketing Intern.

Sydney, Australia

Managed the flagship brands in SC Johnson cleaning portfolio. Key responsibilities included: - Led the 3-5 year strategic brand and innovation plans to grow sales, share and profitability for the household cleaning business.- Managed and briefed creative and media agencies on brand communication and integrated marketing campaigns including; TV advertising, print, radio, digital, social, consumer promotions, promotional packs, sponsorships and public relations.- Financial/P&L portfolio management (brand budget, cost of goods, profitability, cost savings, pricing, forecasting, optimizing sales, share and return on investment).- Managed 2 Associate Brand Managers.

Sydney, Australia

Managed Clorox flagship brands in the homecare cleaning portfolio. Key responsibilities included leading 3-5 year brand strategy and innovation plan and managing the portfolio (budgets, forecasting, margin and profit optimization, category range reviews and new product launches).- Briefed and managed creative and media agencies on brand communication campaigns (TV advertising, print, radio, sponsorships and public relations) and in-store activation plans to drive trial and repeat purchase (consumer promotions, pricing, promotional packs, point of sale).- Managed an Assistant Brand Manager.

Sydney, Australia

Responsible for managing the Consumer Eye Care portfolio which included developing 3 year strategic marketing plans, implementing media and key account promotional activation plans, launching new products and line extensions (product launch kits, trade presenters and POS) and financial/P&L management (budgets, forecasting, pricing, sales, share and profitability).

Sydney, Australia

Responsible for all product launch activities including new product development, product packaging, event management, in-store demonstrations and product sampling, point of sale materials, implementing in/out store promotional programs in key retail accounts.

Melbourne, Australia

Responsible for all aspects of the marketing mix for fresh pasta and sauces portfolio including; new product development and launches, market research (focus groups, consumer product and sensory testing), packaging development, event management, sponsorships, in-store and out of store product demonstrations and product sampling, developing and managing point of sale materials, consumer promotions and market/sales portfolio analysis.

Postgraduate, Marketing Management

Bachelor'S Degree, Marketing

Activities and Societies: Monash Marketing Society Alumni