Sofia Aronov Email & Phone Number

Riyadh, Saudi Arabia

Milan, Lombardy, Italy

Paris (Remote From Milan)

Milan, Lombardy, Italy

New York, United States

Led all experience strategy and design for the full PepsiCo Energydrinks portfolio, directing and developing major consumerexperiences, retail design, sampling events and influencer kits.Acted as a leader and a proactive teammate, pitchingout-of-the-box, consumer-centric solutions, taking risks to producebold campaigns that e ectively executed brand objectives whileasserting the team’s authority to internal and external stakeholders.Technical skills and leadership attitude earned the support of crossfunctional stakeholders, which resulted in securing budgetsspanning from $ 20K to $ 1MM.Directed complex production pipelines, collaborating with 15+internal teams and managing design and production agencies.Developed a wide, cross functional network by fostering ownershipand self-expression, acting as a mentor and a loyal team player.

New York

Conceptualized, designed and produced 30+ campaigns for 11+PepsiCo brands globally, spanning from sampling activations,interactive experiences, educational installations, retail design, interiordesign, product design, immersive shows and architectural builds.Used technical knowledge to visualize concepts through sketches andmoodboarding, and delivered polished, engaging 3D models andrenderings, with a strong focus on user experience and flow.Expanded knowledge of business strategy by collaborating withmarketing teams, and refining managerial approach by directingcountless external agencies and vendors.Technical competence helped sell winning concepts across internaland external stakeholders, empowering in-house design andexecution culture that resulted in $ 1MM+ savings across 2 years.

Oversaw the art direction, strategy and design for successfulprojects for brands like Dyson, Adidas, Nordstrom, Shell andCosta Rica tourism, with budgets spanning from $ 100K to 600Kper project.Directed and presented strategic decks to clients and managedexternal agency vendors for the production and fabrication ofcomplex set design, retail displays, and augmented realityinstallations combining digital and physical components.Expanded technical skills in order to deliver photo-realistic 3Drenderings and shop drawings which streamlined the productionprocess across internal and external stakeholders.

Greater New York City Area

Conceptualized winning creative concepts and designedinteractive experiences, augmented reality platform andretails displays for 20+ brands across retail, fashion, beauty,culture, tech, and big data.Collaborated with copywriters, creative technologists,producers, and fabrication shops to bring to life multi-mediainstallations with focus on innovation and technology.Designed complex presentations delivering strategic thinkingand design excellence through sketches, mood boards,storyboards, 2D graphics, data vis and copy writing.

Greater New York City Area

Collaborated with a team of copywriters in a highly fastpaced environment to conceptualize and design creativepitches for 30+ projects, including 2D graphics, concept art,sketches and mood boards.

New York City, Stati Uniti

London

Responsible for design and production ofmovie posters for "The Cinema Club"

Milan

Mfa Design & Technology, Graduate

Central Saint Martins - Bachelor’S Degree, Graphic Design & Moving Image

Activities and Societies: The cinema Club

Foundation Degree At Central Saint Martins College Of Art And Design, Graphic Communication Design, Distinction

Activities and Societies: The cinema Club