Sofia Holden Email & Phone Number

Mexico

Beaverton, Or, Us

Responsibilities: Portfolio Management: Oversee the end-to-end strategy for Men's categories in Football, Running, Lifestyle and Jordan, driving growth across Latin America. Develop and execute category and brand strategies that support innovation, omnichannel presence, and unified brand messaging in key markets including Mexico, Brazil, Argentina, Peru, and Colombia.Marketing Strategy Development: Craft and implement short- and long-term marketing strategies designed to drive sales and profitability. Utilize a consumer-centric approach informed by data, economic trends, and evolving consumer needs to fuel strategic decision-making.Leadership: Lead and inspire a diverse, high-performance team, fostering talent and motivation while identifying strategic market partnerships and industry opportunities to advance both cultural impact and business objectives across the region.Team Collaboration: Contribute to the Latin America Marketing Leadership Team, actively participating in strategic decision-making for the team, brand, segment, and overall business direction.

Beaverton, Or, Us

Responsibilities: Built a multiyear lifestyle strategy that drove growth by identifying data driven consumer insights and merging global needs and key city business priorities into actionable deliverables.Notable Results, Campaigns & Launches: 1. Developed seasonal strategic frameworks by plotting key brand & business opportunities that created and served demand across the marketplace. Led by a consumer-centric approach funnel with data, economical/political landscape, and consumer needs.2. Overall lifestyle segment management from recruiting, developing, and motivating a diverse team of high-performance individuals to identifying major market partnerships and industry gaps that will move the culture and business forward.

Beaverton, Or, Us

Responsibilities: Led city brand development by engaging consumers on an integrated marketing and digital strategy with focus on activity (movement), membership growth (relationships) and purpose.Notable Results, Campaigns & Launches: 1. Created the city brand strategy for the Super Bowl LVI hosted in Los Angeles leading a +85 cross functional team successfully delivering the most viewed, consumed and shared sport moment in NFL history. 2. Developed the new brand & business strategy for Angel City FC strengthening the brand and its community by driving consumer engagement, product demand and digital awareness. 3. Innovated in grassroots/community management redefining how sport is seen by bringing access to underserved kids in a sustainable and long term proposition.

Beaverton, Or, Us

Responsibilities: Led and drove brand plans and key consumer concepts, in support of the brand narrative, purpose and consumer constructs. Including key city professional teams – i.e., Rams, Chargers and Dodgers.Notable Results, Campaigns & Launches: 1. Created a Latino brand voice for the Super Bowl LIV ad, 'Dalia: Cambiando el Futuro', creating relevance, product development and authenticity through local content.2. Developed the concept 'House of Baseball' to inspire a new fandom culture to celebrate Dodgers Heritage, their World Series Championship, and a groundbreaking initiative - The Los Angeles Cortez. 3. Built and led the global football city brand strategy, business development and marketplace offense by reemerging football (soccer) in LA.

Beaverton, Or, Us

Responsibilities: Developed the complete marketing plan for the global football product line in Mexico. Maintain programs that maximized the Football brand awareness and sales through messages and media outlets meaningful to consumers and retailers.Notable Results, Campaigns & Launches: 1. Created the first women’s soccer brand & business strategy in Mexico with various ad campaigns, 'No cambies tu sueño, cambia al mundo' that portray the infinite possibilities Mexican women have in a traditional male predominate culture. 2. Developed the new product innovation process for clubs & cleat product line - i.e. Club America, Club Pumas, Hirving Lozano signature shoe, from the consumer insight to the product design to the executional marketing mix.3. Led the global football city brand strategy, business development and marketplace offense by strengthening clubs & athletes business, brand and consumer engagement in Mexico.

Beaverton, Or, Us

Responsibilities: Led the Women Segment by defining key priorities, developing seasonal marketing plans, and plotting key brand defining moments to create and serve demand across the marketplace. Notable Results, Campaigns & Launches: 1. Created, led, and executed the first 'Just Do It' campaign 'Juntas Imparables' for female consumers across Mexico & Latin America. Our work accelerated retail and online revenue growth by +35% over prior year. We achieved a massive engagement igniting a city movement where more than +12,000 women participated in a 6-week digital challenge accumulating +12.1M minutes of activity in NTC and NRC apps. Each minute of activity was translated into hours of play that delivered 1 year of free play in 100 public school across the Country. 2. Led the global Jordan Launch, 'The 1 Reimagine' collection fueled by an all-female design collective combining their individual expertise and creative vision. 10 novel silhouettes that made consumers rethink sneakers.3. Developed the category brand strategy and its subdivisions - yoga, training, running, dance and lifestyle to increase business demand, product innovations, consumer engagement and retail services.

Beaverton, Or, Us

Responsibilities: Introduced the Women category in Mexico by defining key priorities, developing seasonal marketing plans, and create product demand across the marketplace. Notable Results, Campaigns & Launches: 1. Created the concept 'Bra Haus' across the marketplace to introduce the Sport Bra Collection (Over 58 skus) positioning Nike as #1 sports bra in Mexico and Latin America. 2. Introduced the 'Training' category to the Mexican market by translating the NTC app to Spanish, brought the first 'Nike Women Victory tour' (5k+ training festival), made retail landscape appealing to the consumer and launched a new footwear collection to serve more type of sports which triggered an exponential business growth. 3. Co-Created the brand concept 'Casa Nike Women' space in Mexico City, a unique space offering fitness & wellness services and experiences in a state of the art digital & physical ecosystem. The social & media marketing drove free media coverage of 500M+ impressions worth $3.5M dlls.

Beaverton, Or, Us

o Led and executed functional brand plans for the Running and Action Sports Categories by working cross functionally with extended teams- Brand Creative, Digital, Comms, consumer insights, brand planning and retail. o Execution of strategic brand plans and consumer events to drive consumer demand, brand strength and engaged consumers with Nike Running & Action Sports Brand, Nike+ app and key innovation products.

Mclean, Virginia, Us

Led and executed functional brand plans for the Snickers Brand by working cross functionally with extended teams- Brand Creative, Digital, Comms, consumer insights, brand planning and retail.

Purchase, New York, Us

o Merged Sabritas brand’s strategies with shopper & customer needs for Walmart Group and Oxxo Convenience Stores by assuring a correct listing process, volume allocation, SKU rotation, weekly sales and specific retailer needs to meet consumer demand. o Executed 360° retail plans, customized product portfolio for retailers & experiential executions for shoppers. Exclusive and Tailor-Made Point of Sale exhibitions per account.

Purchase, New York, Us

o Worked in the 5 -10 years product development pipeline for the confectionary and chocolate business. Deep focus on market trends, consumer insights, data and economic analysis that created new business opportunities in the long term. o Learned and adapt consumer and flavor trends into product development concepts, marketing strategies, product pipelines for PepsiCo Foods and its subdivisions. The work was presented and approved by PepsiCo Mexico President and C-Suite Leadership Team.

Leverkusen, North Rhine-Westphalia, De

o Internship with the Coatings, Adhesives and Sealants business unit for Bayern.o Prepared and translated documents (German-English-Spanish) focused on pricing, material requests, customer trends and marketing insights.