Sonia Longoria
Dana Point,CA
Summary
Results-driven executive with 25+ years in B2B and B2C sales management, including two decades in leadership across start-ups and established organizations. Proven success building high-performing teams, exceeding revenue goals, and driving market expansion. Skilled in sales strategy, pipeline development, and product launches, with expertise in distribution, branding, and client relations. Recognized for developing talent and leveraging emotional intelligence to deliver measurable results and sustainable growth.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Senior Administrative Assistant
Irvine Company
San Diego
01.2025 - Current
- Supported real estate sales operations by tracking revenue, vacancies, and unit turns to drive profitability.
- Prepared reports for budgeting and forecasting, streamlined reporting processes, and managed executive communications.
- Coordinated seamless onboarding experiences for new hires to ensure they were properly equipped with the necessary tools to succeed in their roles from day one.
- Developed and maintained filing systems for efficient document retrieval and compliance with company policies.
- Managed correspondence, facilitating effective communication between departments and external
- Streamlined office procedures, enhancing workflow efficiency and reducing processing times for administrative tasks.
- Oversaw inventory management of office supplies, ensuring adequate stock levels and timely reordering processes.
- Implemented new software solutions to improve data tracking and reporting accuracy across administrative functions.
- Assisted in planning corporate events, coordinating logistics to ensure successful execution and alignment with organizational goals.
- Kept files and records in content management systems such as Salesforce, Google, EXCEL and others.
- Supported project teams in achieving their goals through proactive assistance with research, data analysis, and report preparation.
- Served as a reliable point of contact for both internal and external Management, demonstrating strong problem-solving skills to address any issues that arose.
- Arranged business travel details for company employees per supervisor requirements.
- Maintained personal schedule, professional calendar, and individual appointments for VP and other senior staff members, ensuring optimized time management and prioritization of key meetings.
Medical Coordinator
A Mission for Michael
San Juan Capistrano
01.2024 - 01.2025
- As Medical Coordinator at AMFM Healthcare, I optimized nursing operations and ensured regulatory compliance while supporting staff and clients.
- I coordinated appointments, managed pharmacy orders.
- Maintained accurate medical records in line with HIPAA standards.
- Collaborating with clinical teams and leadership, I streamlined workflows and enhanced the client experience.
- This role strengthened my operational precision, empathy, and emotional intelligence, skills essential to effective leadership and relationship management.
- Trained new staff on operational protocols, improving onboarding efficiency and team integration.
- Collaborated with multidisciplinary teams to optimize care plans tailored to individual patient needs.
- Managed resource allocation effectively, ensuring availability of necessary medical supplies and equipment.
- Ensured compliance with all federal and state regulations related to medical practices by staying up-to-date on industry best practices and adapting internal policies accordingly.
- Developed and implemented efficient scheduling processes for medical staff and patient appointments.
- Coordinated patient care initiatives, ensuring seamless communication among healthcare providers and families.
- Streamlined documentation procedures, enhancing accuracy in patient records management.
- Led quality improvement projects focusing on patient satisfaction and service delivery enhancements.
- Enhanced patient care by efficiently coordinating medical services and streamlining communication between healthcare professionals.
- Promoted positive relationships between patients and healthcare providers through professional communication skills and empathetic understanding of individual needs.
- Served as a critical point of contact for patients during emergencies or after-hours situations, providing appropriate guidance and support during challenging moments.
- Improved patient satisfaction by promptly addressing concerns, answering questions, and providing clear explanations of treatment plans.
- Ensured accurate record-keeping by diligently maintaining electronic health records and updating patient information as needed.
Trauma Mental Health Technician
A Mission for Michael
San Juan Capistrano
01.2024 - 01.2025
- In this role, I refined my ability to navigate complex personalities and high-stakes situations, skills directly transferable to sales leadership and client management.
- Direct care and Support-Applied daily support to clients,ensuring a safe, therapeutic environment which involved conflict resolution strategies to maintain trust, align diverse interests. These experiences strengthened my emotional intelligence, enabling me to read cues, tailor communication, and inspire commitment. By balancing empathy with strategic focus, I drove accountability, engagement, and results, transforming challenges into lasting relationships and measurable business growth.
- Safety and Logistics: Transport clients to appointments, conduct safety drills, and respond to crises.
- Documentation and Monitoring: Observe client behavior, document process, and report to the clinical team.
- Group Facilitation: Lead and documented recovery-focused group session
- Medication Support: Assisted the nursing team with client medication that was self administrated.
Senior Sales Director of Sales and Marketing
Indie Distribution
Buena Park
01.2020 - 01.2023
- As the Sr. Sales and Marketing Director of Indie Distribution, I drove revenue growth by guiding businesses through digital transformation and e-commerce expansion. Partnering with PROOF Holdings Inc., I supported $240M in gross profit and $60M in venture funding through optimized sales strategy, customer retention, and market alignment.
- Built scalable sales systems, streamlined operations, and strengthened stakeholder partnerships to deliver sustainable growth and measurable financial results.
- Collaborated with marketing to create targeted campaigns aligning with sales objectives.
- Established key performance indicators for evaluating sales effectiveness and team success.
- Developed comprehensive sales plans, setting ambitious targets and guiding the team towards their achievement.
- Led successful contract negotiations, securing favorable terms for long-term business partnerships.
- Collaborated cross-functionally with marketing teams to develop targeted campaigns that drove interest in our offerings and generated new leads for the sales department.
- Implemented customer feedback loops to better understand client needs, addressing concerns promptly while continuously improving our service offerings.
- Managed key account relationships with consistent communication, fostering trust and loyalty among clients.
- Contributed to the development of long-term company strategies, working closely with senior leadership to ensure alignment between sales goals and overall business objectives.
- Delivered engaging presentations at industry events, showcasing the company''s products and services while generating leads for future business opportunities.
- Increased sales revenue by implementing effective sales strategies and cultivating strong client relationships.
- Collaborated with marketing teams to help sales campaigns reach target audiences.
- Worked closely with product teams to understand customer needs and requirements.
- Built relationships with customers and community to establish long-term business growth.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
- Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
Senior Director of Sales and Marketing of International and Domestic Sales
Moehair Inc USA
Placentia
01.2016 - 01.2020
- As Senior Director overseeing domestic and international markets, I drove 100% sales growth by building scalable pipelines, developing high-performing sales teams, and expanding market share across regions. Partnering with the CEO, I led budgeting, sales strategy, and a full rebrand, including new packaging, website redesign, and product launches, that elevated brand visibility and doubled the company's portfolio. I also managed PR and social media campaigns with outlets like Good Day LA, KTLA, and Buzzfeed, strengthening distributor confidence and positioning the brand as a global market leader.
- Led strategic initiatives to enhance operational efficiency across multiple departments.
- Developed and implemented comprehensive business strategies, aligning with corporate objectives.
- Directed cross-functional teams to execute high-impact projects, ensuring timely delivery and quality standards.
- Championed process improvement initiatives that significantly reduced overhead costs and increased productivity.
- Collaborated with executive leadership to define long-term vision and operational goals for the organization.
- Mentored senior management, fostering a culture of continuous improvement and professional development.
- Analyzed market trends to inform strategic planning and drive competitive advantage in product offerings.
- Established metrics for performance evaluation, enhancing accountability and driving results across all levels of the organization.
- Optimized project timelines by effectively delegating tasks and prioritizing workload among team members.
- Cultivated a culture of innovation by promoting creative thinking and encouraging employees to take calculated risks in pursuit of solutions.
- Developed strong relationships with key industry partners, fostering collaboration and mutual growth opportunities.
- Directed design and execution of business transformation initiatives to drive performance, profit optimization and growth opportunities.
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
- Created an agile working environment, enabling rapid response to changing business needs without sacrificing quality or performance standards.
- Achieved departmental goals by developing and implementing strategic plans and initiatives.
- Managed risk effectively by identifying potential threats, developing contingency plans, and implementing mitigation strategies in line with overall business objectives.
- Established data-driven decision-making processes and implemented best practices in analytics to optimize performance across the organization.
- Increased employee satisfaction, providing regular coaching and feedback sessions.
- Streamlined operations for increased efficiency with process improvements and automation.
- Championed continuous improvement initiatives to drive operational excellence within the organization.
- Led cross-functional teams to successfully launch new products, meeting deadlines and budgets.
- Facilitated seamless business transitions during mergers or acquisitions, ensuring minimal disruption to ongoing operations while integrating teams effectively.
- Grew talent pool by actively recruiting top-tier candidates from diverse backgrounds while implementing robust training programs for skill development across all levels of staff members.
- Performed continuous evaluations of business facility, teams and policies to keep operations efficient and consistent.
- Navigated complex regulatory environments to ensure compliance with local laws, standards, and regulations relevant to the business domain.
- Reduced employee turnover rates by creating a positive work environment with clear expectations and support systems in place.
- Implemented cost-saving measures through effective resource allocation and budget management.
- Met with department supervisors and provided staff support to attain organizational goals.
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Revamped operational plans to refocus staff and align processes with business objectives.
- Instituted formal operating procedures and enforced adherence to policies and regulations that impacted bottom-line.
- Enhanced internal communication channels, resulting in improved information flow and decision-making processes.
- Led development of business operation processes and policies.
- Planned and integrated project and program schedules.
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Leveraged professional networks and industry knowledge to strengthen client relationships.
- Leveraged data and analytics to make informed decisions and drive business improvements.
- Successfully managed budgets and allocated resources to maximize productivity and profitability.
- Evaluated employee performance and conveyed constructive feedback to improve skills.
- Maintained positive customer relations by addressing problems head-on and implementing successful corrective actions.
- Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
- Developed detailed plans based on broad guidance and direction.
- Cultivated positive rapport with fellow employees to boost company morale and promote employee retention.
- Established performance goals for employees and provided feedback on methods for reaching those milestones.
- Established team priorities, maintained schedules and monitored performance.
- Defined clear targets and objectives and communicated to other team members.
- Planned, created, tested and deployed system life cycle methodology to produce high quality systems to meet and exceed customer expectations.
- Managed senior-level personnel working in marketing and sales capacities.
- Streamlined and monitored quality programs to alleviate overdue compliance activities.
- Launched quality assurance practices for each phase of development
- Opened and closed location and monitored shift changes to uphold successful operations strategies and maximize business success.
- Improved staffing during busy periods by creating employee schedules and monitoring call-outs.
- Set aggressive targets for employees to drive company success and strengthen motivation.
- Controlled resources and assets for department activities to comply with industry standards and government regulations.
- Used industry expertise, customer service skills and analytical nature to resolve customer concerns and promote loyalty.
- Maintained professional demeanor by staying calm when addressing unhappy or angry customers.
- Assisted in organizing and overseeing assignments to drive operational excellence.
- Trained personnel in equipment maintenance and enforced participation in exercises focused on developing key skills.
- Reduced waste and pursued revenue development strategies to keep department aligned with sales and profit targets.
- Identified and communicated customer needs to supply chain capacity and quality teams.
Multi-Store Manager
CosmoProf
Orange
01.2003 - 01.2017
- As Multi-Store Manager at CosmoProf, I drove sales performance by developing and leading teams across marketing, merchandising, operations, HR, and loss prevention. I cultivated high-end salon and business accounts, consistently exceeding sales and marketing goals while expanding market share through strategic partnerships and negotiation. Managing multiple territories, I strengthened relationships and profitability across districts and represented the company at national trade shows to grow distribution channels and professional accounts. I also assumed full leadership during my District Manager's absence, ensuring operational continuity. This role honed my ability to lead large-scale distribution, build trusted partnerships, and deliver measurable revenue growth in alignment with corporate objectives.
- Analyzed sales data to identify trends and drive strategic inventory management decisions.
- Coordinated scheduling and staffing for optimal coverage during peak business hours.
- Led initiatives to improve operational efficiency, reducing costs while maintaining service quality.
- Mentored store managers, fostering leadership skills and promoting professional growth within the team.
- Established strong vendor relationships to negotiate favorable terms and streamline supply chain processes.
- Maintained a high level of product knowledge across various categories to effectively guide staff members in assisting customers.
- Achieved consistent sales growth across multiple locations through proactive team leadership and effective marketing initiatives.
- Increased overall store performance by implementing effective sales strategies and staff training programs.
- Optimized store layouts for increased foot traffic and maximized sales potential.
- Implemented loss prevention measures for minimized shrinkage and increased profitability.
- Collaborated with corporate teams to ensure brand consistency and adherence to company policies across all locations.
- Conducted regular performance evaluations for staff members, providing constructive feedback and identifying areas for professional development.
- Streamlined inventory management processes for improved efficiency and reduced stock discrepancies.
- Reduced employee turnover rates with comprehensive onboarding processes, ongoing training, and supportive management practices.
- Addressed escalated customer concerns promptly with appropriate resolutions to maintain positive customer experiences.
- Managed budgets, financial reporting, and forecasting for multiple stores, ensuring cost-effective operations and sustained revenue growth.
- Successfully opened new store locations, coordinating hiring, staff training, merchandising setup, and grand opening events.
- Established strong vendor relationships, negotiating favorable terms for product procurement and delivery schedules.
- Developed targeted local marketing campaigns to boost community engagement and drive in-store traffic.
- Enhanced customer satisfaction by monitoring service quality and implementing necessary improvements.
- Ensured compliance with labor laws, health regulations, safety guidelines within each location.
- Coordinated seasonal promotions across the stores while collaborating cross-functionally with marketing teams.
- Oversaw visual merchandising efforts in all stores to create engaging displays that drove sales results.
- Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
- Scheduled employees for shifts, taking into account customer traffic and employee strengths.
- Interacted well with customers to build connections and nurture relationships.
- Trained and guided team members to maintain high productivity and performance metrics.
- Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service.
- Implemented business strategies, increasing revenue, and effectively targeting new markets.
- Monitored daily cash discrepancies, inventory shrinkage and drive-off.
- Launched staff engagement, gender diversity and cultural programs in addition to robust reporting tool that increased operational quality.
- Tracked employee attendance and punctuality, addressing repeat problems quickly to prevent long-term habits.
- Observed each employee's individual strengths and initiated mentoring program to improve areas of weakness.
- Cultivated and strengthened lasting client relationships using strong issue resolution and dynamic communication skills.
- Reported issues to higher management with great detail.
- Identified and qualified customer needs and negotiated and closed profitable projects with high success rate.
- Reduced financial inconsistencies while assessing and verifying billing invoices and expense reports.
- Supervised creation of exciting merchandise displays to catch attention of store customers.
- Updated and resolved incidents and managed accessorial charges objectively while maximizing profit.
- Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
Education
Business Administration - Business Administration
Rio Hondo College
Orange01-2003
Skills
- Visionary Leadership
- Persuasive
- Excellent interpersonal skills
- Passionate
- Strong Entrepreneurial Skills
- Conflict mediation
- Effective Closer
- Customer Service
- Business Administration
- Negotiation
- Business Development
- Event coordination
- Proficient in Microsoft office
- Executive support experience
- Project coordination expertise
- Expert time management
- Expense reporting
- Presentation development
- Accounting skills
- Database management
- Effective problem solving
- Report development
- Detail-oriented approach
- Inventory control
- Research and analysis capabilities
- Supervising staff
- Travel arrangements expertise
- Scheduling and calendar management
- Office administration
- Staff management
- Relationship building
- Critical thinking
- Recruiting
- Project planning
- Attendance record management
- Employee timesheet processing
- Appointment scheduling
- Administrative support
- Documentation and reporting
- Patient care advocacy
- Professional communication
- Excel spreadsheets
- Salesforce
Certification
CPR/AED/First-Aid Training - Completed on May 28, 2024
Timeline
Senior Administrative Assistant
Irvine Company
01.2025 - Current
Medical Coordinator
A Mission for Michael
01.2024 - 01.2025
Trauma Mental Health Technician
A Mission for Michael
01.2024 - 01.2025
Senior Sales Director of Sales and Marketing
Indie Distribution
01.2020 - 01.2023
Senior Director of Sales and Marketing of International and Domestic Sales
Moehair Inc USA
01.2016 - 01.2020
Multi-Store Manager
CosmoProf
01.2003 - 01.2017
Business Administration - Business Administration
Rio Hondo College
Key Responsibilities and Achievements
- Drove consistent revenue growth by leading high-performing domestic and international sales teams, exceeding sales goals through data-driven performance management using KPI reports and Salesforce analytics.
- Spearheaded business development strategies, creating scalable sales pipelines, routes, and territories that successfully expanded into new markets, including major initiatives in Dubai, India, and Russia.
- Consistently exceeded profitability targets, maintaining and growing revenue year over year while strengthening market presence and expanding customer portfolios.
- Led talent development programs and served as Sales Management Trainer for 10+ years, equipping teams to exceed performance goals.
- Coached leaders through growth and change, building high-performing teams and preparing successors for future leadership roles.
- Drove high-impact projects from conception to execution, delivering measurable business outcomes and sustainable growth.
- Collaborated with HR partners to align sales strategies with organizational priorities and strengthen the leadership pipeline.
- Maintained operational precision, managing extensive inventories with less than 1% variance.
- Earned multiple awards for excellence in inventory loss reduction and consistently surpassed sales performance goals.
- Leveraged strong emotional intelligence and sound business judgment to build trust with clients, strengthen relationships, and drive sustained revenue growth.