Sonia Ratto
Marana,AZ
Summary
Top notch marketing and communication expert, with a proven track records in problem solving and growing business. Passionate and dynamic collaborator seeking a full time position that can offers new challenges, utilizing communication expertise, creativity, and problem solving skills. Certified adventure tour guide and yoga instructor. Speaks English (fluent) and French (native).
Overview
18
18
years of professional experience
Work History
Associate Strategy Director
Motive (remote position)
2021.01 - Current
- Built the shopper marketing strategic expertise of the company, from the ground up: Provided quantitative and qualitative resources (MRI-Simmons, Stylus, Mintel, Path To Purchase). Crafted new strategic methodologies. Designed and branded new frameworks to improve strategic expertise and accelerate projects sell-in.
- Helped to win new business and grow current accounts, increasing revenue of the shopper and retail business.
- Delivered stellar strategies in shopper and retail marketing, promotions and consumer engagement programs. Led communication strategies on integrated campaigns (advertising, PR, digital, social, retail, ) and omnichannel activations. Piloted many strategic workshops with top level stakeholders (Pepsico).
- Worked for the entire PEPSICO portfolio in the U.S and Canada: Cheetos, Ruffles, Frito-Lay, Doritos, Dew, Rockstar, Pepsi, Gatorade, Bubly, 7-UP, Starry, Quaker, Chewy, Rice & Roni.
Adventure & Off Road Tour Guide
Pink Jeep Tours
2019.01 - 2020.01
- Certified off road Jeep driver (Top of class)
- Certified Interpretive Guide (NAI).
- Developed engaging and informative scripts, guiding tour members through Sedona and the Verde Valley.
- In charge of trail checks (Sedona West side)
Senior Account Planner, Insight & Strategy
The Integer Group/TBWA
2013.01 - 2019.01
- As lead U.S and Global Johnson & Johnson Vision shopper marketing strategist, helped to create disruptive global, national and retailer programs
- This involved analyzing shopper and retailer data, creating audience segmentation, setting strategies, briefing creative teams in fresh and inspiring ways, mapping path to purchase, and providing tactic and activation recommendations for retailer.com and brick-and-mortar stores across all channels.
- Helped to grow retailer, healthcare provider, and manufacturer relationships while elevating ACUVUE eCommerce strategy to drive transaction.
- Provided strategic frameworks and analysis methodologies, conducted commerce and eCommerce audits, and brought overall global perspective to all regional markets.
- Have full mastery of Simmons secondary quantitative research, aptly manipulating syndicated data and triangulating massive amounts of intel to transform data into inspiring insights
- Conducted strategic and creative workshops with client and internally.
- Collaborated regularly with account, creative, connections planning, and media to develop 360º integrated solutions
- On Seattle's Best Coffee, helped with brand repositioning, new brand pyramid, and new creative platform
- Assisted the social and CRM teams by providing POVs on audiences, messaging, trends, and content.
- For Febreze, Dawn, and Cascade, conducted in-store and at-home ethnographies to analyze shopper mindsets, purchase barriers/triggers, and created shopper journeys.
Director of Insight & Strategy
TBWA/Integer
2010.01 - 2013.01
- Helped to create and grow the Insight & Strategy Department of Integer Paris as the agency's strategic lead
- Directly helped to acquire new businesses: Michelin Bus & Trucks (Global), Schneider Electric (Regional & Local), Absolut Vodka (Regional)
- Contributed to agency's double-digit revenue growth. Expanded employees from 3 to 15 in two years
- Recruited and managed junior strategists to take on these new accounts.
- With Michelin Bus & Trucks, conducted global qualitative research across North America, LATAM, EMEA, and Asia; Global communication audit, B2B path to purchase analysis, and brand perception
- Created Disruption workshops to craft communication platforms (vision, value proposition, RTBs, tone of voice) and messaging architectures for small, medium, and large businesses.
- Provided shopper-marketing training for the new staff members in account, creative, and insight & strategy while serving as the strategic liaison between French and U.S Agency leaderships.
Senior Account Planner
Carré Noir Design /Publicis
2006.01 - 2010.01
- Operated as driving strategic force behind several key clients and new business initiatives.
- Conducted brand architecture audits and made recommendations on brand architecture strategy for corporate brands, mass and specialty retailers, national brands and private label brands.
- Led packaging and retail audits, providing design strategies for Le Petit Marseillais, Nocibé, Nuxe, Le Bon Marché, Nestlé, Nescafé, Laurent Perrier Champagne.
- Created brand design positioning platforms for Nocibé (beauty specialty retailer), Intermarché (leading mass retailer), Morgan (fashion retailer), Mim (fashion retailer), Babynes Nutrition System (Nestlé International).
- Helped to inspire and drive innovation. Regularly presented latest trends and data for clients and the agency at large.
Education
MBA - Brand Management
International Management School
EM-LYON, France06.2002
Master of Arts - Public & European Law
University Jean Moulin
Lyon, France06.1995
Bachelor of Arts - Political Science
Institute of Political Science (IEP)
Lyon, France06.1994
Skills
- Communication & Marketing expertise: Brand and communication strategy, integrated campaigns, retail & shopper marketing, consumer research & insights, audience analysis and segmentation, data mining and visualization.
- Problem solver
- Effective communicator and public speaker
- Strong analytical skill
- Creative thinker. Innovator
- Client-oriented
- Highly Adaptable and flexible.
- Ability to operate locally and globally
Personal Information
- American Citizen
- French Native
Languages
English
Full Professional
French
Native or Bilingual
Spanish
Elementary
Passions
Arizona and desert lover. Driving Jeeps. Tour guiding. Hiking with my dogs. Doing yoga. French Wine.
Timeline
Associate Strategy Director
Motive (remote position)
2021.01 - Current
Adventure & Off Road Tour Guide
Pink Jeep Tours
2019.01 - 2020.01
Senior Account Planner, Insight & Strategy
The Integer Group/TBWA
2013.01 - 2019.01
Director of Insight & Strategy
TBWA/Integer
2010.01 - 2013.01
Senior Account Planner
Carré Noir Design /Publicis
2006.01 - 2010.01
MBA - Brand Management
International Management School
Master of Arts - Public & European Law
University Jean Moulin
Bachelor of Arts - Political Science
Institute of Political Science (IEP)
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