Sofia Casanovas Rodellas

Experience

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  Gemma R.Pares Haute Couture - Family Business

  Sept 2009 - Jul 2013

  Accounting Manager

  • Created an international expansion plan that analyzed the feasibility of exporting Gemma R. Parés' designs to both the United Kingdom and the United Arab Emirates. • Coordinated the daily accounting and treasury activities of accounting and treasury, budget, forecast planning and banking operations.

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  Applus+IDIADA

  Apr 2012 - Sept 2012

  Import & Export Department

  • Responsible for defining the import & export procedures for the new testing activities in China by contacting with all the key players in the process: logistic companies, brokers, agents & custom officials.

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  PUIG

  Oct 2012 - Dec 2020

  • Delivered 30% of total Sell-In (Total TRA Turnover: $160M) according to budget and profitability results aligned with profit and loss (P&L) expectations. • Redefined and executed commercial roadmap with top Travel Retailers and Distributors in the region aligning strategic partnerships and maintaining the group leadership with Carolina Herrera and Paco Rabanne as a key retail focus while repositioning Jean Paul Gaultier back to growth. • Coached and developed a team of 2 Field Supervisors to achieve independence, point of sale (POS) excellence, challenging BA’s targets & sales incentives, and impeccable merchandising line-ups to outstand in all strategic POS. Show less • Designed, presented and implemented a 3 Year Point of Sale Strategic Plan by creating a POS segmentation Tool together with the marketing and sales department in order to achieve the company’s high standards of Retail Excellence.• Re-defined and consolidated promotional investment and profitability processes by creating a Promotional Database that guided through over 500 promotional activities across all POS.• Created and developed a Key Account Matrix that defined strategic investments action plans for the entire Business Unit.• Worked closely with General Manager in creating presentations and summarizing the region’s strategy for Top Management and Board Meetings• Selected among the top 5% of future management talent that enabled me to be participant of a more global understanding of the company’s international structure and its future vision. Show less

  • Sales KAM Mexico, Central America & Andean countries - Travel Retail Americas

    Nov 2017 - Dec 2020

  • Sales Area Manager - Travel Retail Central America & Andean Countries

    Jun 2016 - Nov 2017

  • Customer Development Executive - Travel Retail Americas

    Jul 2013 - Jun 2016

  • Market Development Intern in LATAM Distributors

    Oct 2012 - Jul 2013
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  L'Oréal

  Dec 2020 - Feb 2022

  Commercial Manager - L'Oréal Luxe

  • Led L’Oréal Luxe (Lancôme, Armani, YSL, Kiehl’s) business strategy and distribution throughout Central America region Peru & Colombia combining entrepreneurial drive with business-management skills to achieve gains in revenue, market share and profit performance. Main Outcomes: Turnover 2021: > $21M (+9% vs B21; achieved 100% of projected monthly sales goals); VMS’21: +1.0% vs 2019 during my tenure. • Developed and empowered a commercial team of 2 Senior Key Account managers and 2 Sales Analysts by making them participants and responsible for the defined sales strategy; enhance their skills by setting personalized development plans and challenging objectives. • Cultivated excellent relationships with new prospects and existing customers to ensure long-term and profitable business partnerships. • Built strong collaboration with key internal stakeholders (Finance, Marketing, Retail, Digital…) to ensure market share gain in all strategic countries (Peru, Colombia, Panama & Guatemala) and strengthen online presence. Show less