RESHMA SONDAGAR

**** ****** ** *** ****, Costa Mesa, California 92626

E: acn0wk@r.postjobfree.com M:+ 949-***-****

PROFILE

Marketing Professional with experience in private and global organizations successfully managing

multi-million dollar categories and brands. Demonstrated ability in developing strategic marketing

initiatives that increase sales, build brands and generate bottom -line contribution. An effective leader

with proven analytical, communication and decision making skills. A strong team player who enjoys

challenges, works well within high pressure environments, and has a reputation for providing

exceptional quality of work.

Relocation & Transition May 2013 – Present

Immigration relocation from Canada to spouse’s country of residence: CA, United States.

December 2014 received legal permanent resident status, work authorization, social security

and all documents to prove legal authorization to be employed in the United States.

WORK EXPERIENCE

Adidas Group, Panama City, Panama July 2012 – April 2013

Brand Communications Manager, Reebok

Re-launched and re-positioned Reebok in Central America in order to strengthen the

connection to athletes and consumers by leading the planning and implementation of

communication, media, PR, BTL and digital plans.

Provided direction, planned and coordinated the implementation of brand marketing strategies

on Sport and Classics initiatives for Central American markets.

Used global strategic direction to develop brand marketing plans, integrating all brand

channels: creative, media, online, BTL and PR; adapted and implemented plans to local

requirements for eight markets across Central America.

Lead, coordinated and effectively managed the communication and relationship between global

HQ, region, eight local markets and agencies at all levels.

Created ATL, BTL and PR briefs that are aligned to Reebok global objectives and strategies and

presented these briefs to local markets, regional and local agencies.

Ensured key brand messages are effectively communicated through the generation of media

plans; worked directly with creative and production agencies (TAG) to choose and adapt the

creative for each local market.

Tracked and supervised the implementation of global marketing communication tools within

key markets and lead the development of marketing tools outside of the region al and global

tools offered.

Supported the sales teams by developing and presenting the marketing strategy during pre -

sales.

Ensured effective and efficient investments according to divisional priorities and tracked the

implementation of initiatives across all markets.

Effectively allocated marketing spend for eight markets and negotiated skillfully with markets

and agencies to ensure effective use of the marketing budget.

Tracked campaign results to ensure targets (KPIs) are attained and managed post rese arch

studies to determine and benchmark ROI.

iQuotexpress, Panama City, Panama Feb 2011 – May 2012

Marketing Manager, Online Marketing

Developed integrated online marketing campaigns utilizing Search Engine Optimization (SEO),

pay-per-click marketing techniques, online public relations, social media initiatives and website

analytics.

Created brand awareness through the execution of digital marketing campaigns which include

monthly press releases, e-blast programs, content marketing and blogging through the website

and social media sites.

Managed the planning, scheduling and execution of programs and campaigns on time, on

target and on budget through effective planning, logistics and implementatio n.

Worked closely with the sales team and Google analytics to analyze the business, consumer

insights and develop ROI and cost justification summaries.

Re-launched company website, increased traffic by 200% and improved conversion rate by 4%

in 2011.

Unilever (Sun Products Canada), Toronto, Canada Feb 2010 – Jan 2011

Associate Brand Manager, Laundry Care

Managed P&L for two brands with a combined total annual revenue of 20 million CDN dollars.

Successfully developed and executed innovative, broad reaching brand marketing programs.

Liased with the advertising agency and media agency to plan and execute brand and PR plans.

Lead and managed high-performance cross-functional teams, including local advertising, PR

and creative agencies.

Developed distribution targets by account for each sku for 2011 brand and sales plans.

Fully managed annual budget for two brands, reconciled monthly accruals, invoices, and funds.

Utilized AC Nielsen data, Toolbox databases and customer POS data to generate consumer

insights and create detailed brand analyses.

Developed customer plans for new innovations which focused on customer specific dollar

opportunity and category growth opportunity.

Philips Electronics, Toronto, Canada Jul 2007 – Jan 2010

Customer Marketing Manager, Personal Care Jul 2008 – Jan 2010

Managed P&L for four categories with a total annual revenue of 45 million CDN dollars.

Achieved and maximized local revenue, Integral Gross Margin (IGM), EBIT targets by analyzing

sku by sku pricing structures, making adjustments and providing recommendations to senior

management.

Worked closely with the finance team to analyze monthly P&L and investigate any issues or

concerns which facilitated improvements to the profitability of the business.

Represented Philips Canada in global marketing meetings, communicating recommendations

and local requirements ensuring maximized potential in the C anadian market.

Liaised with local sales team, US colleagues and global HQ to plan, introduce and execute new

product launches within Canada.

Determined trade needs, developed strategic marketing plans and managed/allocated multi -

million dollar marketing, advertising and media budgets.

Worked with internal sales, logistics and finance teams as well as external marketing and PR

agencies in the execution of sales and marketing programs.

Provided sales team and trade partners with an understanding of the local market and all

product related knowledge (technology, competitive landscape, consumer insights, etc.) to

create proposals for the local business, trade channels and product channeliz ation.

Analyzed the business utilizing customer POS data, market data, and consumer insights to

create fact based selling proposals that were used by the sales team to enhance selling

effectiveness.

Supported forecasting processes (factory forecasting, a nnual operating plan, rolling forecast)

ensuring proper business planning of revenue objectives and inventory management.

Developed marketing and advertising materials by working with creative agencies that were

used in above and below the line advertising.

Trade Marketing Specialist, Personal Care Jul 2007 – Jul 2008

Approved all creative and content intended for customers and consumers (i.e. TV commercials,

print ads, radio spots, campaign materials, PR releases, etc.).

Coordinated and executed planned promotions and activities with external agencies and

worked with customers to ensure successful delivery.

Managed the process of launching new products into the Canadian market, worked with global

HQ to make improvements and localize product packaging ensuring that all content met

Canadian legal regulations.

Ran, reviewed and analyzed market data from NPD, and inventory, shipment and revenue

reports from SAP, in order to analyze the business and generate monthly market summaries

and reports.

Facilitated and managed product channelization and distribution plans with the sales team.

Worked closely with other product teams in personal care to identify synergies in order to

maximize annual budgets, create efficiencies and/or cross -promotional opportunities.

Monitored and analyzed promotion results to improve efficiency, compliance and

responsiveness towards promotions.

Created trade presentations and presented to customers at all line reviews.

EDUCATION

University of Ottawa; Baccalaureate in Commerce Marketing with Honors: Cum Laude 2003-2007

International exchange: University of Brighton, England 2005-2006

LANGUAGES

Speaks 5 languages: Fluent in English, Spanish and French; working knowledge of Hindi and

Gujarati.

COMMUNITY & VOLUNTEER WORK

Orange County Rescue Mission – Tustin, California

Someone Cares Soup Kitchen & Tutoring – Costa Mesa, California

Superior Court Judge 2014 Campaign – Los Angeles, California

Nyumbani Children’s Orphanage - Nairobi, Kenya

Junior Achievement of Central Ontario – Toronto, Canada

Head of Communications: University of Ottawa's Hindu Students Council – Ottawa, Canada

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