Hey, I’m Sonia.

Fashion Business Strategist | Retail & Wholesale Expert | Brand Expansion

I help fashion brands sell smarter, scale faster, and stand out in a crowded market.

I help fashion brands sell smarter, scale faster, and stand out in a crowded market.

With a decade of experience in retail strategy, wholesale, and brand expansion, I’ve worked with top global brands to optimize their sales, merchandising, and direct-to-consumer (DTC) growth.

I’ve led multi-million-dollar retail portfolios, managed key account relationships, and helped brands secure retail distribution & scale profitably across markets.

I believe that success in fashion isn't about following trends, it's about having a strategy that sells.

About Me

Key Areas of Expertise

  • Retail Expansion & Wholesale Growth

    Helping brands enter new markets & grow profitably.

  • Omnichannel Strategy

    Aligning DTC, ecommerce, and brick-and-mortar for seamless growth.

  • Merchandising & Assortment Planning

    Ensuring the right product mix for higher ST & margin growth.

  • Pitching to Buyers & Scaling Distribution

    Helping brands secure retail partnerships & sales strategies.

PROFESSIONAL

EXPERIENCE

  • 📍Mexico City | Jan 2025 - Present

    Helping fashion brands scale smarter, optimize wholesale & DTC strategies, and increase profitability.

    Key Focus Areas & Achievements:

    • Developing tailored retail growth strategies to help brands increase revenue & expand market presence.

    • Optimizing merchandising & assortment planning to maximize sell-through rates and reduce markdowns.

    • Advising brands on pitching & securing key retail partnerships to strengthen wholesale distribution & sales.

    • Specializing in fashion, lifestyle, and premium retail brands, working with emerging and established companies.

  • 📍 Mexico City | Dec 2021 – Dec 2024


    Sportstyle Select & Prime WHS Channel: Grupo Axo, Grupo Innova, Grupo Dportenis, Select Partners

    Key Focus Areas & Achievements:

    • Increased sell-in business growth by 42% by identifying market opportunities and aligning with brand objectives.

    • Enhanced end-client engagement by 20%, driving stronger brand presence and customer loyalty.

    • Achieved a 14% increase in sustainable growth, managing multi-million-dollar P&L for key accounts.

    • Boosted market penetration by 12%, optimizing distribution channels and strategic partnerships.

    • Led a high-performance team, training key account managers and aligning cross-functional teams across marketing, merchandising, and sales operations.

  • (Lifestyle & Digital Accounts)

    📍 Mexico City | Apr 2018 – Dec 2021

    Key Focus Areas & Achievements:

    • Developed strategic sell-in & sell-out plans, driving profitability while optimizing retail & DTC alignment.

    • Increased digital sales by 30%, leading growth initiatives across Amazon, Mercado Libre, and lifestyle retailers.

    • Strengthened forecasting & inventory planning, reducing overstock and improving stock efficiency.

    • Wholesale & DTC Integration, Improved brand consistency across retail and digital channels, ensuring higher customer engagement.

  • (Premium Footwear & Accessories)

    📍 Mexico City | Aug 2016 – Sept 2017

    Key Focus Areas & Achievements:

    • Managed Liverpool’s operations across 120+ national stores, driving retail growth for luxury brands.

    • Led brand expansion for Guess, Vince Camuto & Jessica Simpson, increasing market penetration.

    • Optimized assortment planning & pricing strategy, increasing sell-through rates.

    • Developed strategic inventory & markdown strategies, balancing stock rotation & profitability.

    • Turned Guess from a top 50 brand to a top 3 brand for the client within a year.

Here’s what industry leaders and colleagues say about my work

  • Linder Sada - Brand Manager

    Lust México

    "Sonia is a professional passionate about results and fashion. I have had the opportunity to collaborate in 3 different business units for more than 5 years, she is always forming strategic commercial alliances seeking the best benefit and offer for the consumer."

  • Fernanda Mata - Merchandiser

    Puma Mexico

    "I had the pleasure of working with Sonia in my first year at Puma. From the moment we started collaborating, it became clear that her knowhow in fashion and our market was incredible and valuable. Also, she's a team player with a positive attitude, her combination of skills, dedication, and leadership would be a top asset to any organization."

  • Felipe Perez - Commercial Director

    Puma Mexico

    "During the time I had the privilege of working with Sonia, I was able to observe her deep understanding of the fashion market and its influence on the clothing market sports, from global trends to specific design and production details. Hes ability to anticipate changes and adapt quickly to the needs of the sector positions herself as a reliable and visionary expert."

More About Me

  • MBA, Fashion & Beauty Industry Management
    📍 Esden Business School

    • Focused on global brand strategy, luxury retail management, and business expansion.

    B.A. in Marketing & Communication
    📍 Tecnológico de Monterrey

    • Specialized in consumer behavior, digital marketing, and branding strategies.

  • Collection Architecture
    📍 Istituto Marangoni

    • Advanced coursework in fashion collection planning and creative direction.

    Textile Materials
    📍 Istituto Marangoni

    • Expertise in fabric selection, material innovation, and textile technology.

    Data Analytics for Business
    📍 London School of Economics

    • Applied data-driven insights to retail growth, customer behavior, and inventory forecasting.

    Sneaker Essentials Certificate
    📍 Fashion Institute of Technology

    Streetstyle Essentials Certificate
    📍 Parsons The New School for Design
    Marketing & Digital Communication
    📍 Tecnológico de Monterrey

  • English – Native or Bilingual Proficiency
    Spanish – Native or Bilingual Proficiency

    • Retail & Ecommerce Strategy

    • Wholesale & DTC Growth

    • Digital & Omnichannel Optimization

    • P&L Management & Forecasting

    • Merchandising & Assortment Planning

    • Market Expansion & Sales Growth

    • Strategic Negotiation & Buyer Pitching

    • Product Positioning & Brand Differentiation

    • Inventory Management & Sell-Through Optimization

    • Leadership, Team Development & Cross-Functional Collaboration

Why me?

  • Proven Industry Expertise: Over a decade in fashion retail, wholesale, and DTC growth, from global brands to emerging designers.

  • Data-Driven & Results-Oriented: Delivered double-digit revenue growth, increased sell-through rates, and built high-performing teams.

  • Trusted by Industry Leaders: Recognized for strategic negotiation, buyer pitching, and omnichannel expansion by top executives and retailers.

  • Innovative Yet Pragmatic Approach: Balancing trend forecasting with market execution to ensure brands don’t just grow, they dominate.