About

Sonia is a seasoned professional in visual merchandising and marketing, with a career spanning top-tier brands, including Holt Renfrew, ICON Media Communications, Diesel, Adidas, Mackage, Saks Fifth Avenue, and Canopy Growth (Tokyo Smoke & Tweed). She also brings valuable consulting experience, advising brands on innovative merchandising strategies. With a keen eye for visual aesthetics and a strategic mindset, Sonia has a proven track record of crafting and executing compelling visual merchandising experiences that enhance brand identity and drive business growth.

Her passion for creating unique and memorable customer experiences has been a driving force in elevating the visual presence of the brands she works with. She leverages data-driven insights to ensure that visual merchandising strategies align seamlessly with business goals and customer preferences. Her diverse background across luxury, fashion, and cannabis industries gives her a broad perspective and adaptability in an ever-evolving retail landscape.

Sonia stands out as a forward-thinking leader, integrating technology, innovation, and premium brand storytelling to transform retail environments. At Holt Renfrew, she leads national visual merchandising strategies, ensuring a seamless and elevated customer experience across luxury retail spaces. During her time at ICON Media Communications, she applied her expertise in digital signage and interactive retail experiences for global beauty brands like L’Oréal and Estée Lauder. This tech-forward approach, combined with her strategic execution in luxury retail, has not only enhanced customer engagement but also driven sales, brand awareness, and operational efficiency.

Her leadership is defined by team development, collaboration, and relationship-building, fostering a creative and high-performing work culture. She excels at building strong internal and external partnerships, ensuring alignment between brand vision and execution.

Sonia is a trailblazer in visual merchandising, recognized for her expertise in strategic planning, team leadership, digital innovation, and creating elevated customer experiences. Her career reflects a passionate, forward-thinking, and emotionally intelligent leader who thrives on pushing boundaries, challenging norms, and redefining retail spaces.