Summary
Overview
Work History
Education
Skills
References
Hobbies and Interests
Skills
Timeline
Generic
Sonia Khaldoune

Sonia Khaldoune

Surry Hills,Australia

Summary

Accomplished marketing professional, known for high productivity and efficient task completion. Strong communicator with positive energy, talented at motivating personnel to new levels of performance. Excel in strategic brand development, market analysis, creativity, and product positioning to drive brand growth and visibility.

Overview

21
21
years of professional experience

Work History

Global Marketing Manager

GOLDFIELD & BANKS - Niche Fragrance House
Sydney, NSW
02.2024 - Current
  • Direct Reports : ANZ Brand Manager/National Sales Manager / Marketing Coordinator / Logistic Executive
  • Planned and executed marketing strategies for various regions.
  • Supported National Director based in France & National Sales Manager in ANZ
  • Oversaw Digital, PR & Social agencies to execute communication plan.
  • Established relationships with industry influencers across numerous countries to increase brand visibility.
  • Planned and executed ANZ trade shows, conferences and other events in multiple countries.
  • Coordinated with global teams to ensure successful market penetration of products.
  • Analyzed performance of marketing programs to identify best opportunities for optimization.
  • Organised local Pop Ups activations
  • Planned 2025 / 2026 launch / promo calendar
  • Managed content planning across D2C and B2B (department stores, independants, beauty stores, Travel retail, distributors)
  • Organised strategy presentations to key retailers
  • Key trade show participation : TFWA Cannes
  • Drafted press releases highlighting new product launches or company initiatives worldwide.
  • Organized online campaigns targeting specific geographical areas or demographics.
  • Developed and implemented international marketing plans for new product launches.

Brand Manager Sugar Baby

Mc PHERSONS - Beauty & Health Distributor
Sydney, NSW
07.2023 - 12.2023
  • Direct Reports : In house designer and Marketing Coordinator
  • NPD : Stage gate process with 2 x launch in July 2023/ 2 planned for April 2024
  • Planned and executed media campaigns with external agency
  • Developed, recommended, and implemented strategies and FY25 brand plan, along with objectives, policies, standards, targets
  • Directed preparation of operational matters including market research, advertising, promotion, distribution, pricing and selling.
  • Worked closely with key stakeholders; internal, external, cross-functional, and senior leadership
  • Preparated budgets, reports, and forecasting in line with sales team
  • A&P management, P&L monthly revie
  • Worked closely with NPD team for launches , EPD , discontinuation & stage gate process
  • Products management, market analysis and research
  • Key retailer strategy presentations: Chemist Warehouse, Indies, Priceline , Department Store , BIG W
  • Monitored online conversations about the brand across various channels such as social media platforms and forums.
  • Worked with creative teams to design eDMs and more.
  • Analyzed competitors' brands and products to develop unique positioning for the company's offerings.

Brand Manager - Beauty /Eco Home

HELIOS HEALTH & BEAUTY - Natural, Health & Organic Distributor
Sydney, NSW
12.2020 - 07.2023
  • Direct Reports : eCommerce / Customer service specialist, Digital & Designer Specialist
  • NPD: as an importer & distribution, localised launch to market in agreement with international guidelines
  • Managed a portfolio of 13 brands across personal care, eco-home, haircare, cosmetics
  • Enhanced marketing strategies for product, price, promotion, and placement in the Australian market.
  • Established strong professional relationships with key buyers from department stores, independent pharmacies, and online platforms ( Adore Beauty, Nourished Life...)
  • Managed external agencies / Brands A&P
  • Tracked sell-in and sell-through with reporting
  • Prepared brand health reports to assess market positioning.
  • Organised monthly sales meeting to align with strategy and organise Beauty specialist training
  • Conducted market research to identify consumer trends and preferences.
  • Managed social content calendar for 5 x B2C & 1 x B2B sites
  • Organised Trade / Consumer shows (The Green Edit, Naturally Good expo)
  • Managed each brand marketing budget allocation
  • Forecasted in collaboration with GM
  • Established and maintained relationships with industry KOL's and key strategic partners.
  • Met with key clients, assisting Account Managers
  • Coordinated liaison between sales department, warehouse and logistics.
  • Completed Annual Business Development Plan (BDP) for main supplier
  • Developed Business Strategies with Account Managers to implement with sales channels
  • Developed and managed promotional plan for Top Key Online Beauty Accounts
  • Attended annual trip overseas for International Partner Conference
  • Recommended and reviews new brands suitable for market launch.
  • Natural, Health & Organic Distributor - Sydney
  • Key achievements: Key Online Account sales growth with new promotional plans
  • Launch of brands new SKU's to Market
  • New department store coming onboard in 2023
  • B2B communication upgrade to target New customers
  • Started work on new private label
  • Successful brand awareness campaign with Influencer agency

Brand Manager Fragrance

CLARINS GROUP - Beauty & Fragrance Distributor
Sydney, NSW
08.2020 - 10.2020
  • Direct Report : Assistant Brand Manager
  • Responsible for achieving KPI's for portfolio including; sales, profit, market share, promotional spend, new product performance, go to market plans, product SKU management.
  • Development of strategic national Marketing Calendars and promotional program, in-line with annual budgets and within the context of international guidelines.
  • Planned and executed promotional program, including key product launch plan (outpost, sampling, media)
  • Followed up with implementation and execution of approved plan
  • Followed up with Demand Planner and FAB Systems to ensure timely order of all promotional items (Mother's Day, Father's Day, Christmas, Product launches).
  • Regular communication with Brand principals for various demands/requirements and any key outcomes.
  • Developed Product Launch package with Marketing Coordinator for sales team (including product samples, targets, incentives, launch presentation document, information on all relevant marketing activities)
  • Developed Retail Specialist parcel sheets with Systems & National Account Manager.
  • Strategy presentations to retailers in conjunction with the Head of Marketing | Presentation of product launches to sales force.
  • Coordinated Media Plan development and execution with Head of Marketing, media agency.
  • Liaised with Key Accounts, Creative, Accounting, Logistics, Training, Sales, Corporate and Operations.
  • Sales forecasting in conjunction with logistics department of all SKUs including promotional, basic & non-saleable.
  • Created TM1 reports for analysis and monitoring of brand performance.
  • Day to Day management of Inventory including: forecasting, obsolescence, non-allocated, excess inventory, PO's.
  • Day to day management and control of A&P budget and expenses.
  • Key achievements: Successful launch of Versace Dylan Turquoise in AU
  • Ranked 1st sku in Myer at launch & better selling sku since 2016 for the department store
  • 1st week sell out = 100 k in 1 x key retailer
  • Myer / David Jones Strategy presentations for Winter 2021 season
  • Launches / promotional program & suggested Mktg activations

Brand Manager - Beauty, Supplements, Baby, Kids

BIOLIVING - Natural, Organic, Health & Wellbeing Distributor
Sydney, NSW
09.2015 - 07.2020
  • Direct Reports : Assistant Brand Manager, In House Designer
  • NPD: as an importer & distribution, customised internal stage gate process
  • Managed a portfolio of 16+ brands with ongoing new brands coming onboard
  • Adapted each mktg brand strategy to local market through short & long-term goals
  • Worked across all marketing mix - product/ price/promotion/placement for the Australian Market
  • Managed new product launches under each brand as well as existing SKU's
  • Managed promotional collaterals/ communication in line with brand guidelines
  • Liaised with sales team - weekly mail out brief, visit of stores, key group meeting attendance
  • Managed each brand marketing budget allocation
  • NPD - new brands | competition analysis, trade / consumer expo visit, gaps & opportunities analysis, cost review
  • NPD - existing brands |concept, SWOT, formula testing, packaging & cost review, consumer & trade strategy
  • Ongoing competitor & customer insights analysis
  • Forecast & relevant report on brand health | brand launch follow up, performance status
  • Liaised with purchasing, warehouse, onsite designer (eDM's & social media briefs , trade & etrade design brief)
  • Content planning of website - BtoC & BtoB
  • Key Achievements: Growing the Beauty division from 1 brand to 10 +
  • Developed online strategy with key accounts | focus on ongoing marketing activations to support brand awareness
  • Launched new SKus - Q4 launch plan + 2021 Pipeline
  • Prepared brands gap analysis & deletions plan to optimize ranging & identify opportunities
  • Launched first Bioliving Trade Catalogue - review of ranges / deals / adverts & blurbs for each brand
  • Monthly internal newsletter with new launch/ deals / media support communication
  • Monthly NPD budget update & sales review
  • B2B & B2C website review, prior to new design & new launch
  • Social media platform ongoing briefs- Instagram / LinkedIn
  • Key Accounts - In direct contact with Priceline Buyer & Online key account for beauty ranging review

Marketing & Communication Specialist

ADVANGEN INTERNATIONAL - Professional Haircare
Sydney, NSW
09.2014 - 08.2015
  • NPD : new range packaging / new formulation/ promo pack launch+ exclusive pharmacy range: evolis products
  • Developed digital campaigns to engage target audiences across multiple channels.
  • Sales analysis across all channels - salons / ecommerce shops / pharmacies
  • Executed Monthly promotional emailing's through mailchimp aimed at customers or shareholders
  • NPD - packaging re-design , new formulation, launch of new promo pack & 1 x new SKU
  • Brainstormed /designed new promo com on our social medias - Facebook/ twitter
  • Developed key communication and supporting materials for clients and Sales Representatives
  • Coordinated new marketing campaign - liaising with external suppliers, creative agencies for each project
  • Print jobs and graphic work production, proof reading of marketing materials
  • Key achievements: E-commerce website re-launch (new design, new backend)
  • Pharmacy channel up and running with first orders delivered to wholesalers - migration of database / campaign brief design for wholesalers' catalogues (Discount drug store/ Priceline/ Terry White…)
  • New ranging achieved with evolis hair loss product
  • Google analytics course achievement
  • New Brand presentation created for the Beauty sales Team - beauty salons channel
  • Coordination of various projects: new brochure, technical sheets, new logistic warehouse, new website

Marketing & Communication Project Manager

KEUNE HAIRCOSMETICS & BIOLINE JATO - Professional Haircare and Skincare
Sydney, NSW
01.2014 - 04.2014
  • Supported organisation of company events and trade fairs
  • Developed product specific marketing campaigns in line with company's objectives
  • Developed key communication and materials for clients and Sales Representatives
  • Coordinated execution of monthly sales, new product launch - liaised with external suppliers for specific projects
  • Print jobs and graphic work, copywriting of press releases, proof reading of marketing materials
  • Executed PR activities as per the marketing calendar, managed communication budget
  • Managed online and social networking - Own Facebook page
  • Performed competitor analysis and market research as required, pricing for promotional campaigns
  • Worked with National Trainer to improve brand visibility
  • Key achievements: Successful product launch in ANZ market
  • Key communication tools driving general product sales and successful promotional campaigns
  • Ball, trophy and cocktails organisation for our clients
  • Prepared and produced Brochures, technical sheets, work packs, sales tool kits, PowerPoint presentations and POS/merchandising advise
  • Completed new beauty book aimed at clients

Retail Sales Team Member

MARC EDWARD AGENCY - Brand Activation Agency
Sydney, NSW
01.2013 - 12.2013
  • Key Goal: Get to know the Australian retail industry, trends, market, brands via a field experience
  • Channels: Department stores, pharmacies, supermarket
  • Sold multiple brands such as Skincare, Oral Care
  • Worked in Myer with Benefit Cosmetics
  • Provided Sales analysis, met sales targets , suggested events, re-organized counter , provided exceptional customer service
  • Discovered culture/ customs/ specific requirements prior to getting a role in the marketing industry

Marketing & EBusiness Manager - Premium Brands

INTERPARFUMS - Fine fragrances, make up and skincare distributor
Paris, France
10.2010 - 11.2012
  • In charge of marketing, communication, events and e-commerce projects for 11 brands accross fragrance, make up and skincare: Balmain, Boucheron, Burberry, Burberry make up, Jimmy Choo, Lanvin, Montblanc, Nickel, Paul Smith, St Dupont, Van Cleef and Arpels
  • E-commerce: reference implementation, web package creation, updated budgets, community management, executed and coordinated promotional processes with 4 key accounts and 22 retailers, sell out analysis
  • Category management: referenced new products, visual merchandising advice, in charge of gift set planning for key accounts and retailers
  • Events management: selected places and external service providers, detailing briefs, benchmarking
  • Created and managed all communication materials: training books, leaflets, products sheets, beauty magazines
  • Liaised with external agency
  • Key achievements: Launched the company's first 'beauty magazine' called INSIDE / increasing our national point of sale visibility, reducing our costs by integrating all the information needed in a unique document
  • Run 6 beauty road shows with 300 participants / helping to improve our sales by making the Beauty advisors an integral part of the brand, making our brand's image more luxurious
  • Successfully built a new e-commerce role: organising the entire e-business department / developing our global activity on 26 websites, increasing our sales with promotional offers on key accounts : Sephora

Sales Representative - Pharmacies

PIERRE FABRE - Cosmetics & Health Care
Chamonix (South East), France
04.2010 - 07.2010
  • Customer relationship management: product lines presented, new references implemented
  • Orders registered, new pharmacy doors, training sessions organized
  • Key achievements: Successfully contributed to the company's development by integrating 3 new potential clients to the database
  • Managed to implement new ranges of products within 4 pharmacies
  • Implemented training sessions for chemists
  • Managed to visit all the clients within 3 months throughout an extensive territory
  • Coordinated with internal departments such as logistics or finance regarding order fulfillment.
  • Attended conferences and trade shows to stay informed of current trends in the field.
  • Gathered data from pharmacists regarding medication usage trends within their practice areas.

Product Manager - Karl Lagerfeld & Nikos

COTY PRESTIGE - Fine Fragrance
Paris, France
05.2009 - 12.2009
  • Brands : Karl Lagerfield, Nikos
  • Existing lines followed up throughout animation program: ancillaries, sets, limited editions, GWP
  • Liai with the artwork department, creative agencies, photographers, operational marketers, manufactures
  • New product development for Karl Lagerfeld presented to the international markets
  • Created and developed design brief aimed at agencies and perfumers, ancillaries development, created codes for a range of products, visual intention, POS material, P&L analysed and creation of order forms.
  • Liaised with finance, manufactures, creative agencies, training and PR departments
  • Market, trends and competitors analysis
  • Prepared international meetings offering books
  • Key achievements: Successfully worked on developing a new Karl Lagerfeld fragrance dedicated to multiple markets -USA, FRANCE
  • Launched a masculine limited editions for Nikos brand aimed at Japanese, German and English customers
  • Created the international marketing book with all our launches and prices in collaboration with a creative agency

Marketing & Communication Project Manager

PRINTEMPS - Department Store
Paris, France
03.2008 - 04.2009
  • Apprenticeship : 50% working, 50% studying
  • In charge of marketing activations and events coordination for 16 department stores in France across all segments
  • Sales and customer marketing operations established including reports & budget updates
  • Followed brand negotiation for beauty products such as Chanel to implement in store
  • In charge of VIP consumers: e-commerce site update, e-newsletters, eDM's, in store VIP collaterals
  • Sales promo plan: built up exclusive events in 16 shops, doubled turnover
  • Successfully built a department store study: analysis for new brands, presentations to head office
  • Trained sales teams: new services, fashion shows, sustainable development week
  • Key achievements: Successfully set up a fashion show and organised the entire sustainable development week by promoting events within the shops/ local and national partnerships leading to turnover increase by 40%
  • Elaborated a department store study presented to the head office / allowed to fit in 3 new brands in the selected store
  • Implemented marketing activations for Christmas and mother's day within the 16 shops in France

Castmember - French Pavillion

WALT DISNEY WORLD - Epcot Theme Park
Orlando, USA
09.2006 - 09.2007
  • In charge of fragrance, wine and spirits, fashion,: Guerlain, Givenchy, Annick Goutal, Pommery
  • Trained sales teams, elaborated sales briefs, advised customers, visual merchandising, sales
  • Developed and maintained relationships with existing clients to ensure customer satisfaction.
  • Identified areas of improvement in existing processes and implemented solutions accordingly.
  • Key achievements: Successfully built Christmas visual merchandising for shops under company guidelines
  • Managed crowd control during peak times to maintain orderliness in the facility.
  • Performed daily operational tasks such as cash handling, stocking merchandise, and cleaning the theater.

Logistics Assistant

BOSCH - Engineering and Technology company
Moulins, France
09.2004 - 09.2005
  • Apprenticeship : 50% working, 50% studying
  • In charge of international clients - Japan, China, Germany, Brasil
  • Tracked customer satisfaction on delivery performances: benchmarked, communication materials developed
  • Negotiated and registered international client orders
  • Key achievement: Implemented internal communication tools and delivery control procedures to ensure an accurate response to customer enquiries.
  • Breaking System improved knowledge

Education

Digital Marketing Course -

General Assembly
Sydney, NSW
01-2020

Event Management Diploma - General events / exhibitions, corporate events

TAFE NSW
Sydney, NSW
01-2015

Master of Innovation , Design & Luxe - Luxury industries

Paris Est Marne La Vallee University, IAE Gustave Eiffel
Paris, France
01-2009

Master of International Management & Business Communication - Operation & Global marketing / Specialty: fashion, art, beauty, gastronomy and tourism industries

Angers University
Angers, France
01-2008

Bachelor Degree: Business School (International Program) - Marketing / USA - Kansas City Immersion

Negocia Business School
Paris, France
01-2005

Skills

  • Market analysis
  • Brand strategy
  • Digital marketing
  • Promotional planning
  • Budget management
  • E-commerce strategy
  • Content creation
  • Product management
  • Analytics reporting
  • Project management
  • Partnership development
  • Influencer marketing
  • Multitasking Abilities
  • Cross-functional collaboration

References

UPON REQUEST

Hobbies and Interests

  • Dance/Gym: Cuban Salsa/Bachata practice, participation in dance contests and festivals
  • Training with a Personal Trainer, yoga retreat, gym and pilates
  • Travel: Australia, Algeria, Spain, UK, USA, Croatia, Indonesia, New Zealand, Fiji, Italy
  • Cultural awareness through meeting new people, tasting new food, learning new languages, traditions
  • Going to festivals, various exhibitions, musical shows, plays, socializing
  • Currently working on a personal blog

Skills

Mother Tongue, Intermediate, Fluent, Notions, Microsoft Office: Word, Excel, Outlook, PowerPoint, Photoshop, In Design, MYOB, SAP, Google analytics, Pepperi backend, Magento, Netstarter backend, mailchimp, Ostendo, Power Bi, Asana, TM1, JDE, CIN7, Canva

Timeline

Global Marketing Manager

GOLDFIELD & BANKS - Niche Fragrance House
02.2024 - Current

Brand Manager Sugar Baby

Mc PHERSONS - Beauty & Health Distributor
07.2023 - 12.2023

Brand Manager - Beauty /Eco Home

HELIOS HEALTH & BEAUTY - Natural, Health & Organic Distributor
12.2020 - 07.2023

Brand Manager Fragrance

CLARINS GROUP - Beauty & Fragrance Distributor
08.2020 - 10.2020

Brand Manager - Beauty, Supplements, Baby, Kids

BIOLIVING - Natural, Organic, Health & Wellbeing Distributor
09.2015 - 07.2020

Marketing & Communication Specialist

ADVANGEN INTERNATIONAL - Professional Haircare
09.2014 - 08.2015

Marketing & Communication Project Manager

KEUNE HAIRCOSMETICS & BIOLINE JATO - Professional Haircare and Skincare
01.2014 - 04.2014

Retail Sales Team Member

MARC EDWARD AGENCY - Brand Activation Agency
01.2013 - 12.2013

Marketing & EBusiness Manager - Premium Brands

INTERPARFUMS - Fine fragrances, make up and skincare distributor
10.2010 - 11.2012

Sales Representative - Pharmacies

PIERRE FABRE - Cosmetics & Health Care
04.2010 - 07.2010

Product Manager - Karl Lagerfeld & Nikos

COTY PRESTIGE - Fine Fragrance
05.2009 - 12.2009

Marketing & Communication Project Manager

PRINTEMPS - Department Store
03.2008 - 04.2009

Castmember - French Pavillion

WALT DISNEY WORLD - Epcot Theme Park
09.2006 - 09.2007

Logistics Assistant

BOSCH - Engineering and Technology company
09.2004 - 09.2005

Digital Marketing Course -

General Assembly

Event Management Diploma - General events / exhibitions, corporate events

TAFE NSW

Master of Innovation , Design & Luxe - Luxury industries

Paris Est Marne La Vallee University, IAE Gustave Eiffel

Master of International Management & Business Communication - Operation & Global marketing / Specialty: fashion, art, beauty, gastronomy and tourism industries

Angers University

Bachelor Degree: Business School (International Program) - Marketing / USA - Kansas City Immersion

Negocia Business School

Similar Profiles

CREATE PROFILE
Sonia Khaldoune