Brand & Product Manager

Overview

At Soncras Electronics, I served as Brand & Product Manager, responsible for end-to-end product development and global marketing campaigns. Soncras is a consumer electronics brand operating across Latin America and the Caribbean, competing in a fast-moving retail environment where brand positioning, packaging, and promotional execution are critical differentiators.

My role required aligning cross-border teams across multiple time zones to launch competitive consumer products in retail markets, while developing the brand's visual identity and go-to-market strategy. The result was increased market penetration and strengthened brand recognition across key retail regions.

Welcome to Soncras

As part of my brand leadership role, I was the face of Soncras Electronics in its market introduction video — presenting the brand's vision, product line, and value proposition directly to consumers and retail partners across the region.

Key Contributions

• Managed end-to-end product development cycles from concept to retail launch
• Led global marketing campaigns aligning cross-border teams across multiple time zones
• Developed brand positioning, packaging design, and promotional strategy
• Served as brand spokesperson in market introduction video content
• Increased market penetration and brand recognition across key retail regions in LATAM and the Caribbean