Intelligent solutions for your brand and your business
Sonia Menezes is an award winning Head of Brand Development with a proven track record in FMCG, luxury goods and omni-channel retail development.
With over two decades of sales, trade marketing and brand building experience, Sonia has founded The Sapience Consultancy to offer a full brand and business building service to everyone from SMEs to large corporations.
Sonia with former Royal harpist, Claire Jones
Sonia started her FMCG career at Diageo, one of the world’s largest wines and spirits producers. Sonia then spent almost 4 years with Bacardi- Martini, the worlds largest privately held spirits company.
“ My career in the wines and spirits industry delivered on many levels. I gained an insight into the differences between public and privately owned global business. I also worked on a portfolio of brands ranging from entry level RTDs to super premium spirits, across a number of routes to market”
Sonia then joined the jewellery industry as UK Sales Manager for Hot Diamonds Group. In 2010, Sonia joined Clogau Gold of Wales as its first Head of Brand Development. Taking responsibility for the brand strategy, including the jewellery portfolio through new product development, Sonia implemented a set of business visions that cascaded into KPIs throughout the business.
Sonia appointed a number of brand ambassadors including TV personality and broadcaster, Gethin Jones. Former Royal harpist, Claire Jones and Royal couturier, David Emanuel. Sonia also managed the licensing partnerships with Historic Royal Palaces and Welsh Rugby Union.
"It has been a pleasure to work alongside Sonia. Here knowledge and experience on brand development together with product development has been invaluable."
Rhys Williams, Business Development Manager, Welsh Rugby Union
The projects and campaigns generated through these partnerships and leading the business through two major re-brands, brought Clogau a number of awards, including Jewellery Brand of the Year in 2012 and 2015. It also achieved considerable year on year growth in terms of brand reach as well as revenue.
“Working in an omni-channel business raises as many issues as it does opportunities. Strategic alignment and creative agility are the two skills I have honed during my time at Clogau”
Whether you are a start up business, brand new brand, public figure looking for brand partners or a well established business planning for the future… I am here to turn vision into reality.
I believe that the keystones for a successful brand and business are:
Authentic tone of voice
Clear and honest communication
Sonia with Gethin Jones
I also understand that every business is different. My strength is in my perception.
Successful brand and business building is not an exact science. Economic uncertainty, left-field competition, social trends, political upheaval and even the weather, can have a profound effect on your short and sometimes mid term position.
I will work with you and your team to create a positive working environment and culture, establishing a firm foundation for your brand and business. We will put into place measurable objectives that are aligned with long term goals.
"If she says she’s going to do something, it’s done. Her knowledge, confidence and professionalism allow for so much flexibility - which means working on a project and delivering a brief is always fun and interesting."
Clogau won Jewellery Brand of the Year at the UKJA's
During Sonia's career at Clogau, she has managed the relationships with the following public figures and associations:
David Emanuel, Fashion Designer and Royal Couturier
Gethin Jones, Broadcaster and TV Personality
Claire Jones, Former Royal Harpist to HRH, The Prince of Wales
Wales Polo Team & Association
Welsh Rugby Union
Historic Royal Palaces
S3 Creative Agency