Hi, I’m Sonia
Chaos consultant. Meme therapist. Spreadsheet baddie.
This is the story of how I burned out, branded up, and built a founder-powered platform from chaos.
I was crying into espresso shots and Googling “how to quit your job without ruining your life.”
Unsubscribed from the hustle cult. Spiraled into a rebrand.
Accidentally built a personal bran with vibes, receipts, and an unhinged amount of Canva folders.
dear diary… this is my story
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THE “WHY AM I LIKE THIS?” ERA
🗓️ 2015
A. in Marketing & Communication ITESM
Discovered brand strategy, became fluent in storytelling and spreadsheets.
The seed was planted and the chaos began.
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ESPRESSO-FUELED GLOW-UP
🗓️ 2016
MBA in Luxury, Fashion & Beauty - ESDEN Business School
Merchandising & Collection Architecture - Istituto Marangoni, Milan
Data Analytics for Business - London School of Economics
Built a global retail brain with fashion context and data fluency.
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WHOLESALE BOOTCAMP
🗓️ 2017
Managed department store strategy for 120+ doors at PIAGUI Group.
Led growth for Guess, Vince Camuto, Jessica Simpson.
Took Guess from Top 50 to Top 3 brand in 12 months using retail storytelling + actual data.
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PUMA EXPANSION TASK
🗓️ 2018–2021
Key Account Manager for lifestyle & e-comm at PUMA.
Curated assortments, launched retail calendars, and merch’d like a strategist with taste.
Forecasted launches, managed markdowns, and reduced stock risk with merch math precision.
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PUMA POWER ERA
🗓️ 2022–2024
Became Head of Wholesale Fashion, PUMA Mexico
Owned the fashion strategy for MX, built collab assortments, seasonal buy decks, and retail launch flows.
Scaled the fashion channel to become a key revenue stream, proving streetwear could go strategic.
Led teams across sales, product, and marketing like a brand therapist with KPIs.
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FOUNDER ERA UNLOCKED
🗓️ 2025
Launched Klera Studio, a boutique consulting platform for founder-led fashion brands.
Created Retail Therapy Files, the content ecosystem where founder rants become retail strategy.
Got recognized by Favikon as the #1 LinkedIn Fashion Creator in MX, CHI, ARG and Top 20 in the US & UK.
WHAT I BUILT
What started as a meltdown folder… became a method, a business, and two brands with receipts.
Klera Studio
For ops-obsessed brands who need retail strategy that slaps, sells, and scales.
Retail Therapy Files
The internet’s fav chaos corner for spicy merch math, founder POVs, and content that doesn’t talk down to you.
SCORPNIA
(Coming soon)
Founder-core fashion made for the ones building empires, crying in product meetings, and still looking iconic.
MINI-MANIFESTO
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MINI-MANIFESTO \
Things I Actually Believe
•Strategy should feel spicy, not sterile.
•Your merch story deserves clarity, not Canva trauma.
•Founders don’t need another niche, they need product logic.
•Cultural fluency is commercial fluency.
•Strategy ≠ silence. You’re allowed to be loud
Get to know me through images, music & books
