San José, Costa Rica · Central America

Sofia Pinel

Senior Commercial & Growth Leader

Twelve-plus years building and scaling multi-country commercial organizations — owning P&L, entering new markets, and turning brand portfolios into durable revenue. MBA & PMP with a record of strategic execution across complex regional environments.

✿ sofiapinel@gmail.com ✿ +506 7110-7535 ✿ linkedin.com/in/spnl

Where the value sits

P&L ownership and expansion — measured.

Expansion

Multi-market growth

Led expansion across Costa Rica, Nicaragua and Panama, opening new business lines projected at $15–20M by 2028.

P&L

Portfolio ownership

Executive ownership of a $55M+ commercial budget — 550+ SKUs across 80+ brands and 1,000+ points of sale.

Launch

Market entry

Directed national and regional launches, including CeraVe reaching 5% market share within its first year of entry.

Sourcing

Partnerships secured

Built the regional sourcing framework — 8 new brand contracts signed in 2024, 16 negotiations in progress.

How I lead

Strategy that gets executed, teams that scale.

Transformation

Operating-model redesign

Designed and implemented regional commercial models, sourcing frameworks and operating structures across three markets.

Performance

KPI-driven management

Established bottom-line performance systems, lifting portfolio gross profit 8%+ and delivering 15%+ YoY growth.

Organization

High-performance teams

Built and scaled commercial organizations of 40+ across sales, brand, medical and operations — with succession planning.

Strategy

Business cases that land

Authored and presented the regional logistics-hub business case, approved by executive leadership.

Experience

Pharma, consumer health and tech — 12 years.

Grupo Dokka (CEFA)

San José, Costa Rica

Apr 2024 — Present

Manager, Strategic Business Development & Commercial Strategy

Commercial growth, expansion strategy and new business development across Central America — executive ownership of the exclusive brand portfolio.

Executive owner of a $55M+ commercial budget and multi-year growth roadmap, delivering new revenue streams projected at $15–20M by 2028.
Built and scaled the regional sourcing and partnership framework — 8 new brand contracts in 2024, with 16 negotiations in progress.
Led multi-country expansion and operating-model redesign across Costa Rica, Nicaragua and Panama.
Directed national product launches, including CeraVe — 5% market share in year one.
Designed and presented the regional logistics-hub business case, approved by executive leadership.
Managed and developed a 40-person commercial organization with succession planning and leadership development.

Same employer

Jul 2020 — Apr 2024

Sr. Commercial Manager · Exclusive Brand Portfolio

Executive owner of a $50M+ annual budget across 20+ international laboratories — leading regional sourcing strategy.
Designed go-to-market strategies delivering consistent double-digit growth — 15%+ YoY (2023 vs. 2021).
Built the demand-generation strategy for a multi-brand portfolio and a scalable commercial operating model.
Established a KPI-driven performance framework, increasing gross profit 8%+ by year-end 2023.
Maintained market-leading positions for flagship brands — Allegra, Stérimar, Vichy.

L'Oréal

via Grupo Dokka

Jul 2019 — Jul 2020

Commercial Manager · La Roche-Posay & Vichy

Led the relaunch of La Roche-Posay — full national distribution (50+ SKUs) in 5 months, establishing immediate market leadership.
Positioned Grupo Dokka as L'Oréal's strategic partner in Costa Rica, enabling the launch of Vichy locally.
Negotiated Vichy's commercial agreements, delivering $1.5M+ in incremental revenue.
Secured improved terms and pricing, generating cost savings and margin expansion.

Amazon.com

San José, Costa Rica

Dec 2016 — Jul 2019

Advertising Trafficker · Talent Acquisition · Digital Advertising

Progressive roles across Amazon Advertising's Costa Rica operation.

Managed high-visibility advertising campaigns for global brands; optimized strategies and post-campaign ROI analysis.
Helped scale Amazon Advertising Costa Rica from early-stage to 120+ full-time employees as talent-acquisition lead.
Streamlined advertising SOPs, significantly reducing onboarding time and improving operational scalability.

Earlier roles

Sr. Business Administrator

FarmaValue · Jan 2013 — Dec 2016

Revlon Brand Manager

Corp. Mandofer, Honduras · 2011 — 2012