Sofya Vannelli

Sr Manager, Marketing Brand Strategy, Best Buy

Sofya is a strategic marketer, with a passion for innovative thinking and activation. Since joining Best Buy, she has managed the full range of campaign executions (from Holiday and Back to School, to Apple and Samsung phone launches), helped in the development a new brand positioning and rolling out of a complete Brand redesign, brought to life Best Buy’s first Evergreen Brand campaign, developed new content streams and led media partnerships and integrations, among other things. These efforts have successfully changed perceptions of Best Buy from just a tech retailer to a human and helpful tech partner, continuing to help Best Buy grow its relationship with customers beyond the transaction. Prior to joining Best Buy seven years ago, her career was focused in the agency world, across a variety of shops (BBDO, Martin Williams, space150 and Carmichael Lynch) and clients (CPG, retail, casual dining). Her passion for highly strategic and effective marketing has been recognized with two Effie awards, including a silver in the Sustained Success category for her work in helping to grow the Jack Link’s brand to a multi-billionaire dollar business.