Sophie Topham
Surrey, UK
Summary
Dynamic and results-driven professional with extensive expertise in brand development, strategic planning, and market analysis. Demonstrates exceptional skills in product positioning strategy, sales promotion planning, and customer relationship management systems. Adept at leveraging competitive intelligence understanding to enhance brand awareness and drive successful marketing campaigns. Proven track record in coordinating photoshoots, managing public relations, and executing collaborative projects with creativity and innovation. Committed to fostering brand advocacy through influential communication and effective stakeholder liaison.
Enthusiastic individual with 10 years of experience. Secures team success through hard work, attention to detail and excellent organisation.
Overview
10
10
years of professional experience
2
2
years of post-secondary education
1
1
Certification
Work history
Race Brand Coordinator
Yamaha Motor Europe
2024.06 - 2026.06
- To act as the guardian of the race block on behalf of Yamaha Motor Europe.
- Lead the execution of marketing campaigns and initiatives aligned with Yamaha Racing and Race Product launches, such as the R9.
- Coordinated brand presence and activation across national and international racing events for Yamaha Motor Europe, including WorldSBK.
- Partnership Management – Ongoing partnership management and scope, keeping a good working relationship with partners, leading and managing activations, always adhering to Brand Guidelines.
- Managed race weekend branding logistics, including team assets, promotional materials, paddock setup, and visibility with key Yamaha Distributors across Europe.
- Acted as liaison between racing teams, sponsors, media partners, and internal marketing departments.
- Management of Rider and VIP appearances, media engagements, and fan activation events.
- Ensured brand consistency across digital, print, trackside, and event marketing assets.
- Management of end-to-end project timelines, briefs, budgets and stakeholder coordination. Inclusion of brief and management of agencies.
- Assisted Racing Teams with sponsorship fulfilment and partner relationship management during racing events.
- Collaborated with event organisers and vendors to deliver high-quality race activation experiences.
- Tracked event performance metrics, audience engagement, and partnership deliverables for post-event reporting, including ROI.
- Managed fast-paced race schedules and operational timelines under high-pressure event environments.
- Helped increase fan engagement through experiential marketing and on-site promotional campaigns.
- Working closely with multiple internal departments to achieve project objectives.
- Realising key opportunities for Product Engagement and creating Marketing Plans that reflect the objectives of Yamaha Motor Europe and implementing this through the key Yamaha Distributors.
- With two years’ experience at Yamaha Motor Europe, and playing a key role in delivering and steering the brand objectives through project management, agency coordination, cross-functional collaboration and supporting the execution of motorsport campaigns, race events and brand activations. After ten rewarding years with Yamaha, I am excited to bring my experience, adaptability, and passion into a new environment, where I can continue learning, contribute fresh perspectives, and grow alongside a new team and company culture.
- Liaised with external agencies for successful execution of marketing campaigns.
- Participated in product development discussions; contributed valuable insights from a branding perspective.
- Maintained consistent brand messaging across all channels, achieving a unified brand voice.
- Conducted comprehensive market research for better understanding of consumer behaviour.
- Implemented innovative ideas, resulting in unique brand identity.
PTW Sales Coordinator
Yamaha UK
2023.01 - 2024.06
- Assist the Manager, PTW with preparing and sending out dealer trade terms. Provide support with creating department presentations for relevant events e.g., sales meetings and creating sales campaigns to increase PTW product market share by using market analysis.
- Liaised with other departments to ensure accuracy and efficiency in sales orders, campaigns, and requests, while supporting marketing collaborations to maximise opportunities.
- Assisted with key projects influencing PTW & SPV product group, including dealer enquiries and set-ups, VI installation queries, demo events, and marketing materials.
- Prepared and sent PTW product model specifications and pricing information to relevant recipients, ensuring timely distribution.
- Use the Yamaha DRM System to communication with the Dealer network via bulletins from the PTW Sales Department and manage accounts. Maintain the Dealer mailing lists.
- Assisted the PTW & SPV exhibitions and events where the need arises. Interact with customers and dealers to promote the Yamaha Product.
- Monitoring and Securing Dealer Allocation.
- Calculate and keep reports on quarter bonus credits as well as other incentives accrued by dealers and send them for signing within good time to be raised in line with Dealer Terms.
- MX Pro Tour coordination and liaison with both our partner training school, dealerships, and customers
- Managing the coordination of various regional dealer meetings and events including YDE supporting the Marketing Manager.
- Provided support to BSB team by coordinating tasks and communication.
- Assist ASM’s to resolve dealer and order queries that are challenging for them to do on the road.
- Having joined Yamaha Motor in 2018 with experience from Infinity Motorcycles, I had been fortunate to be able to have an impact at both Dealership and Distributor level. Five years’ experience in a Distributor position and working closely with various teams, I was very keen to progress and be part of the Marketing Team at YME. After working in Parts and Accessories for a total of six years across distributor and dealership level, moving into a predominantly PTW Sales Coordinator role I was ready to be challenged on making that next step within the industry and into a race focused marketing position.
Parts & Accessories Sales Coordinator
Yamaha UK
2018.01 - 2023.01
- Providing dealer and customer support for parts and accessories
- Developing, creating and coordinating sales campaigns for parts and accessories including Monthly Newsletter updates
- Coordinating and Hosting the ‘Yamaha Apparel Road Show’ events with the purpose of securing dealer pre-orders
- Managed parts ordering and invoicing for various race teams, ensuring timely completion to support operational needs.
- Realised market opportunities and created key model accessory kits specific to the UK
- Cultivated specialised knowledge of Genuine Yamaha Parts & Accessories to enhance customer support and product recommendations.
- Utilised YMPACT, YMPULSE, and iSeries software to manage inventory and sales data efficiently.
- Produced sales reports, stock updates, and campaign reports for internal departments and management, facilitating informed decision-making.
- Presenting sales performance and strategy at dealer conferences
- Event support and coordination at ‘Yamaha Dealer Experience’, trade shows and British Superbike rounds
- Oversaw operations of ‘Yamaha Clothing Shop’ during events to ensure effective merchandise presentation.
- Hosting various events, trips and conferences both at dealer and customer focus
- Responsibility of the Ecommerce Processing including Customer Relations and Logistics
- Creating and Assisting the Marketing Team with Social Media Campaigns
- Developing and Maintaining Relationships with Partners
- Assisting with Dealership Development and Visual Identity
Website Sales & Marketing Administrator
Infinity Motorcycles/Yamaha Group
2016.01 - 2018.01
- Coordinate online sales for parts and accessories including order management on the website and customer service
- Executed website marketing strategies, including loyalty rewards and promotional campaigns
- Conducted competitor analysis to assess pricing strategies and research campaign effectiveness.
- Developed business partnerships and collaborations to enhance customer benefits and service offerings.
- Managed customer relations and maintained ‘Club Infinity’ database of over 60,000 members
- Explored career opportunities in motorcycle industry after recognising passion for motorcycles while working at Infinity Motorcycles, leading to successful position at Yamaha UK
Education
Business Studies, Photography
Godalming College
2013.01 - 2015.01
Skills
Product knowledge proficiency
Product Expertise
Brand Strategy, Awareness, Positioning & Development
Market Analysis and Segmentation
SEO Understanding
Digital Outreach Strategy
Social Media Marketing
Email Marketing Campaigns
Sales Promotion
Campaign Evaluation
Event Coordination, Execution and Promotion
Communications Planning
Project Management and Collaboration
Cost-Effective Planning
Time Efficiency
Creative Solutions
Influential Communication
Presentation Capabilities and Public speaking
Interpersonal skills
Team Leadership and Conflict Resolution
Initiative taking
Critical Evaluation
Microsoft Office
Resource Management
Certification
- Ski Instructor Licence
- RYA Personal Watercraft Licence
- RYA Power Boat Level 2 Licence
- Motorcycle Licence
- Massage Level 3 Diploma
Timeline
Race Brand Coordinator
Yamaha Motor Europe
2024.06 - 2026.06
PTW Sales Coordinator
Yamaha UK
2023.01 - 2024.06
Parts & Accessories Sales Coordinator
Yamaha UK
2018.01 - 2023.01
Website Sales & Marketing Administrator
Infinity Motorcycles/Yamaha Group
2016.01 - 2018.01
Business Studies, Photography
Godalming College
2013.01 - 2015.01