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Would you like to be our next member spotlight?

At WiT, we love to shine a light on our members' stories and give them a chance to answer questions about themselves, plus offer advice to other members. 

Sonia Singh


Director - Customer Operations

Spin Master

"A leader, first and foremost, is human. Only when we have the strength to show our vulnerability, can we truly lead" - Simon Sinek

More About Me

Tell us about your career journey and how you ended up here.

I started my career in CPG as a Sales Analyst for Fruit of the Loom, for Walmart Canada. I then quickly moved into Customer Facing Supply Chain where I worked in several progressive roles.

I was the first "Embedded" Vendor in Walmart CA, where I managed Mars' entire portfolio. This was where I was able to view CPG through the lens of the retailer (knowledge that I still actively exercise today). This was where I discovered my passion for working with external customers; being the voice of my company to the retailer and being the voice of the retailer to my company. I learned the true meaning of partnership and collaboration.

Later, I discovered my passion for leading people. started at Unilever where I led a team of 5 CPFRs, and was shortly promoted to leading the entire Customer Facing Team for Walmart & Shoppers Drug Mart. Through exemplary collaboration and partnership, I was a key partner in creating content, pilots, and actively shared "Best in Class" practices for the Vendor Community in Walmart's Supply Chain Summits.

I finally realized I was at a point in my career where I wanted to implement the years of knowledge, serving as a more strategic partner. Spin Master reached out and the rest is history. I started as the Customer Ops Leader for the Canadian team where I quickly partnered internally and externally, driving savings of >$1M in Fill rate fines.

I was then shortly promoted to the Director of Customer Operations, leading a team of >40 people, spanning Customer Ops over North America.

Describe yourself in 5-7 words.

Human First Leader
Down to Earth

Tell us about a time when you thrived at work, and what you learned about yourself from that experience.

Moving from managing a team of 4 to a team of >40 people was a scary thought.

I quickly found my footing by putting myself out there and showing each person that I'm human first. I took the time to get to know each individual, but most importantly, allowing them to know me, as a person and a leader.

I learned that I can easily adapt and pivot, catering to each individual. This allowed me to build my team to be stronger, based on each person's strength. We were able to develop skills which were not practiced as often as needed, transcending folks to their true potential.

What is your favorite part of your job?

Learning about people. Recognizing their efforts, and openly appreciating their contributions.

How about when you "turn off" and go home? Any hobbies or fun activities you are involved in?

- Mom of a mini army - 3 kids
- Self proclaimed Chef
- Working out
- Weekend traveler (sponsored by girlfriends :))
- Reading

Any must-read, must-watch or must-follow recommendations?

Must Read - Anything Simon Sinek, Eckart Tolle, Don Miguel Ruiz, Hosseini Khaled, Atomic Habits.

Anything else you want to share with the WiT Community?

I'm super excited to be here, and look forward to forming new connections.

Sonia Singh
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