Top Women in PR 2014: Sona Iliffe-Moon

Sona Iliffe-Moon, PR Brand Affairs Manager, Nestle U.S.A (Formerly Toyota)

Sona was a leader in Toyota’s marketing, lifestyle and social communications with innovative ideas and results that consistently exceeded expectations. Form leading the successful Tundra Endeavor Tow ad to launching many firsts for Toyota, including lifestyle media and blogger relations as well as consumer-facing and social product reveals, she has made a major contribution to bolstering Toyota’s reputation. Admired by executives, peers and junior colleagues alike, Sona has always been a great mentor.

Sona drove a campaign that embedded the Sienna with the online platforms of today’s most popular, Internet savvy and creative parents and tapped into their significant follower base. The program sparked conversations and media interest in the 2015 Toyota Sienna by positioning the reveal as Toyota’s first ever social launch of a vehicle. The campaign was a creative, disruptive program with multiple media opportunities executed across paid, owned and earned media. Through the campaigns positioning and content, Sona and her team made the 2015 Sienna feel bigger than it was. Early media placements in USA Today, E!, The Today Show, Good Morning America and Late Night with Jimmy Fallon, successfully generated online conversations and interest in the Sienna.