Sonia Louro

Pioneer
DISC Type : ids

Business Development - London at BaxterStorey

London, England, United Kingdom

Overview

Sonia Louro is a hospitality-focused business development professional at BaxterStorey, dedicated to building partnerships and reimagining guest experiences. She has over a decade of leadership experience from her time at Compass Group UK & Ireland, Rapport Guest Services, and Restaurant Associates. Sonia studied English Literature and Law at London Metropolitan University.

Outside of work, Sonia maintains a deep passion for the coffee industry, attending events and celebrating the craft even after moving on from her specialized coffee development roles. She is also a mother, and has shared her perspective on balancing the demands of a career with family life.

Unique fact: While Head of Coffee at a previous role, she was instrumental in launching a coffee blend that supported social enterprises tackling food poverty.

Personality Overview

Driven But Considerate

Dynamic But Sincere

Friendly But Fast

If they are convinced, they can become very strong champions for your product  They have the unique ability to win both love and respect from their team (or outsiders) They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed

Topics They Care About

Hospitality Innovation
Her career is focused on reimagining hospitality experiences and championing creativity in service delivery within the London market.
Strategic Partnerships
Emphasizes building unique and meaningful client relationships as a core part of her business development strategy.
Coffee & Social Impact
Has a background leading coffee strategy and connecting it to community initiatives, a passion she continues to follow.

Media Appearances

Sonia has no verified media appearances

Work History

10-2025
Business Development - London at BaxterStorey
11-2023 - 11-2025
Head of Client Partnerships at Rapport Guest Services
1-2023 - 11-2023
Head of Operational Excellence at Restaurant Associates UK
1-2020 - 4-2023
Head of Coffee and Community at Restaurant Associates UK
10-2018 - 1-2020
Head of Coffee Development at Restaurant Associates UK

Education

2009 - 2012
English Literature/ Law from London Metropolitan University
English Language and Literature from St Marylebone Sixth Form College

More Information

Social Presence :

Prographics :

Exp : 10 Location : London, England, United Kingdom Job Level : N/A Designation : Business Development - London at BaxterStorey
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Insights For Selling To Sonia

During A Call Or A Meeting

DO's

  • Keep your pitch focused on the impact but nurture the relationship too
  • Build a trustworthy relationship while keeping the product center-stage
  • Ask them for a lunch or coffee once some rapport has been established

DONT's

  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t be too verbose or overly friendly; a little bit, however, is fine
  • Don’t be very informal during the early interactions even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sonia is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Sonia

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Sonia move?

  • They are generally fast movers and can take quick decisions
  • Can Sonia take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Sonia

Personality Compatibility


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