Itzel Hernandez

Marketing and Retail Sr. Executive

Marketing professional with 7 years of proven experience in FMCG and Luxury working with several companies, from SME to multinational like Unilever, Danone and Puig. Strong expertise in developing 360º marketing strategies and project management of retail projects. Passionate about Fashion, beauty and digital illustrations.

Previous Brands
Work Experience
Trade Marketing Coordinator
Jun ‘22 - Now

Project management of brand activations in Travel Retail (airports & borders) for the top 3 leader groups of beverage alcohol: Diageo, Campari and Beam Suntory; following the global guidelines.

Marketing Sr. Executive
May ‘20 - Jul ‘21

Defined annual launch strategy for Paco Rabanne and Jean Paul Gaultier in Travel Retail and orchestrated omnichannel plan based on international pax. flow, market insights, and commercial analysis. →Led the Phantom 360º campaign in America 's top 10 airports with tactical takeovers of Ezeiza and São Paulo-Guarulhos. Analyzed saving levels and competitors' prices in key markets (Mexico, Brazil, Argentina, Chile, Canada, USA) to help drive global pricing strategy. Responsible for forecasting launches and limited editions, contributed to the demand estimation of regular portfolio, KCP sets and GWP. Conducted the implementation of e-tailing for key retailers and management of paid media offline and online. →Launched the first Carolina Herrera e-boutique in TR Americas partner with Attenza.

In-store Executive
Jun ‘19 - May ‘20

Project management of over 85 temporary travel retail spaces in North America, Central America, the Caribbean, Colombia, and the French Antilles. Coordinated the annual purchase and distribution of point of sale materials. Budget Management +$400K USD

Marketing and Retail Assistant
Apr ‘18 - Jun ‘19

Managed digital content: Definition, implementation, and performance evaluation of social media campaigns for 5 brands. Created scorecard to analyze brands' performance based on sell-in, sell-out, rankings and shop trend. Project management of permanent projects for top airports (Argentina, Colombia, Miami) and downtown stores (Iguazu and Cancun). Customized planograms and visual priority for all brands based on consumer-centric strategy and regional needs.

Trade Marketing Analyst
Apr ‘16 - Oct ‘17

Coordinated trade marketing plans for the modern channel (UTT), focusing on premium and regional retailers, Defined top stores for main BTL activations, coordinated sampling distribution, and analyzed performance indicators as profitability and SO. Sales force training to communicate and follow up on bimonthly trade strategies.

Communication Intern
Jul ‘15 - Jan ‘16

Developed communication tools for internal campaigns to communicate the implementation of WCM at the personal care facility increasing the positive perception to 96%.

French - Basic
Spanish - Native
English - Fluent
Location Preference
Open to relocation
Work Pattern
Employment Preference
Permanent Positions
Freelance Assignments
Education & Training
‘22 - ‘22
Digital Fashion Industry
Google Academy
‘22 - ‘22
Fundamentals of Digital Marketing
‘18 - ‘19
Fashion Industry Essentials
‘15 - ‘16
Certification - Specialization
Management of Fashion and Luxury Companies
Fontys University - The Netherlands
‘14 - ‘15
Academic Exchange
International Fresh Business Management
Tecnológico de Monterrey
‘11 - ‘15
Bachelor's degree
Marketing and Communication
Mexico City, CDMX, Mexico