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.
Lead the adaptation and execution of global consumer marketing plans for leading beverage alcohol groups such as: Diageo, Campari and Beam Suntory; creating brand experiences for Travel Retail at major US airports, collaborating with top duty free retailers such as DFA, DFS and iShoppes. Project Manager of P&C (Perfumes& Cosmetics) retail activations for groups as: Clarins, Interparfums, Euroitalia, Hermes & Puig.
Project management of brand activations in Travel Retail (airports & borders) for the top 3 leader groups of beverage alcohol: Diageo, Campari and Beam Suntory.
•Defined annual launch strategy for Paco Rabanne and Jean Paul Gaultier and orchestrated an 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. •Launched the first Carolina Herrera e-boutique in TR Americas. •Conducted the implementation of e-tailing for key retailers in the region. •Prepared competitive analysis and gap assessment to help drive brand strategy. •Analyzed saving levels and competitors prices in key markets to help global pricing strategy.
•Project management of temporary travel retail spaces in North America, Central America, the Caribbean, and the French Antilles. •Coordinated the annual purchase and distribution of point of sale materials. •Aligned brand guidelines to local needs while maintaining the highest quality standards to ensure a unique shopper experience.
•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 (Iguazú and Cancun). •Customized planograms and visual priority for all brands based on consumer-centric strategy and regional needs.
•Coordinated 360º 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 sell out. •Designed second placement POS materials in coordination with brands and suppliers. •Field visits to review the correct implementation of the strategy as well as to detect competitive opportunities. •Sales force training to communicate and follow up on bimonthly trade strategies.
•Developed communication tools for internal campaigns to communicate the implementation of WCM at the personal care facility that increased the positive perception to 96%. •Managed suppliers of printed materials and design agencies. •Coordinated the in-house graphic design following Unilever brand corporate image.