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Work Background
L´orealGeneral Brand Director L´oreal Professionnel, Kérastase and Matrix
Apr. 2021 - Apr. 2023Buenos Aires- Global direction of PPD Brands; L´oreal Professionnel, Kérastase & Matrix
- Development and management of division and brands strategy and adaptation to local market
- Responsible for P&L, sales forecast validation and price positioning
- Responsible for marketing plan (mix) and portfolio management
- Responsible for sell-in (B2B strategy) and sell-out planning and management. Go to market plan and implementation.
- Responsible for education objectives and priorities
- Responsible for e-commerce and digital tools, PR, E-PR and media plan
- Responsible for retail/salon strategy and implementation
L´orealHead of Kérastase
Mar. 2019 - Mar. 2021ArgentinaDevelopment and management of brand strategy and adaptation to local market
Responsible for P&L, sales forecast validation and price positioning
Responsible for marketing plan (mix) and portfolio management
Responsible for sell-in (B2B strategy) and sell-out planning and management. Go to market plan and implementation.
Responsible for education objectives and priorities
Responsible for e-commerce and digital tools, PR, E-PR and media plan
Responsible for retail/salon strategy and implementation
Owner of brand identity and brand (and distribuition) selectivity Main Achievements:
- E-PR: +1850% EMV
- Shop in Shop: +25% Units (vs -24,9% market)
- E-commerce: +189% CA, + 98% Units
- Sell Out: launch activation plan, + 220% units, +360% services in salon
L´orealLancôme & Biotherm Group Brand Manager
Sep. 2018 - Mar. 2019ArgentinaDevelopment and management of Polo Beauty
Responsible for sell-in and sell-out planning
Responsible for P&L
Development of marketing strategy and adaptation of supports
Development of marketing plan, media , e-commerce (including launch of
direct e-commerce), PR and brand image
Main Achievements:
- Achievement for 1st time #1 (sell out) as brand since launch (+ 20 years)
- Génifique as #1 (sell out) serum in market
L´orealLancôme Brand Manager
Jul. 2017 - Aug. 2018ArgentinaDevelopment and management of brand strategy
Responsible for sell-in and sell-out planning
Budget preparation and management
Development of marketing strategy and local adaptation of supporting
marketing material
Development of marketing plan, media , PR and brand image
Main Achievements:
- LVEB as #1 (sell out) fragrance, growing over market in $ and units
- Best SOI vs SOM relation in market
L´orealProduct Manager - Lancôme Fragrances and Make Up
Jan. 2017 - Jun. 2017Argentina
L´orealProduct Manager - Ralph Lauren y Cacharel
Sep. 2016 - Jan. 2017Argentina
Ministerio de Cultura y Turismo Provincia de JujuyDeputy Marketing Director
Jan. 2016 - Aug. 2016Provincia de JujuyCreation and implementation of Marketing and Media plan
Long term investment plan design
Institutional image, PR, Press
Main achievement:
- results +90% vs competence in digital advertising plan
Grupo SicomMarketing Director
Apr. 2013 - Dec. 2015Jujuy, ArgentinaMarketing Responsible for 7 brands
Responsible for brands budget and image
Development & implementation of marketing and communication plan
Advertising plan development.
Organization and coordination of PR and press events
Main achievements:
- ROI improvement
- Successful launch of 2 new brands
EJESACommunication, Marketing, Advertising and CRM Adviser
May. 2012 - Apr. 2013Marketing strategy and online intervention plan
Strategic analysis of brand image.
Advertisement plan elaboration and CRM plan coordination
Main achievement:
- Successful intervention in biggest image crisis
L'OrealProduct Manager - Biotherm & Helena Rubinstein
Nov. 2010 - May. 2012Marketing plan and media plan elaboration and implementation
P&L building and follow up
Price positioning, demand planning and stock follow up
Loyalty Plan and CRM management
Development of POP material, POS activation and events leadership
General coordination of marketing team
Main achievements:
- Growth over market (sell out, units and $)
- Reach of #1 position (sell out, units and $) in men skincare
PUIGMarketing Assistant ( Carolina Herrera, Paco Rabanne, Prada, Nina Ricci & Chanel)
Jan. 2010 - Aug. 2010Communication with headquarters
Events, PR and celebrities assistance
Launch of 212 Urban Run
Assistance in launches
General administrative assistance
Sell in, stocks, prices and clients reports
Assistance in planning and follow up of sales and media plan
Procter & GambleMarketing Sourcing Buyer
Dec. 2008 - Jan. 2010Owner of Design spending pool for Argentina and Chile
Responsible for celebrities hiring. Key long term plans
Responsible for Sports, alliances, music and events buying
L'Oreal S.A.Marketing assistant intern
Jan. 2008 - Mar. 2008General assistance
CRM & e-mail marketing plan
National Convention coordination
Alliances and co-brandings
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