Macarena Ibarguren - Marketing Director, Dermaclinic

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Work Background

Strategic Marketing Consultant

May. 2023Strategic and marketing consultant

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

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

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 - Feb. 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

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

L'Oreal S.A.Marketing assistant intern

Jan. 2008 - Mar. 2008General assistance CRM & e-mail marketing plan National Convention coordination Alliances and co-brandings

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

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