Moira Reyes

Brand & Marketing Manager @Studio Reyes

BrazilEvent Producer💸 MarketingBusiness AnalystBusiness Owner🧨 ConsultingBrand Marketing ManagerCommunications Manager

Marketing & Branding professional with over 15 years of experience in creating marketing and communication strategy : 5 years working in a leading Brazilian btl agency (Banco de Eventos) and 8 years working in leading multinationals (L'Oréal, Avon and Natura) in the Beauty and Cosmetics industry. Extensive background in brand strategy, product development and management skills, combined with a constant drive for improvement and Global innovation mindset. Organized, fast-learner, positive and proactive team player. Keen to work within multi-cultural environments driven by entrepreneurship and efficiency, using analytical and creative skills to problem solving and meet deadlines. International professional experience includes direct relations with France, USA, China and Latin America.

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Work Background

Sabatical LeaveSabatical

Jul. 2022 - Feb. 2023

NaturaGlobal Brand Strategy Manager

Dec. 2018 - Apr. 2022São Paulo, São Paulo, Brazil• Responsible for building, strengthening and reflecting Natura´s brand image and brand experience through language, expression and new concept creation with consistency and relevance pursuing the best of Natura´s essence and brand positioning. (language + expression + experience). • Brand partner for the creative execution and direction for all brand and sub-brands communication. • Work side by side with marketing, communication, cmi, activation, innovation and our creative agencies

NaturaEkos Brand Manager

Mar. 2018 - Dec. 2018São Paulo Area, BrazilResponsible for communication strategy with challenge of revitalizing brands image • Led communication strategy for launch and ongoing campaign of UEBT international certification for Ekos • Responsible to implement new communication strategy for the brand. Alignment with design agency Tátil and communications agency Africa.

NaturaNew Business Manager

Dec. 2013 - Mar. 2018Responsible for strategic and innovation projects on new markets, new brands and channels (Marketing, Branding and Product Development). • Market Research analysis (Ad hoc, database, trend reports); • Branding & Identity development; • Defining product portfolio (categories mix) & Price positioning; • Product development (formula, fragrance and packaging briefs + performance testing); • Support on Business Case development; • Steering cross-functional teams: internal departments (Supply Chain, R&D, Consumer Insights, Regulatory Affairs, Commercial Innovation) & Creative agencies.

AvonLatam Product Manager Personal Care

Sep. 2012 - Dec. 2013Brazil- Strategic management of Personal Care brands ( depilatories, intimate hygiene and deos), defining role and importance of each brand within Avon portfolio envisioning how to capture market share gains. - Brand architecture, portfolio mix, tier and price positioning - Innovation plan for each Latam market - Strategic Planning and implementation of new product development, and new brands launch and acting as the leader in Latin American clusters.

L'OréalBrand Manager

Dec. 2010 - Jun. 2012Rio de Janeiro Area, Brazil• Worked as Product Manager for the face make-up products, in charge of brand building for the Brazilian retail market. • Presented a marketing strategy for the entire product cycle for Maybelline NY in Brazil. • Supported market research activities regarding consumer behavior and brand performance. • Coordinated communications campaigns with advertising agencies (on and off line) to optimize consumer brand recognition and increase awareness. • Interacted with the Trade and Merchandising departments to coordinate all advertising and promotional activities and point of sale positioning. • Managed the marketing budget by keeping checks and balances on budget forecast, monthly expenses, budget controls and ROI analysis. • Developed and executed a marketing strategy for new and present products to increase market share and enhance consumer visibility. • Project leader in the implementation of the Maybelline NY Franchise project in Brazil. • Played a vital role and worked closely with Cherto Consulting to analyze viability of the Maybelline expansion project. • Held as leader accountable to implement the growth strategy of the Maybelline NY business. • Worked in coordination with the different departments in L’Oreal to structure the new B2C business for L’Oreal in Brazil.

Whirlpool CorporationMarketing Intern

May. 2009 - Sep. 2009

Banco de EventosProject Manager

Aug. 2005 - Jun. 2008• Developed strategic plan and managed details for large corporate and entertainment events throughout Brazil. • Experienced in interacting closely with high profile celebrities, suppliers and executives. • Negotiated and contracted artists and suppliers and led multi-functional task teams for different projects. Selected Project: Super Casas Bahia- Biggest seasonal event in Brazil aiming at the final consumer. An event that lasts 45 days with a daily circulation of 44K people totaling 1,9million people. • . Due to the success of this event, Disney repeated the show for the next year.