Colombia
Schick, Banana Boat, Hawaiian Tropic, Bull Dog, Wet Ones & Playtex Colombia
• Emphasis: Digital Marketing, Services Marketing, Neuromarketing, Personal branding and networking, Leadership and coaching • International MBA Admissions Ambassador • Member of IE Marketing Club
Led a team of 4 people to developed a project for Beam Suntory, the third-largest spirits company in the world. I created a project to increase the awareness of one of their brands in the offline and online channels in Spain
• Planned and executed annual marketing strategies for the hair care and facial care categories, resulting in a 36% increase in hair care sales and 25% increase in facial care sales, while maintaining costs in-line with department objectives and business plans. These efforts also contributed to a significant increase in brand awareness and revenue, and helped the personal care category achieve a compliance in EBITDA, with a +2.7% increase in profits and losses. • Planned and led the execution of the annual plan for Cicatricure, a facial care brand. This included developing the communication strategy, innovations, seasonal campaigns, pricing strategies, distribution plans, and strategic visibility in points of sale. Achieved the highest historical market share of Cicatricure 15% • Relaunch Execution Leader at Tio Nacho, the first sustainable hair care brand. Led communication strategy, new channel development, and presentations. Resulted in +19% growth, making Tio Nacho the fastest-growing brand in the hair care category • Led consumer research to devise and deliver new product development strategies
• Conceptualized and executed product innovations and seasonal strategies of hair care & facial care categories and pharmaceutical industry to increase the brand's sales. Launched more than 10 new products • Planned and implemented in-store, online, and TV campaigns for personal care and some pharmaceutical brands. • Led the projection and execution of offer plans & discount seasons of all the company's brands (+14 brands) to control cost in-line with department objectives and business plan. Reduced company's costs by 1% • Created the "Virtual Ruleton" strategy, which led Colombia in 2021 as the country with the highest sales in the e-commerce channel in LATAM (Latin America)
• Led and executed annual marketing plans for Balance, brand of deodorants, resulting in a 10% increase in sales -Achieved the highest historical market share of Balance in volume • Planned the launch of the first body care brand Dial in order to increase categorical sales • Executed business analyses, including sell-in/sell-out, market share, market trends to maximize business opportunities • Developed exhibition and visibility materials according to cross-channel innovation goals, leading to an improvement in brand positioning • Led BTL activities to support top of mind and awareness of ATL experiences
* Supported the planning and launch of the first hair dye for millennials in Colombia * Led the design of point of sale material & digital campaign for color and styling categories