Alejandra Castañeda Roldán Email and Phone Number

- Launched iconic Super Stay Vinyl Ink achieving 17.6 pp of extra share for the brand- Led a cross-functional team to materialize Maybelline’s overall marketing strategy which included TV commercials, digital/social media campaigns, and out-of-home advertising

-Owned the design and execution for the launch strategy of Maybelline’s Fit Me Powder Foundation; centered on a TikTok campaign which achieved 53M impressions in 24hrs and 5.6 pp of extra share-Built the very first local portfolio for liquid lipsticks in Mexico: Matte Ink x Frida Kahlo; winning 7.8 pp of share for the brand

- Led the launch of Express Aclara serum through a digital-first marketing strategy, becoming the #1 franchise for the brand and effectively doubling Express Aclara’s market share in one month to 6.8 pp- Negotiated and completed a partnership for Garnier Green Beauty in Mexico: WRI-Garnier-Walmart for the cleaning of 5 kilometers of beachfront in the state of Oaxaca

- Launched Express Aclara product franchise through an integrated marketing campaign in social media, digital, television and point of sale, gaining 3.6 pp of market share for Garnier Skin Active.- Designed and launched the “#RetoMascarillaPerfecta” digital marketing campaign for the Hidra Bomb tissue masks line; achieving 16M impacts across all channels.

- Performed market analyses, customer segmentations and marketing strategies to design and build the launch plan of a new skincare product franchise: Express Aclara.

Garnier's product development HUB for the Latin American region.

Internship working on Financial and Budgetary issues in the Social and Human Sciences sector as well as on selected Culture subjects.

Internship working on issues related to the General Assembly and Mexican Candidacies.