Passionate entrepreneur where I have directed the Marketing strategy of Fuxiaballerinas and the entry of brand Bambulamx to the Mexican market. My approach is based on Innovation, the creation of long-term value and the optimization of processes and tools that facilitate the achievement of objectives. I strongly believe in the importance of adaptability and continuous learning. I have launched social media advertising campaigns and website optimization for both Brands.

- Led the strategy and Brand positioning for Suavitel brand in Mexico.- Conducted diagnostics and developed plans to generate growth opportunities with customer focused campaigns and a robust media ecosystem: TV, point of sale, and digital.- Implement the digital transformation for social media, paid media, online video, display, programmatic, & SEO.- Coordinate media plans and market research, while managing the P&L.- Oversaw branding, insights, and design areas with a team of… Show more - Led the strategy and Brand positioning for Suavitel brand in Mexico.- Conducted diagnostics and developed plans to generate growth opportunities with customer focused campaigns and a robust media ecosystem: TV, point of sale, and digital.- Implement the digital transformation for social media, paid media, online video, display, programmatic, & SEO.- Coordinate media plans and market research, while managing the P&L.- Oversaw branding, insights, and design areas with a team of 3 people.Achievements:• Achieved +12% organic growth in Softeners & +1.5 pts increase in market share in supermarkets, driven by incremental innovation, size and price optimization, and correct sub-brand mix for higher profitability.• Led Founding the Growth initiatives resulting in an +838 bps improvement in margin.• Directed communication strategy and relevant insights to develop the new Mother's Day campaign, with 6 million views on YouTube, helping to increase sales in key accounts. Show less

- Developed a comprehensive plan for Hair Care strategy, designing the regimen across all subcategories.- Lead the commercial, product innovation, and communication plans for Mexico.- Designed profitability plans for margin improvement and portfolio optimization.- Positioned Caprice, Optims, Mennen, and Stefano as a complete hair solution line.- Managed branding, insights, design, production, and formulation areas with a team of 4.Achievements:• Achieved +14.9%… Show more - Developed a comprehensive plan for Hair Care strategy, designing the regimen across all subcategories.- Lead the commercial, product innovation, and communication plans for Mexico.- Designed profitability plans for margin improvement and portfolio optimization.- Positioned Caprice, Optims, Mennen, and Stefano as a complete hair solution line.- Managed branding, insights, design, production, and formulation areas with a team of 4.Achievements:• Achieved +14.9% organic growth in Shampoos and a +0.7 pts increase in market share by launching premium segment innovation with Caprice Biorganics at a higher price.• Set a market share record with Optims at 6.4%, driving +11.9% organic growth through brand relaunch, new packaging, and a new brand position.• Achieved +32.3% organic growth in styling through Revenue Growth Management by launching a new segment in combing creams, reaching $1 million in net sales. • Identified savings of $3.5 million through structure and label optimization workshops. Show less

- Directed strategy and brand positioning to introduce a new category in Brazil, with the correct brand, packaging, and communication for deodorants in the region.- Responsible for Deodorant Innovation in Latin America, overseeing the strategy and relaunch of Speed Stick and Lady Speed Stick for Latam, including new brand positioning, new structures, formula improvements, and new communication both on TV and digital.Achievements:• Led Founding the Growth initiatives for new… Show more - Directed strategy and brand positioning to introduce a new category in Brazil, with the correct brand, packaging, and communication for deodorants in the region.- Responsible for Deodorant Innovation in Latin America, overseeing the strategy and relaunch of Speed Stick and Lady Speed Stick for Latam, including new brand positioning, new structures, formula improvements, and new communication both on TV and digital.Achievements:• Led Founding the Growth initiatives for new structures and packaging, achieving +520 bps increase in margin and generating annual savings of $4.5 million.• Spearheaded the innovation and relaunch of the new Speed Stick platform based on people centricity, achieving +15% incremental growth in Latam.• Achieved #1 position with Lady Speed Stick in Colombia, while improving closeness attributes in Mexico by +4 points, through a strategic relaunch of the character "Barbara Blade" as a true heroine, making the brand more relatable. Show less

- Led the Marketing department and strategic initiatives in Peru. Responsible for Innovation, Brand Positioning, Insights and Media Implementation for the organization.- Successfully optimized the team's functions and worked closely with Colombia to establish the roles and responsibilities of the Andean Hub.- Assignment 4 months in New York coordinating the Corporate Review of Latam.Achievements:• Drove a remarkable 12% increase in net sales and set market share records in… Show more - Led the Marketing department and strategic initiatives in Peru. Responsible for Innovation, Brand Positioning, Insights and Media Implementation for the organization.- Successfully optimized the team's functions and worked closely with Colombia to establish the roles and responsibilities of the Andean Hub.- Assignment 4 months in New York coordinating the Corporate Review of Latam.Achievements:• Drove a remarkable 12% increase in net sales and set market share records in Toothpaste (+4 points), Toothbrushes (+7 points), Soaps (+2.5 points), and Fabric Softeners (+3 points) through new sizes, correct pricing, and new product launches.• Led the development of the premium brand Protex in Peru, securing leadership in Soaps.• Identified the weak point in Peru regarding water scarcity and the relevant ideas to guide the agency in developing the water-saving commercial, the first Colgate commercial to be aired during the Super Bowl. The ad won the Global "You Can Make the Difference" award at Colgate (Source: The Wall Street Journal article) https://www.wsj.com/articles/colgate-to-make-super-bowl-debut-with-save-water-ad-1450805861 Show less