Macarena Mora Pinatel

Results-driven Country Manager and Commercial Executive with an MBA and over 15 years of experience leading profitable growth, full P&L management, and brand development in the retail, luxury, and consumer goods industries. Proven success defining and executing country and regional strategies, driving omnichannel commercial performance, and leading cross-functional teams (Commercial, Finance, Operations, and Marketing) in matrix organizations. Recognized for delivering strong revenue growth, margin optimization, and premium brand positioning.

Extensive experience in LATAM markets, stakeholder management with global headquarters (US & Europe), and acting as a trusted brand ambassador to drive sustainable expansion.

Senior Commercial & Category Manager - Hites S.A. - Santiago, Chile

(2022-07 - 2024-11)

Led the commercial strategy and full P&L execution for high-volume categories within a major retail chain. Directed pricing, promotional calendars, product assortment, forecasting, and omnichannel initiatives to drive sustainable growth and profitability.

• Delivered +56% sales growth (+$6,000 MM CLP annually) through optimized commercial strategies and customer experience enhancements
• Increased private label penetration by +25%, reaching a 39% market share within the category
• Improved gross margin up to 60% through strategic pricing and rigorous category management
• Achieved +60% in-store sales growth by redesigning commercial execution and visual merchandising

Regional Commercial Marketing Manager LATAM & Deputy General Manager - Teoma LATAM

(2021-01 - 2022-07)

Co-led regional operations and country strategies across 9 LATAM markets. Partnered with local country managers and distributors to drive commercial performance, omnichannel development, rebranding, and operational scalability.

• Increased regional sales by +12% despite challenging macroeconomic market conditions
• Led regional rebranding and packaging transformation projects to premiumize product positioning
• Boosted digital engagement by +18% across LATAM through targeted marketing initiatives
• Collaborated directly with US headquarters on strategic projects focused on business model evolution and regional growth

Co-Founder & Commercial Manager - Black Tag - Chile

(2015-12 - 2018-05)

Co-founded and directed a premium multi-brand retail concept in Chile. Managed full country operations, business strategy, international buying, brand positioning, and P&L.

• Successfully raised $600 MM CLP in investment for market launch and expansion
• Curated and negotiated a portfolio of exclusive international premium brands, establishing strong relationships with foreign partners
• Positioned the brand in the high-end retail segment with a strong focus on premium customer experience and brand identity

Founder & Strategic Director - Agencia Allure

(2013-10 - 2019-07)

Provided strategic consulting to retail, beauty, and consumer goods companies on commercial growth, brand building, and trade marketing.

• Delivered +200% sales growth for key accounts through tailored commercial strategies and omni-channel campaign execution
• Expanded client portfolio to more than 10 active accounts across the beauty and retail sectors

Brand & Product Merchandising Manager (Chile & Peru) - Calvin Klein — Retail PVH Corp.

(2011-11 - 2013-12)

Led the commercial and merchandising strategy for Chile and Peru subsidiaries, ensuring strict alignment with global guidelines from US and European headquarters while adapting to local market dynamics. Acted as a key brand ambassador in the region.

• Achieved +38% sales growth in the men's division through precise assortment planning
• Reduced obsolete stock by 72% by optimizing inventory health, forecasting, and markdown strategies
• Strengthened premium brand positioning across more than 120 specialized points of sale

Senior Product Manager - La Polar

(2005-03 - 2011-11)

Managed high-volume private label brands, commercial planning, and international supplier negotiations across Asia and Europe.

MBA - Universidad del Desarrollo (2012 - 2014)

Executive Program - Digital Strategy & Leadership - Columbia Business School (2022 - 2022)

Business Administration - Universidad Mariano Egaña (2000 - 2005)