Senior Category & Brand Marketing Specialist |IBERIA at CooperVision Iberia (2023-09 – Present)
- Brand Strategy: Led the end-to-end regional launch and go-to-market strategy for MyDay® MiSight® 1 day contact lenses, achieving +17% category growth,+40% product upgrade adoption within the first 4 months and driving promotional campaigns with +400% ROI.
- Digital Marketing Campaigns: Led the "Together Against Myopia" 360º campaign across 23 regions in Iberia, doubling user traffic and online eye- exam bookings while onboarding +1.100 new users in two months; recognized as an EMEA best practice.
- Budget Ownership: Directed the regional OCOGS marketing budget (€1,5M+), optimizing investment allocation and campaign effectiveness.
- Strategic Partnerships & Commercial Strategy: Drove the annual category strategy focused on customer lifetime value. Developed commercial agreements with loyalty agencies and negotiated pricing and supply chain terms with international suppliers.
- Agile Content & Promotional Roadmaps: Led end-to-end marketing content creation and governed the company wide- annual promotional calendar for Iberia market. Implemented agile approval workflows, accelerating time-to-market.
- Product & Brand Strategy: Owned the annual brand & product marketing plan for ACUVUE, directing 2 product launches.
- Omnichannel Trade Marketing Strategy: Designed a trade marketing guide, enhancing brand & product visibility, overseeing executions in 300+POS, succesfully reducing execution time-to-market by 25%.
- People Management: Supervised 1 direct report (Trade Marketing Analyst), defining objectives, KPIs and performance follow up.
- Budget ownership: Managed the marketing budget (€2M+) identifying cost efficiencies and optimizing investment.
- GTM & Pricing Strategy: Defined product-pricing models across commercial channels to optimize profit margins and revenue growth.
Product Marketing Manager - ACUVUE at Johnson & Johnson (2021-05 – 2022-08)
- Product & Brand Strategy: Owned the annual brand & product marketing plan for ACUVUE, directing 2 product launches.
- Omnichannel Trade Marketing Strategy: Designed a trade marketing guide, enhancing brand & product visibility, overseeing executions in 300+POS, succesfully reducing execution time-to-market by 25%.
- People Management: Supervised 1 direct report (Trade Marketing Analyst), defining objectives, KPIs and performance follow up.
- Budget ownership: Managed the marketing budget (€2M+) identifying cost efficiencies and optimizing investment.
- GTM & Pricing Strategy: Defined product-pricing models across commercial channels to optimize profit margins and revenue growth.
Marketing Lead at La Gauchita S.A. (2019-08 – 2020-09)
- Product Strategy & Market expansion: Launched LA GAUCHITA MAX, a premium household cleaning brand and relaunched ASAPRACTIC, as a competitive- pricing brand introducing 20 new products. Responsible for import tracking, pricing analysis and sales forecasting.
- Corporate Brand Identity: Directed the rebranding strategy of LA GAUCHITA to achieve market repositioning and differentiate the company's brand equity in the mind of consumers, vendors, competitors and employees.
International Product Manager - Savoury Food (Private Label) at DIA Group (2016-10 – 2019-03)
- FMCG Category Management: Responsible for category and product management strategy for DIA's savoury food portfolio (+150 SKUs).
- Product Innovation & GTM: Launched 40+ innovative products within a 2-year period, leading competitive and demand analysis, pricing, segmentation, in-store promotional campaigns, and brand positioning. Developed new product formats and improved product quality, positioning Snacks DIA in tube as the 5th best-selling item in 2017.
- Global Sourcing & Commercial Negotiation: Imported 30+ products to enhance DIA's price competitiveness in the local market, negotiating pricing terms, delivery schedules, and quality standards with suppliers.
Category Management Analyst - Convenience Retailing at Petrobras Argentina S.A. (2015-01 – 2016-10)
- Channel Strategy: Led data- driven category analysis, customer segmentation and channel positioning for convenience formats.
- Product Development: Co-developed the first private label confectionary product, scaling sales to 100.000 units in just 2 months across 200 stores, supported by targeted promotions and incentive programs.
- Strategic Sourcing: Negotiated +20 commercial contracts with Key Suppliers, securing favorable terms and long-term agreements.
Buyer Assistant - Mobile & Digital Cameras at Walmart Argentina (2011-10 – 2014-12)
Oversaw sales forecasting, promotional campaigns, stock management, procurement and supplier negotiation for tech categories.
