Experience

Suave Brands Company

• United States
• Retail Health and Personal Care Products
• 1 - 100 Employee

• Head of Innovation & Brand Equity

  • Sep 2023 - Present



Beautycounter

• United States
• Retail
• 700 & Above Employee

• Vice President Product Marketing & Innovation

  • Nov 2022 - Sep 2023

  - Head of Innovation for skincare, makeup, haircare and fine fragrance. - Led cross functional team dedicated to design and deploy disruptive launches, from consumer insights to formula development and go-to-market. - End-to-end ownership of product marketing strategy, including portfolio management, profitability goals and multi-channel expansion. - Managed a team of 10+ direct and indirect reports. - Head of Innovation for skincare, makeup, haircare and fine fragrance. - Led cross functional team dedicated to design and deploy disruptive launches, from consumer insights to formula development and go-to-market. - End-to-end ownership of product marketing strategy, including portfolio management, profitability goals and multi-channel expansion. - Managed a team of 10+ direct and indirect reports.



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Vice President Global Marketing | Biolage, Member of Division Management Committee

  • Aug 2021 - Nov 2022

  - Defined product innovation roadmap and ‘current core’ support strategy for international markets across North America, Europe and Asia.- Worked closely with R&D and Advanced Scientific Research to determine new technologies, processes and active ingredients that would support future brand positioning and consumer-facing claims.- Partnered with internal and external sustainability experts, helping Biolage become the first L’Oréal Professional brand to be 100% Vegan and Leaping Bunny certified by Cruelty Free International.- Led the team responsible for creating integrated go-to-market and 360 customer experience journeys, from paid media to retail, guiding and supervising global creative development and local implementation by drive countries.- Responsible for profitability roadmap that helped improve Gross Margin and bottom-linere sults. Focus on portfolio rationalization and cost reduction.- Managed a team of 10+ direct and indirect reports including product marketing, education, digital and creative. Show less

• General Manager | Kérastase and Redken

  • Jul 2019 - Aug 2021

  - Responsible for full marketing strategy for both brands in Brazil, one of the fastest growing markets inthe World for professional and prestige brands.- Focus on profitable growth while strengthening brand equity in the market with relevant product launches and strong media campaigns.- Ownership of entire go-to-market strategy including portfolio management, education, media, and activation plans.- Full P&L responsibility including sales forecast, advertising budget, pricing and profitability strategies.- Managed a team of 25+ direct and indirect reports. Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Head of Global Marketing | Skinsei Skincare & Melé Skincare

  • Jul 2018 - Jun 2019

  - Skinsei Skincare was the first beauty brand launched by Unilever's incubator ‘The Hub’ (now 'The Foundry') in New York City and the first to be launched as a direct-to-consumer, subscription-based service.- As Head of Global Marketing I was in charge of the full brand ecosystem that included branding, visual identity, strategic positioning and communication strategy.- Responsible for the entire product mix development including packaging, formula (in house and external), claims and long-term innovation roadmap.- Led multiple agencies and a specialized in-house team on the creation of the full UX journey and brand experience for e-commerce website.- Melé Skincare was Unilever’s first venture in the masstige beauty market and was co-created with dermatologists, scientists and beauty specialists to cater for melanin-rich skin consumers.- As Head of Global Marketing I was responsible for the early stages of the brand creation, overseeing all aspects of its development including formulas, packaging, communication and brand positioning.- Together with several external and internal stakeholders we crafted what became the most relevant launch for Unilever Beauty in 2020, with high engagement of consumers and retailers. Show less

• Senior Global Brand Developer | Nexxus New York Salon Care

  • Jul 2015 - Jun 2018

  - Founded by Jheri Redding in 1979, Nexxus New York Salon Care is the number 1 hair care brand in the United States within the salon segment in mass retail.- Led an international team responsible for full innovation roadmap, communication strategies including PR and earned media, and development of new markets and channels.- Full ownership of product launch roadmap, working closely with a large technical team of scientists to develop concepts and products that answered the most relevant consumer needs.- While in charge of PR and earned media strategies, I was responsible for developing and implementing plans for the brand and specific innovations; this included crafting stories that could keep the brand heritage and philosophy alive while creating strong links with current trends and consumer needs.- Lastly, I was also in charge of the brand’s flagship hair salon in Tribeca - New York City, being responsible for the consumer journey, visual merchandising and also the concept of all products and services offered in the space. Show less

• Senior Global Brand Manager | Dove + AllThingsHair.com

  • Mar 2014 - Jul 2015

  Dove Hair is present in more than 81 countries, growing consistently on the past years. In this role was in charge of global strategy, innovations and communication plans, as well as global market share performance, profitability and brand equity indicators. Key activities include the management of the entire base portfolio that delivers 80% of total brand sales. All Things Hair is the first cross-brand digital platform from Unilever Hair Care and Style category. The hub is already among global top performing pages, being present in 6 markets. In this role I was responsible for rolling out the platform in North and Latin Americas and management of 4 different global agencies. All Things Hair has received broad internal and external recognition, and was shortlisted for several digital marketing awards. Show less

• Market Development Manager | AXE - LYNX

  • Nov 2010 - Mar 2014

  Market development and brand manager for AXE. Focus on innovation projects implementation, media plan analysis and implementation of digital strategy for deodorants category. Experience on market understanding (Millward Brown, Nielsen, Kantar) P&L and other finance analysis. Special interest on social media innovation and use of it as a continuous communication platform with consumers to increase sales and generate brand awareness. Good interaction with other support teams, such as media, supply chain, finance, R&D and CMI (consumer and market insights). Experience with several communication, media and digital agencies. Official representative of Unilever Brasil Marketing Team for digital marketing and media - contact with major global players (Microsoft, Google, Facebook) for media innovation. Show less

• Market Development Trainee | AdeS + Lipton

  • Jan 2010 - Nov 2010

  Worked with Market Development for AdeS and Lipton, both leader brands in their respective categories. Involvement in projects for brand repositioning, portfolio review and renewal and limited editions launching. As part of my routine in this job I did P&L analysis, market share analysis, market research and tracking of consumer trends. Media budget management for AdeS and design of new business model for re-start of Lipton operations in Brazil into new categories. Work to revitalize the AdeS digital platform (and integrate it with Recepedia, Unilever recipes portal). Design and implementation of media ATL and BTL plans. During this period I was responsible for the migration of about 10% of investment for online communication, demonstrating with numbers and results analysis that online had become relevant to the target and profitable for the company. Show less

• Brand Development Trainee | Hellmann's + Recepedia.com

  • Feb 2008 - Jan 2010

  Brand Development for dressings category, specially Hellmann's. Focus on digital marketing for both Latin America and Global marketing teams. The most complex project that I was involved with, was the creation and implementation of Recepedia, the main digital initiative for Hellmann's in Latin America. Recepedia was inspired and built upon mass collaboration, instant feedback and social interaction tools for consumers. Special partnership with Microsoft was created to use the “mirroring” strategy, taking Recepedia to the status of most visited website on recipe and cooking segment. After 3 years of existence, the portal was adopted as the global recipe platform for Unilever. Show less

• Supply Chain Intern

  • Feb 2006 - Feb 2008