Description

I am a global marketing executive with 20+ years building and scaling consumer brands across FMCG, beauty, fashion and food - from Latin America to global headquarters in Stockholm, Sweden.

I offer fractional Marketing Director, interim marketing leadership and project-based consulting for companies that need senior marketing expertise without a full-time hire. My work sits at the intersection of global brand strategy and local market activation, the gap where most brands lose their growth.

What I deliver in a consulting engagement:

Brand positioning and repositioning
Go-to-market strategy and execution
Innovation pipeline development
Social commerce and community architecture
Digital and performance marketing strategy
Geo-localisation frameworks for multi-market campaigns
Agency briefing, selection and management
Marketing team development and leadership

Recent results that are directly relevant to consulting work:

Built a Gen Z brand from zero to +120% penetration - #1 in 5 major markets in 18 months (Oriflame)

Repositioned a heritage brand to +1.2% market share - best launch programme across 10 countries (Yanbal)
Delivered +9% sales growth and +17% community engagement through global brand repositioning (Oriflame)
+300% revenue growth in Year 1 from full brand and portfolio relaunch (ConAgra / Del Monte Mexico)
Built a company's first digitally-native youth brand from scratch: +250% sales in first 6 months (Jafra)

Industries: Beauty & Cosmetics · FMCG · Food & Beverages · Fashion & Jewellery · Direct Sales · Social Commerce · E-Commerce

Markets: Sweden / Nordic · Europe (remote) · Latin America · Global multi-market (60+ markets experience)

Languages: Spanish (native) · English (fluent) · Swedish (developing)

Availability: Immediate · Stockholm-based · Remote EU · Open to travel

Langues

Espagnol
Bilingue ou natif
Anglais
Capacité professionnelle complète
Suédois
Notions

Préférences en matière de lieu de travail

Accepte de travailler sur site

Stockholm (jusqu’à 50 km)

Oriflame Cosmetics
Global Senior Head of Brands
MODE & COSMÉTIQUES
novembre 2018 - mars 2026 (7 ans et 4 mois)
Stockholm, Sweden
Oriflame is a company Led the full strategic and commercial agenda for the makeup division — two brands (Giordani Gold, The One) plus the launch of a new youth brand, across all global markets.
▸ Repositioned Giordani Gold and The One for modern audiences: new brand guidelines, story-telling frameworks and geo localised asset toolkits adopted across 60+ markets — driving +17% community engagement, +9% sales, +2 revenue points.
▸ Conceived and launched OnColour, Oriflame's first brand purpose-built for Gen Z. Achieved +120% brand penetration in target demographic; ranked #1 in India, Indonesia, Turkey, Poland and Mexico within 18 months.
▸ Managed a 200+ concept innovation pipeline with an 88% commercial success rate across hero launches, seasonal ranges and rolling innovation.
global brand strategy and repositioning Social Commerce and Community-Led Growth Innovation Pipeline Management Go-to-Market Strategy & Execution Cross-Cultural Marketing Leadership
Yanbal Cosmetics
Marketing Director
LUXE
avril 2016 - octobre 2018 (2 ans et 6 mois)
Mexico City, CDMX, Mexico
Yanbal is a market leader in 4 South American Recruited to relaunch the brand in Mexico - 30 years of presence but <0.5% market share.
▸ Defined new brand strategy and aligned commercial offer across 5 categories — a $11M USD portfolio of 183 SKUs.
▸ Delivered +1.2% market share gain and +2 pts SOM by repositioning to a high-quality, premium pricing tier.
▸ Designed and launched the company's first digital affiliate marketing programme integrated with a full 360° campaign. Recognised as best launch programme across the global Yanbal organisation.
▸ Led and developed a team of 16 marketers — awarded first-ever Global CEO Recognition for best marketing team.
Social Commerce and Community-Led Growth Innovation Pipeline Management global brand strategy and repositioning Go-to-Market Strategy & Execution Affiliate-Programme Strategy & Execution
Jafra Cosmetics International
Senior Marketing Manager
avril 2012 - mars 2016 (3 ans et 11 mois)
Mexico City, CDMX, Mexico
Led full marketing transformation with a new consumer-centric vision across product, brand, advertising, digital and PR.
▸ Led category strategy for Fragrances, the company's #1 revenue category, maintaining market leadership throughout tenure.
▸ Created and launched JAFRA-U (Millenia brand) from zero: brand identity, portfolio and full digital ecosystem. Delivered +250% sales in the first 6 months.
▸ Managed integrated communication strategy across off and online advertising, PR campaigns and global/local agency relationships.
▸ Led innovation pipeline of 60+ concepts with a 90% success rate across Mexico and international markets.
▸ Rebuilt and upskilled the marketing team — recognised as best team by the company and Best Place to Work programme.