Regional Brand Manager

• In charge of leading the strategy of our Prestige Brands of our portfolio: Essencial and UNA, coordinating with our 5 marketing in Latin America (Argentina, Chile, Colombia, Peru and Mexico) so that Natura can ensure the right implementation of the 360º strategy.
• Coordination with Global HQ in order to adapt the global strategy to the Latin American markets, taking into consideration the different needs that each market might have.
• In charge of coordinating directly with the Chilean Marketing Team the Fragrances strategy as a whole (cross brands).
• Responsible of creating the strategy and coordinating the creation the material required for strategic plans: Prestige and Omnichannel.
• Analyze and present the results of key new releases of my brands considering KPIs like penetration, channel activity, productivity, profitability and turnover.

• Leader of a team of 3 people.
• Constant coordination and communication with Regional HQ regarding new projects and brand and category strategies.
• In charge of the 360º strategy at a local level for the Fragrances and Gifts categories (2020-May 2022) and Personal Care(2018-2020), that are fundamental in building the Brand Power of Natura in Chile. Those categories represent 50-40% of the turnover of the company.
• Co-leader of the planning and implementation of the commercial strategy for each category not only for our Sales Force, but also for our End Consumer taking an omnichannel vision into consideration always.
• In charge of the Sampling Strategy of the company (cross category), ensuring the right use of its budget(2.5 million euros) and taking into consideration the right strategy for the DTD,Online and Retail channels.
• Follow up of KPIs(turnover, profitability, penetration and productivity for example) after each release or important promotion.
• Leader of the Price Positioning process for our portfolio of +600 skus in all categories, taking into account the macroeconomic scenario of Chile, costs and profitability and the brand positioning of each sku.
• Constant communication with our Sales Force, being invited to participate in different events and presentations both online and in person(Streaming and National Convention events) talking about the strategy and new releases.