Brand & Marketing Team Lead
Jul 2023 – Sep 2025 · Barcelona
Controlled $1.7M+ A&P budget and led end-to-end brand strategy, NPD, and multi-channel marketing for a 3-brand beauty & wellness portfolio (Beauty Sleep, Somia, Ayris) across CIS markets. Oversaw brand DNA, integrated marketing calendars, and marketing P&L impact while leading a 15-member team delivering 300+ campaign integrations monthly.
- 01
Brand & Portfolio Strategy: owned end-to-end brand strategy, A&P budget, and multi-channel marketing for a multi-brand beauty & wellness portfolio across CIS markets, overseeing brand DNA, integrated marketing calendars, and marketing P&L impact.
- 02
NPD & Supply Chain Integration: managed end-to-end NPD and packaging lifecycles — from raw material selection and factory production workflows to S&OP and demand forecasting — syncing inventory with activation timelines.
- 03
Visual Identity & Content Direction: owned visual identity and platform management across the portfolio, leading brandbooks, product photo/video shoots, packaging design, website content, and email campaign creative direction.
- 04
Performance Marketing, Brand Health & Reputation: directed creative and KOL/influencer strategy to scale portfolio revenue and reach through performance channels and bundle strategies; led cause-marketing initiatives, monitored brand health metrics (EMV, CAC, ROI), and partnered with dermatological clinics to substantiate product claims.
- 05
Market Expansion & Team Leadership: led geographical market entry, including local regulatory compliance, while leading a multi-tier marketing team, integrating AI tools into workflows, and driving cross-functional alignment across Sales, Supply, Regulatory, Finance, and C-Suite.
Influencer & Brand Marketing Manager
Dec 2022 – Jul 2023 · US market launch
Managed the critical path for the US market launch — built the influencer and KOL engine on Instagram and YouTube and developed end-to-end go-to-market strategy for the Skincare and Silk product lines under a tight timeline.
- 01
Influencer & KOL Strategy: built and managed strategic influencer/KOL partnerships on Instagram and YouTube for the US market, developing end-to-end GTM strategy for the Skincare and Silk product lines.
- 02
Cross-Functional Launch Management: aligned cross-functional GTM workstreams — creative, performance, supply, and PR — to deliver the US market launch on a tight timeline.
- 03
Campaign Strategy & Consumer Insights: translated consumer insights into integrated 360° campaigns across the Skincare and Silk product lines.
- 04
Performance Analysis & Optimization: analyzed ROI, CPA, and brand health metrics to optimize marketing spend and refine strategic initiatives in real time.
- 05
Affiliate Marketing Management: managed affiliate marketing programs, including Rakuten, LTK, and Post Affiliate Pro.
