Ana Laura García Castillo

Responsible for the strategic planning of the brands in charge, portfolio management, flawless launches and deployment with the regional marketing team for successful design and implementation of marketing plan, achieving market share growth, incremental sales and brand health KPIs.

•Responsible for developing the annual marketing plan in coordination with the grouper and align with local, regional and global strategies. •Implementation of diverse strategies, financial analysis, as the basis for the business plan. •Portfolio management, reengineering of this, and administration of women and men fragrances prices for the Mexican market. •Responsible for the development of creative briefs to visual merchandising area for the creation of attractive visual platforms of Fragrances category within the cosmetics brochure and other media. •Development and implementation of activation plan in field to support launches and special events of the Fragrances category. •Development of BTL activations for launches, promotions and special events for Fragrances category directed to the consumers.

•Responsible of creating campaigns and develop strategies for successful launches of women's fragrances for Guatemala market. •Portfolio management and administration of women fragrances prices for Guatemala market. •Creation of promotional materials together with Fragrance Houses and other suppliers to support women fragrances launches in Mexico and Central America market.

•Responsible of creating quantitative analysis in order to report each campaign significant results of the Fragrances category KPI´s. •Management and organization of scented pages in the cosmetics brochure. •Relationship with Fragrance Houses for fragrance oil supply and development of diverse technologies for perfuming cosmetics brochure.

•Responsible of tracking information of one of the most important competitor of AVON in direct sales creating monthly analysis about its most important movements to help each category to built strategies aligned to the constant newness. •Fragrance category support developing meaningful reports of main competitors in direct sales and retail following market trends.

Graduated with Honors