Diana Riofrio

Assist in the creation of a brand strategy, brand positioning and communication platform for R.I.S.E. (non profit organization). Define the guidelines to create a visual brand and style guide.

I was responsible for defining and implementing marketing plan for Belcorp's premium beauty brand L'Bel, including monthly campaign theme, portfolio adds/deletes, direct marketing, monthly promotional catalog and annual product guide in English and Spanish, reward program and product tool for beauty consultants, social media and e-commerce; which contributed to 9% average order size increase. I was also in charge of leading the transition of core marketing functions such as planning, forecasting and catalog production from Corporate to Belcorp USA. After the transition, I was responsible for defining a planning strategy and tactics for 250 cosmetic products including pricing and promotion strategy including financial analysis to ensure profitability. In addition, I managed the product forecasting process and collaborated with supply team to ensure efficient inventory management. I provided result analysis on a monthly basis to country manager and senior executives.

Participated in the creation of brand strategy, brand positioning and portfolio strategy for a new corporate brand. Worked with international design and branding agency to create graphic brand identity, name and style guide. Project manager for the new brand launch.

Responsible for developing and implementing a promotion and communication plan to increase credit card member base and improve credit card activation. Worked with advertising agency to develop marketing collaterals for three different sale channels and developed an internal sales force Incentive and Recognition Program

Led cross-functional team and project managed the development of new skin care products for three corporate brands. Responsible of seeking for new product opportunities through competitive analysis, consumer insights and trend research, including a global innovation project. Successfully led the development process from concept creation to market hand-off, including packaging design, formula standard definition, assist with regulatory issues and efficient COG, quality and timeline management during manufacture process and supply to 15 countries.

Lead a cross-functional team and project managed the design of two new products: a body lotion (US$ 2.5MM annual sales, 8% over goal), and a facial cleanser (US$1.2 MM annual sales, 15% over goal). Responsible for performing competitive analysis to pinpoint new market opportunities.

Responsible for label proofreading and creative files approval before manufacture. Supervised new product COG variations throughout development process and potential risks during manufacture and supply stage. Provided post launch analysis.

Performed in-depth competitive analysis and pricing analysis. Provided results analysis on a monthly basis.

Led the creation, development and on-going management of member’s loyalty discount program, including branding proposal, outreach and negotiation with service providers, training, communication, implementation and creation of a CMS support database.