Eugenia MEJIA - Brand Manager - Marketing Manager

• Lead the 360° marketing strategy (ATL, BTL, digital, retail and e-commerce), with full ownership of revenue impact, profitability and customer experience across the funnel. • Plan and execute campaigns maximizing brand awareness, traffic, conversion and customer satisfaction across omnichannel ecosystems and marketplaces. • Integrate AI-driven marketing and customer experience capabilities to enhance decision-making, optimize ROI and deliver personalized consumer experiences. • Drive data-driven decision making through performance and experience KPIs (sell-out, engagement, media ROI, customer incidents, response times and customer feedback) to improve commercial performance and loyalty. • Manage creative, digital, media agencies and technology partners, ensuring strategic alignment, operational efficiency and measurable business outcomes. • Develop brand activations, visual merchandising and physical-digital touchpoints with direct impact on sales and customer experience. • Lead cross-functional collaboration with sales, finance, retail and customer service teams, leveraging consumer insights to drive profitable growth and execution excellence. • Evolve the customer service model toward a customer-centric, insight-driven approach, using data and feedback to inform marketing, product and communication strategies.

• Experience in managing B2B and B2C marketing strategies. • Specialist in developing and executing marketing plans, defining sales and marketing metrics, as well as business intelligence. • Skilled in managing marketing budgets and leading teams effectively. • Strong communication, negotiation, and results-oriented capabilities. • Focused on A/B markets, with solid knowledge of CRM and E-commerce. • Innovative, creative, and strategically driven to promote business growth.

• Responsible for designing and implementing effective 360° traditional and digital marketing strategies that support business goals, identify growth opportunities, and define action plans across various distribution channels, ensuring a strong presence and optimizing investment. • Oversee the creation and execution of effective online and offline advertising campaigns that increase product visibility and demand, collaborating with advertising, public relations, and content agencies. • Collaborate with other departments to ensure effective alignment and achievement of business objectives, easing communication and coordination to achieve synergies that drive overall company success. • Manage the budget (MXP 13M), tracking efficient investment allocation to maximize return on investment. • Supervise and lead a team of marketing professionals, providing leadership, guidance, and support to ensure successful implementation of strategies. • Supported in increasing profitability (+3%) through portfolio restructuring and channel pricing adjustments.

• Development of strategic marketing and promotion plans for different B2B, retail and proximity distribution channels. • I coordinated and supervised digital, media, promotion and supplier agencies to achieve the highest degree of efficiency in communication and sales actions. • Development of marketing strategies and actions in/offline, considering the creation of value for the customer, purchasing behavior and relationship management. • Managed the marketing budget allocating available funds efficiently. • Determine price lists, discounts, conditions, special incentives and promotional campaigns, maintaining optimal levels of profitability. • Development of marketing campaigns that guarantee success from conception to execution.

I plan, manage and execute Marketing / Trade Marketing activities for the category of textile sewing, embroidery and printing machines. I implement marketing strategies in the different channels to increase the sell out while maintaining the profitability of the products. I develop communication and content strategies for the different internal and external digital platforms. Coordinate the development of events, activations at the point of sale and in / off line communication.

• Responsible for the launch and development of strategic marketing and communication plans at the point of sale of the first mobile retail service aimed at final consumers - Soriana Móvil. • Manage the public relations of the project; I negotiated and coordinated the communication activities with Soriana for the execution of the Trade Marketing plan in the different regions and formats attached to the budget. • Generated strategies and managed the application of online and offline technologies for the acquisition and profitable retention of consumers. • Developed a process for the profiling of customers of the user park according to uses and consumption habits of the service for online / offline campaigns. • Coordinated and supervised digital agencies, media and suppliers to achieve the highest degree of efficiency in communication actions.

• Coordinate and supervise resources to increase the value of brands (ZUKO, LUCCHETTI and NUTRESA), generating visibility for their commercialization. • Plan and develop the annual marketing plan. • Manage a MXP 28M budget, supervise 1 Trade Marketing Jr. Coordinator reporting to the National Trade Marketing Manager. • I managed to increase sales 23% thanks to restructuring the horizontal distribution channel. • Designed and implemented a strategy to increase the relevance of the self-service format of the wholesaler, achieving an increase in participation from 28 to 33% in 2 years. • Ensured to maintain a continuous rotation of healthy inventories, own and of the clients, thanks to that I developed differentiated strategies by channel and format. • I obtained the recognition as "Best Service Provider" in 2016. • Created the procedures, as well as a continuous communication program for the sales force and staff areas.

Manage and develop the brands and products (PACHIS, BABATOCHI and LIA) for the different distribution channels (self-service stores, proximity and convenience stores, etc.). • Supervise an Assistant, manage a budget of MXP 6M reporting to the CEO. • I negotiated the cataloging of our premium products in "Superama" achieving an increase in turnover of 7%. • I developed the communication and visibility strategies at the point of sale of the different brands in the different sales channels. • Designed the export project for USA

• Designed and coordinated the implementation of the packaging change for the Saba brand called Make Up • Negotiated outdoor advertising activities and media plan, campaign 2009 and 2010, managing a budget of MXP 17M Saba's regular segment. • Supervised a fellow, reporting to the Brand Manager. • Led the project of draining obsolete inventories, achieving a reduction of 20% for the entrance of the change of image. • I got the recognition of Saba's 2009 campaign, thanks to the fact that it was 25 times more effective in terms of knowledge and recall of the brand with consumer.

• Negotiate and develop non-owned products for sale in self-service, manage and negotiate options for payment methods, coordinate activities for online cash collection, products and services. Reporting to the Area Manager. • I managed to introduce the first insurance program hired and paid online from boxes in self-service stores