Graciela Huerta Escobedo

• Increase regional profitability by ensuring the commercial performance of 70 units, adapting the national strategy to local operational, competitive, and consumer contexts. • Design and implement hyper-segmented marketing plans that drive incremental traffic and boost conversion rates at underperforming or unstable points of sale. • Identify and capitalize on high-potential market opportunities by developing initiatives that strengthen local relevance without compromising global brand guidelines. • Enhance operational competitiveness by coordinating multidisciplinary teams and aligning efforts across marketing, operations, agencies, and vendors. • Improve analytical efficiency by incorporating digital tools to automate data collection, enabling strategic decision-making based on business intelligence. • Optimize the use of the regional marketing budget through strategic resource allocation that maximizes return on investment (ROI) in campaigns and promotions. • Build strong relationships with strategic partners to ensure consistent, agile, and high-impact execution across media, activations, and local communications.

• Develop trade marketing strategies for luxury brands in department stores to drive sell-out, market penetration, and premium engagement. • Elevate the in-store experience and ticket value through strategic visual merchandising. • Lead the launch of MESSIKA in Mexico, managing end-to-end development and positioning in Palacio de Hierro. • Consolidate digital presence via PLP strategies across clients’ e-commerce platforms to boost consistency and conversion. • Design and execute retail spaces (boutiques, pop-ups, shop-in-shops) to enhance visibility and brand experience. • Analyze store profitability and optimize space, fixtures, and resource allocation per brand performance. • Coordinate POP material rollout for launches and campaigns to strengthen brand recall and conversion. • Track KPIs and adjust tactics with commercial teams to maximize real-time results. • Organize exclusive events (SIAR, Emwa Fest, Berger Experience) in line with global brand image. • Manage budgets with focus on ROI, prioritizing high-impact, brand-building initiatives. • Oversee suppliers, agencies, and invoicing to ensure quality, timeliness, and operational goals.

• Implement marketing strategies to increase sell-out of five electronic accessory and device brands by optimizing their positioning in self-service channels and specialty stores, with a focus on seasonal consumption. • Manage digital advertising campaigns and coordinate social media content creation (Facebook, Instagram, Twitter) to boost brand visibility and engagement. • Develop strategic briefs for packaging design, aligning communication and branding from production in China to in-store display. • Conduct benchmarking analyses and coordinate KPI performance evaluations to identify market opportunities and grow share in key categories. • Redesign the branding of the flagship brand DupliMax, enhancing its competitive positioning and consumer perception. • Create new brands in response to market insights within the fast fashion category, strengthening the company’s portfolio against competitors. • Lead product photoshoots for packaging and marketplaces, ensuring visual consistency and alignment with brand standards. • Coordinate brand participation in trade shows and commercial events to maximize exposure and strategic networking. • Train field marketing teams on product launches and in-store strategies to ensure effective execution aligned with product positioning. • Manage and update the corporate showroom as a key display space for clients, distributors, and business partners. • Oversee the marketing budget, ensuring efficient investment aligned with commercial results.

• Generate shopper and convenience channel insights to design strategies that increase traffic, conversion, and average ticket value. • Develop and position a new store format tailored to the Mexican market, enhancing the shopping experience in the convenience segment. • Execute the monthly promotional plan across 134 stores, coordinating strategic campaigns in collaboration with business partners, and managing the design, production, and implementation of high-impact POP and POS materials to maximize visibility and conversion at the point of sale. • Implement visual merchandising manuals by store type, standardizing visual execution and optimizing operational time. • Coordinate store openings and remodels, ensuring brand image consistency from day one of operations. • Create sub-brands for new market segments and negotiate strategic partnerships for cross-selling initiatives. • Design digital marketing strategies and manage social media content to strengthen consumer engagement. • Implement Category Management strategies for the first time, improving profitability, product display, and turnover across all product categories. • Develop the marketing team by optimizing processes and promoting operational autonomy. • Manage the annual budget with a focus on efficiency, profitability, and strategic execution.