Helena Barber

I lead the overall Marketing and Sales Strategy across all channels (ecommerce, marketplaces, and B2B). I develop new business opportunities, negotiate with partners and clients, and ensure sustained growth. Together with my team, I manage sales strategy, pricing, commercial planning, portfolio management, and channel performance to optimize sales, AOV, conversion, UX, and gross margin, ensuring a healthy gross P&L. I also oversee the full Mexico office, fostering a strong work environment, cross-departmental performance, and continuous growth through leadership and example. I have driven sales growth by redesigning the commercial calendar, refining sales strategies, and promoting an analytical, data-driven approach. By elevating customer experience across all channels—revamping the website and marketplaces and implementing a market-relevant pricing strategy—I increased conversion and maintained healthy AOV and gross margins.

As Head of Marketing for Latin America at Platanomelón, I manage the overall Marketing and Sales Strategy for the different countries in Latin America where we operate. I am also in charge of the different sales channels (ecommerce, phyiscal sales, marketplaces, and B2B). For the continuous growth of the company, I am constantly developing new businesses, exploring various opportunities, negotiating with partners, customers, sellers, etc. With my team we oversee the overall sales strategy, pricing, commercial calendar, portfolio management, ecommerce (web page and marketplaces), ensuring the optimal sales, AOV, conversion, and Gross Margin for the company in all channels. I also oversee the full Mexico office, ensuring a great work environment, excellent results from all departments, and continuous growth and wellbeing, through my leadership and example.

Managing overall country Pricing, Forecasting, Sales Strategy and Range for over 9000 products. Leading Sales Leaders (Area Managers) in their daily tasks, deliverables, and processes. Presenting and analysing the performance (margin, turnover, visitation, trends, etc.) results in board meetings and town halls, on a monthly basis. Responsible for Gross Margin for the whole company in all channels.

Managed different areas inside the company on a country level: Dining, Outdoors, Pets and Christmas. Planned and implemented from scratch the entire Pricing, Forecasting, Sales Strategy and Range, up until the design and opening of ecommerce and first physical store in Mexico. Revised and helped coordinate the country pricing for the other product areas.

Responsible for the implementation and management of product pricing and commercial conditions for regional and national selling channels. Took over pricing management for the top retail chains in the country achieving increased efficiency