Marcela Melero

Drove growth of multi-billion growth at international business with global P&L responsibility. Develop vision and ambition for growth accelerator for organization. Deliver purpose-driven communication campaigns across multiple channels. Craft and execute result-driven marketing strategies and campaigns. Manage budgets and resource allocation. Conduct global marketing operations with teams based in US, Netherlands, India, Japan, China, and Singapore. Employ strategic adaptability to drive revenue growth with customer-centric focus. Led significant sustainability transformation by implementing 100% PCR bottles in Europe and NA. Supervise senior managers on product team. Oversee marketing targeting for consumers and customers, encompassing brand strategy, positioning, technology platforms, claims roadmaps, multi-year growth strategies, innovations, and integrated communication campaigns. Initiate transformative changes in marketing landscape. Led development of premium tier for brand. Develop communication campaigns, including digital, precision, and social first. Drove double-digit growth in China within five years, driven by premium innovations in e-commerce and social first model. Dual role as Skin Cleansing Category Lead role since 07/22. -Consistently achieved YoY revenue and competitive growth in largest business division for past five years. -Established long-term technology roadmaps to drive growth in Bar and Body Wash segments, positioning them as core drivers for brand's success. -Pioneered integration of purpose and product in skin cleansing that sustained brand equity growth. Executed a precision-scaled approach by leveraging variants and launching inaugural social-first campaign for experiential range in US. -Developed forward-looking strategies for Skin Cleansing, expanding category's reach and becoming industry leader in new emerging market spaces. -Led business relaunch in US changing pack for first time in 17 years, accelerating core growth in 2023.

Led and directed marketing initiatives, steering growth, and executing comprehensive marketing programs. Orchestrated brand's transformation, overseeing resurgence to a double-digit growth trajectory, with particular focus on key markets such as US, India, South Africa, Thailand, Indonesia, and China. Managed new product launches, promotions, channel expansion, competitive analysis, and vendor relationships. Formulated and executed strategies resulting in increased market share and substantial revenue growth. Spearheaded long-term planning for product portfolios, designing innovative marketing plans, and delivering compelling presentations. Demonstrated in-depth understanding of competitive landscape, e-commerce dynamics, and consumer behavior. Oversaw marketing reports, engaged with executive team, and efficiently managed budgets. -Implemented Financial Growth Model to elevate brand, setting financial ambition to join € 1B Euro brand club. -Crafted and implemented new brand positioning and BCI, seamlessly merging purpose and functional propositions. Sustained brand's purpose-driven momentum and maintained fruitful partnership with Direct Relief. -Devised comprehensive innovation strategy, including development of long-term technology roadmaps with focus on product innovation. -Introduced new formulas and 3D product lines to enhance brand's offerings. -Spearheaded creation of premium clinical range and pioneered rapid lip innovation model (3PM) in Korea. -Initiated launch of core product and petroleum jelly in Southeast Asian market. Developed growth strategy for Vaseline in China, growing 3x in just three years.

Led growth acceleration of brand, developing new ambition, vision, brand positioning, communication ideas, and growth strategy. Strategically repositioning of brand. Deep understanding of the situation regarding masculinity across key markets, finding powerful insight for brand. Doubled size of brand to a multi million business in five years post-launch. -Revamped brand positioning with new BCI, "Care makes the Man stronger," and successfully pitched business to Ogilvy. Developed engaging communication strategies, particularly for men, and established DM+C digital ecosystem, consumer journeys, and website. -Enhanced product mixes with development of Skin Cleansing relaunch, a new Skin Cleansing architecture, a Face Care line, and premium Shave Expert Range. -Introduced first UGC campaign for Dove, titled "First Fatherhood Moments," amassing over 17 million views on YouTube, marking a significant achievement for male communication in 2015. -Expanded into untapped markets, launching brand in China and developing product mixes for Skin Cleansing and Face Care.