Mario Cadafalch Garcia

Puig is a global premium beauty company, defined by its commitment to creativity, innovation and brand building. In 2025, it once again outperformed the market, generating more than EUR 5 billion in revenue. · Built and directed Puig's fragrance innovation and digital product division from the ground up — creating a full ecosystem of consumer, retail, and data products designed to advance fragrance discovery, education, personalization, sales and retail experience across international markets. • Lead global innovation and digital technology programmes across the USA, Europe, China, the Middle East and Australia, aligning product roadmaps with business priorities, technical feasibility and delivery capacity. • Built the data architecture and recommendation logic behind WikiParfum, structuring fragrance discovery around ingredients, olfactive families and proximity criteria in close collaboration with internal perfumery teams. • Scaled WikiParfum into a multilingual platform with 31K+ perfumes, 1,500+ ingredients, 1,400+ brands and content in 9 languages. • Expanded adoption of WikiParfum-powered solutions across 12+ leading retailers in 50 countries, including Sephora, Douglas, Nordstrom, Boots, Macy’s, Ulta, Mecca, Dufry, Tmall and Notino. • Contributed to 10.5M unique visitors between 2022 and 2025, supported deployment through 328 sensors and 35+ languages, and enabled 60M+ personalized fragrance recommendations across digital and physical touchpoints. • Led integration projects for Puig brands including Carolina Herrera, Rabanne and Penhaligon’s, while also developing client-facing portals and scent-led experiences for retailers and cultural institutions. • Lead a team of 3 direct reports and coordinate up to 19 indirect contributors across product, development, QA, analytics, CRM, operations and brand functions.

Puig is an international fashion, beauty and fragrance group. In this role, I managed a major fragrance brand with responsibility across brand strategy, product development, advertising, portfolio and commercial performance. • Managed a major Puig fragrance brand ranked 4th in company turnover at the time, with accountability for approximately EUR 100M net revenue and 22% growth across 3 product universes and 20 product lines. • Defined global brand strategy, innovation priorities and annual operating plans aligned with category and commercial objectives. • Led portfolio strategy across launches, repush plans, lifecycle optimization, pricing recommendations, discontinuations, budget management, forecasting and P&L tracking. • Drove end-to-end product development and omnichannel go-to-market execution across marketing, digital, retail, media, legal, operations, PR, education and commercial teams. • Developed product concepts, positioning, storytelling and communication hierarchies to strengthen launches, support hero products and reinforce long-term brand differentiation. • Contributed to the launch of Banderas King of Seduction Absolute, recognized as Best Selling Product by Academia del Perfume in 2016.

• Led product development and international marketing coordination across fragrance portfolio initiatives. • Identified category opportunities for launches, portfolio expansion and business growth through market, competitor and trend analysis. • Developed brand and marketing strategies for a new pillar launch and brand refresh, coordinating agencies across product and communication development. • Managed product development, cost of goods, inventory-related decisions and early digital initiatives within the brand team.

ScentXP was created as Puig’s olfactive technology spin-off to operate with greater autonomy, speed and a more entrepreneurial, market-facing mindset. During this phase, I continued leading the innovation and digital technology scope I had developed within Puig, but in a much leaner and more hands-on environment. Alongside product and innovation work, I contributed directly to shaping the proposition, ideating solutions, and developing the tools, narratives and client-facing materials needed to take the offer beyond Puig’s usual channels. It was a more agile and resource-constrained context, closer to startup dynamics than to a traditional corporate function, with a clear focus on making the solutions scalable, credible and relevant for retailers, partners and external clients.

McCann is one of the world’s leading advertising networks (Interpublic). This role gave me a strong foundation in brand building, integrated communication, client leadership and creative execution for major international and local brands. • Won new business through strategic and creative pitches for Barclays Premier International, Martini Rosato, CaixaBank, BASF and Telefónica Flagship Store. • Led integrated campaigns for brands including Barclays Premier International, Bacardi-Martini, CaixaBank, Nescafé, Magnum and Durex. • Managed a 5-person creative team, leading projects from insight and strategy through concept development, presentation, production supervision and 360 execution. • Oversaw end-to-end creative delivery while coordinating agencies, freelancers, photographers, designers and production partners.

• Led creativity, art direction and production across clients including Nescafé, Red Cross, MSF, Puig, Unilever, La Caixa and Reckitt Benckiser. • Developed creative concepts and visual systems across campaigns, brand materials and communication assets.

• Delivered design and production work supporting advertising creative teams, with responsibility for graphic design, visual development and print production quality control.

Part-time senior management program focused on strategy, leadership, finance, marketing, operations, business transformation, international vision, and a supervised business project. Long-duration, in-person executive education program.

Tech business vision of the company to deep into the impact of digitization in all areas llof a company: business, talent, technology, innovation, ecosystems, marketing, etc.

Strengthened strategic thinking capabilities to analyze complex business challenges, navigate uncertainty, prioritize action, and drive business transformation in dynamic environments.