Product Development & Innovation | CPG/FMCG
RESUME
👩🏻💻 Professional Summary
Product development and innovation professional with 15+ years in CPG/FMCG consumer products, covering consumer insight, concept development, supplier specifications, and production sign-off.
US$65.8M in net demand sales from annual makeup portfolios planned and developed for 12 international markets at Belcorp, one of Latin America’s largest direct-sales beauty companies. Headed concept development for 4 hair-care brands sold in 60+ countries at Starbrands Group.
Art direction roots, Canadian experience. Six years as Senior Art Director at Leo Burnett before moving into product development. In Canada: packaging manufacturing (GMP, SOP, traceability), regulated financial operations, and mentoring founders at North Forge and Futurpreneur.
✌️ SKILLS
Concept Development Trend-to-Product Translation
Consumer Insights Mintel & WGSN Analysis
Portfolio Strategy Category Codes Benchmarking
Primary & Secondary Packaging Supplier Management
Production Specifications Design Thinking
Cross-functional Coordination Art Direction
🗣️ WORK HISTORY
01/2018 to 08/2023. INDEPENDENT PRACTICE · LIMA, PERU
1. Founder & Strategy Director
Repackaged Frenosa’s brake-and-clutch portfolio into a modular packaging system (via Probrands), using color and hierarchy so each product family is easy to tell apart; the system was rolled out to points of sale.
Pitched with Agency 121 Perú for 3 accounts (Mary Kay, Almacenes París, L’Bel), leading consumer research, concepts, and art direction; the agency won 2 of 3.
Co-launched Branding 101 and Emprende 101, live online programs that trained 100+ Peruvian entrepreneurs to define clearer products, value propositions, and content strategies.
Marketed Infocorrosión’s professional training programs: brand and content strategy for a digital platform serving the corrosion industry in Latin America.
04/2019 to 04/2020. STARBRANDS GROUP
2. Design Lead (Innovation & Product Development)
Hair-care manufacturer exporting to 60+ countries: Kativa, BMT, Duo Color, and Stereo Color.
Coached 4 designers to translate market research, benchmarking, and global trends into product, packaging, and communication concepts for 4 hair-care brands, extending the company’s concept work into skincare and makeup for the first time.
Mapped the 4-brand portfolio by target audience, positioning, and category codes, spotting gaps and overlaps; the team adopted it as the basis for deciding what to develop.
Introduced Design Thinking as the team’s working method, from strategy through packaging and communication design.
11/2008 to 11/2017. BELCORP
One of Latin America’s largest direct-sales beauty companies: L’Bel (prestige), Ésika (professional mass), and Cyzone (youth).
Translated each brief into annual makeup portfolios (~54 products, ~500 product-shade combinations) for 12 markets; the portfolios generated ~18.9M units and US$65.8M in net demand sales during the documented periods.
Relaunched 4 complete makeup lines (2 L’Bel, 1 Ésika, 1 Cyzone) after full redesigns; the lines reported sales and user growth and stronger new-consumer acquisition against competitors.
Pitched seasonal collections to brand directors 12–18 months ahead of launch, built from independent consumer sessions and Mintel/WGSN trends, with 3 options per line that became the approved collections.
Signed off as final approver on samples, shades, finishes, packaging, and production specifications with suppliers in Peru, Colombia, Mexico, and China, so final products matched approved prototypes.
Ran beauty-experience workshops for the Finance, Logistics, and Operations purchasing teams across Latin America.
06/2002 to 11/2008. CIRCUS & LEO BURNETT
4. Senior Advertising Art Director
Senior Art Director for ATL and BTL accounts, building design concepts, aesthetic proposals, and campaign presentations for clients across categories.
Directed teams of graphic designers on advertising campaigns and promotional pieces, working alongside clients, production, and account teams.
Shaped consumer-focused design that set brands apart from competitors across press, outdoor, and television.
Created international award-winning outdoor campaigns.
📖 EDUCATION
2019 - 2020
Master’s Degree (Advertising Design and Brand Communication)
Joint degree: Universidad Internacional de Valencia (VIU) & ESdesign Barcelona - Spain
1992 - 1994
Diploma in Graphic Design
Toulouse Lautrec Escuela Superior De Diseño - Peru
⭐ IN CANADA
Product Development & Innovation Mentor (Volunteer) | North Forge & Futurpreneur | May 2026 – Present
Coach early-stage founders on product development, brand strategy, and consumer decisions, helping them test ideas, sharpen value propositions, and move from concept to launch.
Social Media Volunteer | TEDxWinnipeg | Sep 2026 – Present
Support the TEDxWinnipeg social media team with brand strategy and visual communication.
Product Strategy & Consumer Insights Advisor (Volunteer) | MyPetGo | Jul 2024 – Feb 2025
Scoped Latin American market entry for an AI pet-health monitor across 6 countries, identifying 5 reasons to buy and 6 market obstacles, and recommended premium positioning; benchmarked competitors and tested the app as a consumer.
Operations & Documentation Support | IG Wealth Management | Winnipeg | Jan 2025 – Sep 2026
Processed 25–60 group cheques or 15+ client and registered-account documents daily across 4 functions, meeting fixed deadlines in a regulated environment.
Quality & Production Coordination Support | Graphic Packaging International | Winnipeg | Apr 2024 – Jul 2024
Controlled production documentation for traceability, SOP, and GMP compliance in a high-volume packaging plant, verifying orders between quality and production teams.
Certifications
Strategic Planning – IESA Venezuela – 2021
Branding and New Product Development – Centrum Peru – 2018
Ontological Coaching Diploma – Centrum Peru – 2012
Assertive Communication Diploma – Centrum Peru – 2012