👩🏻💻 Professional Summary
Dynamic Communications professional with 15+ years of experience, leading strategic marketing initiatives, and innovative design processes.
Proven in conducting market trend analysis and identifying relevant messaging for stakeholder engagement and branding.
Detail-oriented, reliable, attentive, and decisive professional. Works independently as well as integrated into a team, with no supervision or in collaborative settings.
Strategy development Team Leadership Supervising Staff
Engaging stakeholders Strategic planning Building media relations
Social media platforms Problem -solving skills
🗣️ WORK HISTORY
01 /2021 to current. INFOCORROSION
1. Communications Director
Structured and led the communication and design team processes to develop the brand's current graphic line.
Identified opportunities for improvement in brand communication in order to differentiate and highlight the positioning and leadership of the 2 main business areas: Communication Platform and Training Center.
Implemented sessions with consumers in order to identify category insights.
Established professional relationships with suppliers to carry out web development, social media advertising, and content creation based on the brand's communication guidelines.
Defined the brand properties to be used in the communication on the different platforms.
Designed the necessary material to support the sale of the solutions for both the communication platform and the training center.
Led the internal communication team in the knowledge of the category and how to communicate the solutions developed for the different audiences.
04/2019 to 04/2020. STARBRANDS GROUP
2. Innovation Leader
Managed and led the new product design team.
Carried out the conceptualization, art direction, and design proposal stages for the haircare and makeup categories.
Implemented methodologies and processes such as Design Thinking from strategy to design.
Developed the stages of analysis, diagnosis, and recommendation for the conceptualization and design of the new haircare product line.
Reinforced the positioning of haircare brands, adding value to the different touch points with the consumer, from the concept, and packaging design to communication in social networks.
11/2008 to 11/2017. BELCORP
Created the graphic research strategy adapting it to the branding and development of new products for each brand in the category.
Mapped and identified aesthetic and communication codes following analysis of competition, consumers, trends, and brand portfolio.
Designed new products (primary and secondary packaging) for the makeup category brands L'Bel, Esika and Cyzone.
Presented to Brand Directors, proposals for new products, line extensions, rebranding as a result of the analysis, diagnosis, and recommendations.
Designed the new shade collections adapting them to the different seasons, analyzing trend forecasts to identify improvement and business opportunities in the portfolios.
Supervised the development, testing, and use of the products created.
Reached a direct relationship with the cross-functional team: engineers, chemists, industrial designers, and innovation leaders.
Developed research processes, validating the importance of design in the innovation process, which generated an increase in sales volume from the development of new product launches.
Assumed the role of beauty experience facilitator, dictating beauty experience workshops for the company's purchasing decision teams (Finance, Logistics and Operations) in LATAM.
06/2002 to 11/2008. CIRCUS & LEO BURNETT
4. Senior Advertising Art Director
Performed strategic functions as Senior Art Director for different BTL and ATL accounts.
Created design concepts, aesthetic proposals, and campaign presentations for various clients and businesses.
Led several teams of graphic designers to develop projects for advertising campaigns and promotional pieces.
Worked with the different internal and external teams of the agency: clients, production, accounts, and parallel art direction, among others.
Achieved the positioning of brands in charge, adding value to the communication in the different traditional advertising channels (press, street, television).
Developed various elements of consumer-focused design to achieve differentiation in communication versus competition through the design of BTL and ATL pieces.
Created international award-winning outdoor campaigns.
2019 - 2020
Master’s Degree (Advertising Design and Brand Communication)
Universidad Internacional de Valencia - Spain
1992 - 1994
Certificate – Graphic Design
Toulouse Lautrec Escuela Superior De Diseño - Peru
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