Diana Guzmán
EXPERIENCE
03-2018 - Present
EMEA Category Manager
Geneva- Zurich , Switzerland
DUFRY TRAVEL RETAIL
- Single point of contact for the Beauty Global Category for Dufry operations travel retail (Make up & Colors, Skincare, Fragrances, Hair Care and Derma center)
- Define & Ensure implementation for commercial plans for Markets under scope, in line with the global category strategy and Brand Plans, giving insights to improve performance as well as country operations requirements.
- Propose and negotiate store layouts for countries under scope.
- Lead regional negotiations with vendors.
- Sales & margin follow up, correcting actions within their respective geographies. Identify, track and resolve issues with supply chain (logistics)
- Ensure consistency of promo plans by country and share and get feedback from operations.
2013/2016
Group Marketing Manager
Clarins Group
Rio de Janeiro, Brazil
PUIG PRESTIGE BEAUTY
- Strategic direction for Clarins Group: Clarins Cosmetics, Thierry Mugler, Azzaro, and Swarovski. Reporting directly to the Brazil General Manager & work closely with the area manager of Miami, New York, and France.
- Direction of line of management of a team of 7 people among; Brand managers, regional digital manager LATAM, Trainer team,
- From 2012 to 2016, the group had a growth of 104% in Net sales and improved the Gross Margin in 4%.
2010/2012
Product Manager
Fragrace, Skincare & Make up
São Paulo, Brazil
LVMH- CHRISTIAN DIOR
- Updates of the strategies & direction of the categories, keeping the relationships among Brazilian marketing team, Miami & France.
- Direct management of a team of 15 people; Product and Social Media Analyst, Makeup & Skincare Experts.
- Increased of the makeup category in +18% in wholesales. Miss Dior Cherie launch increased +56% in wholesales
LA RIVIERA- CHRISTIAN DIOR
- Planning and implementing of commercial and marketing strategies for local market and Travel Retail including planning, distribution, relationships with clients, such as La Riviera (60), Fedco (23), Falabella (12).
- Achievement of the first position within brands top 100 ranking in the luxury Colombian market in 2010. Thanks to the fast results and performance, I was hired directly by LVMH Group at Dior Brazil.
01-2010/11-2010
Brand Manager
Bogotá, Colombia
2008-2009
Market Research Executive
Barcelona, Spain
MILLWARD BROWN
- Analyzing quantitative and qualitative results of the researchers and the consumer behavior in Spain & Portugal markets, for brands such as Adolfo Dominguez, Nestlé Maggi, Nespresso, Trident, Heineken, Puig Group, Inditex Group. Evaluating the performance of advertising campaigns, product launches, packaging, brand image, market position & product testing.
2006/09-2008
Brand Manager
Bogotá, Colombia
PAN PA YA LTDA
- Sales & Marketing experience in FMCG, designing of advertising & promotional strategies for all business lines B2B & B2C. Directing line of management of a team of 9 people among; sales team and marketing analyst.
- Development of new products with the R&D department, according to the needs of internal and external customers.
- Implementation of a new business project in the retail channel: smalls bakery stores at the supermarkets. Managing suppliers like; Coca-Cola, Nestlé, SABMiller etc., development strategies in order to increase sales.
2005-2006
Key Account Manager
London, England
PAN PA YA EXPORTATIONS
- Supporting the company in order to open the English market, creation of a new clients portfolio, contacting companies such as Greegs, Subway and Latin American markets. Leadership of the market research of the Latin American consumers in England.
- Work with the partnership of Proexport Colombia in UK. Establishment of the agenda for international visitors and conduct of the execution of import samples sent from Colombia to England.
2003-2005
Marketing Coordinador
Bogotá, Colombia
PAN PA YA LTDA
- Product strategies for FMCG ( fast food category), supporting the sales and 3 years marketing plans.
- Development of the line in two market categories; Warehouse and Institutional branches. Increased of food Category +20%, gaining 15 points of market share inside the company.
DOWNLOAD MY CV & RECAP
03-2018 - Present
EMEA Category Manager
Geneva- Zurich , Switzerland
DUFRY TRAVEL RETAIL
- Single point of contact for the Beauty Global Category for Dufry operations travel retail (Make up & Colors, Skincare, Fragrances, Hair Care and Derma center)
- Define & Ensure implementation for commercial plans for Markets under scope, in line with the global category strategy and Brand Plans, giving insights to improve performance as well as country operations requirements.
- Propose and negotiate store layouts for countries under scope.
- Lead regional negotiations with vendors.
- Sales & margin follow up, correcting actions within their respective geographies. Identify, track and resolve issues with supply chain (logistics)
- Ensure consistency of promo plans by country and share and get feedback from operations.
2013/2016
Group Marketing Manager
Clarins Group
Rio de Janeiro, Brazil
PUIG PRESTIGE BEAUTY
- Strategic direction for Clarins Group: Clarins Cosmetics, Thierry Mugler, Azzaro, and Swarovski. Reporting directly to the Brazil General Manager & work closely with the area manager of Miami, New York, and France.
- Direction of line of management of a team of 7 people among; Brand managers, regional digital manager LATAM, Trainer team,
- From 2012 to 2016, the group had a growth of 104% in Net sales and improved the Gross Margin in 4%.
2010/2012
Product Manager
Fragrace, Skincare & Make up
São Paulo, Brazil
LVMH- CHRISTIAN DIOR
- Updates of the strategies & direction of the categories, keeping the relationships among Brazilian marketing team, Miami & France.
- Direct management of a team of 15 people; Product and Social Media Analyst, Makeup & Skincare Experts.
- Increased of the makeup category in +18% in wholesales. Miss Dior Cherie launch increased +56% in wholesales
LA RIVIERA- CHRISTIAN DIOR
- Planning and implementing of commercial and marketing strategies for local market and Travel Retail including planning, distribution, relationships with clients, such as La Riviera (60), Fedco (23), Falabella (12).
- Achievement of the first position within brands top 100 ranking in the luxury Colombian market in 2010. Thanks to the fast results and performance, I was hired directly by LVMH Group at Dior Brazil.
01-2010/11-2010
Brand Manager
Bogotá, Colombia
2008-2009
Market Research Executive
Barcelona, Spain
MILLWARD BROWN
- Analyzing quantitative and qualitative results of the researchers and the consumer behavior in Spain & Portugal markets, for brands such as Adolfo Dominguez, Nestlé Maggi, Nespresso, Trident, Heineken, Puig Group, Inditex Group. Evaluating the performance of advertising campaigns, product launches, packaging, brand image, market position & product testing.
2006/09-2008
Brand Manager
Bogotá, Colombia
PAN PA YA LTDA
- Sales & Marketing experience in FMCG, designing of advertising & promotional strategies for all business lines B2B & B2C. Directing line of management of a team of 9 people among; sales team and marketing analyst.
- Development of new products with the R&D department, according to the needs of internal and external customers.
- Implementation of a new business project in the retail channel: smalls bakery stores at the supermarkets. Managing suppliers like; Coca-Cola, Nestlé, SABMiller etc., development strategies in order to increase sales.
2005-2006
Key Account Manager
London, England
PAN PA YA EXPORTATIONS
- Supporting the company in order to open the English market, creation of a new clients portfolio, contacting companies such as Greegs, Subway and Latin American markets. Leadership of the market research of the Latin American consumers in England.
- Work with the partnership of Proexport Colombia in UK. Establishment of the agenda for international visitors and conduct of the execution of import samples sent from Colombia to England.
2003-2005
Marketing Coordinador
Bogotá, Colombia
PAN PA YA LTDA
- Product strategies for FMCG ( fast food category), supporting the sales and 3 years marketing plans.
- Development of the line in two market categories; Warehouse and Institutional branches. Increased of food Category +20%, gaining 15 points of market share inside the company.
12-2019 - Present
Marketing Director Iberia
Madrid- Spain
ESTEE LAUDER COMPANIES
-Translate consumer insights into marketing and selling opportunities through the creation of excellent customer experiences, achieving the targets of the ELC fragrances Cluster Working aligned with Paris and New York HQ.
- Build the 3 years strategy and go to market, aligned with brand DNA. Leading the product, consumer engagement, Digital, Media, PR, trade, education, commercial, and SC departments for the IBERIA market.
- Leading the online revolution of Iberia further accelerate the reshaping of the targeted consumer reach, prioritizing high-growth, consumer-preferred channels. Including Media, Campaigns seek the best media mix according to consumer journey
- Budget and P&L’s by brand, focus on final NOP, ensure the improvement and achievement of all KIP’s of the fragrance cluster
03- 10 2018
EMEA Category Manager
Geneva- Zurich , Switzerland
2013/2016
Group Marketing Manager
Clarins Group
Rio de Janeiro, Brazil
2010/2012
Product Manager
Fragrance, Skincare & Makeup
São Paulo, Brazil
DUFRY TRAVEL RETAIL
- Single point of contact for the Beauty Global Category for Dufry operations travel retail (Makeup & Colors, Skincare, Fragrances, Hair Care and Derma center)
- Define & Ensure implementation of commercial plans for Markets under the scope, in line with the global category strategy and Brand Plans, giving insights to improve performance as well as country operations requirements.
- Propose and negotiate store layouts for countries under the scope.
- Lead regional negotiations with vendors.
- Sales & margin follow up, correcting actions within their respective geographies. Identify, track and resolve issues with supply chain (logistics)
- Ensure consistency of promo plans by country and share and get feedback from operations.
PUIG PRESTIGE BEAUTY
- Strategic direction for Clarins Group: Clarins Cosmetics, Thierry Mugler, Azzaro, and Swarovski. Reporting directly to the Brazil General Manager & work closely with the area manager of Miami, New York, and France.
- Direction of line of management of a team of 7 people among; Brand managers, regional digital manager LATAM, Trainer team,
- From 2012 to 2016, the group had a growth of 104% in Net sales and improved the Gross Margin in 4%.
LVMH- CHRISTIAN DIOR
- Updates of the strategies & direction of the categories, keeping the relationships among Brazilian marketing team, Miami & France.
- Direct management of a team of 15 people; Product and Social Media Analyst, Makeup & Skincare Experts.
- Increased of the makeup category in +18% in wholesales. Miss Dior Cherie launch increased +56% in wholesales
01-2010/11-2010
Brand Manager
Bogotá, Colombia
LA RIVIERA- CHRISTIAN DIOR
- Planning and implementing of commercial and marketing strategies for local market and Travel Retail including planning, distribution, relationships with clients, such as La Riviera (60), Fedco (23), Falabella (12).
- Achievement of the first position within brands top 100 ranking in the luxury Colombian market in 2010. Thanks to the fast results and performance, I was hired directly by LVMH Group at Dior Brazil.
2008-2009
Market Research Executive
Barcelona, Spain
MILLWARD BROWN
- Analyzing quantitative and qualitative results of the researchers and the consumer behavior in Spain & Portugal markets, for brands such as Adolfo Dominguez, Nestlé Maggi, Nespresso, Trident, Heineken, Puig Group, Inditex Group. Evaluating the performance of advertising campaigns, product launches, packaging, brand image, market position & product testing.
2006/09-2008
Brand Manager
Bogotá, Colombia
PAN PA YA LTDA
- Sales & Marketing experience in FMCG, designing of advertising & promotional strategies for all business lines B2B & B2C. Directing line of management of a team of 9 people among; sales team and marketing analyst.
- Development of new products with the R&D department, according to the needs of internal and external customers.
- Implementation of a new business project in the retail channel: smalls bakery stores at the supermarkets. Managing suppliers like; Coca-Cola, Nestlé, SABMiller etc., development strategies in order to increase sales.
2005-2006
Key Account Manager
London, England
PAN PA YA EXPORTATIONS
- Supporting the company in order to open the English market, creation of a new clients portfolio, contacting companies such as Greegs, Subway and Latin American markets. Leadership of the market research of the Latin American consumers in England.
- Work with the partnership of Proexport Colombia in UK. Establishment of the agenda for international visitors and conduct of the execution of import samples sent from Colombia to England.
2003-2005
Marketing Coordinador
Bogotá, Colombia
PAN PA YA LTDA
- Product strategies for FMCG ( fast food category), supporting the sales and 3 years marketing plans.
- Development of the line in two market categories; Warehouse and Institutional branches. Increased of food Category +20%, gaining 15 points of market share inside the company.
ENGLISH CV
FRENCH CV
