Diana Guzman Expertise in Marketing, Retail, Digital and Merchandising

Expertise

MARKETING

Extensive expertise leading product launches, marketing campaigns & the whole marketing mix for top luxury brands. Successful track record developing, & implementing the brand strategy, as well as positioning visual identity, enabling a unique customer experience through all points of contact at the omnichannel level.

Alignment with regions and Global Team the strategy, key priorities and deployment.

Development of business reviews, marketing and market trends, competitors benchmarked, sell-in and sell-out reports. Giving insights, identifying and communicating any growth opportunity.

Dealing with agencies and suppliers in order to develop outstanding campaigns & tools for POS and E-commerce.

Overseeing and define the training of retail, and coorporate teams, as well as a coaching program for my team and top clients.

COMMERCIAL "RETAIL"

Definition and implementation of commercialization strategy: developing & deploying tailored proposals and trade plans in top clients. Managing the relationships with distributors & stakeholders.

Negotiate terms and conditions with retailers.

Result-oriented: an exceptional record of producing results by combining business analytics, setting strategic vision, leading creativity & executing innovative sales & marketing plans.

Savy managing forecast, budgets, price structures, controlling A&P, and P&L, with a focus on driving continuous returns on investment always maximizing profitability.

Planning and purchasing products, portfolio definition. Controlling the stock levels (both salable and POP goods) ensure the achievement of the obsolete products according to the KPI's & Budgets.

Some Campaigns Projects "Marketing & Retail"

MADEMOISELLE

PRESS EVENT

MADEMOISELLE

COMMERCIAL CONVENTION

PUIG- CLARINS TEAM

MADEMOISELLE

PRESS EVENT

PROJECT MANAGEMENT

Manage multiple projects at a time within tight deadlines & strict budgets

Digital Expertise:

Implementation of the Digital Ecosystem strategy for Clarins Group, Dior and ELC Fragrance Brands: through the different digital channels; E-commerce, institutional websites, social media and CRM campaigns.

Leading the Paid, Own, and Organic Media campaigns. As well as the influencers PR and Consumer engagement strategy.

During 2017: overseeing the website development and design of “EZACH” including; content creation, SEO/SEA, Analysing, Google analytics and Ad-words. Implementing Social media through IG & FB.

Participation in the beauty program, content creation of Zolem.

Visual Merchandising & E-merchandising:

Negotiation and Implementation of the new point of sales, restructuring the brand layout at local market & airport stores, achieving better visibility and image in privileged spaces in Travel retail and local market. Maximizing key business drivers and creating memorable luxury experiences (Phygital) in Stores and E-commerce.