Description

I am a global marketing executive with 20+ years building and scaling consumer brands across FMCG, beauty, fashion and food - from Latin America to global headquarters in Stockholm, Sweden.

I offer fractional Marketing Director, interim marketing leadership and project-based consulting for companies that need senior marketing expertise without a full-time hire. My work sits at the intersection of global brand strategy and local market activation, the gap where most brands lose their growth.

What I deliver in a consulting engagement:

Brand positioning and repositioning
Go-to-market strategy and execution
Innovation pipeline development
Social commerce and community architecture
Digital and performance marketing strategy
Geo-localisation frameworks for multi-market campaigns
Agency briefing, selection and management
Marketing team development and leadership

Recent results that are directly relevant to consulting work:

Built a Gen Z brand from zero to +120% penetration - #1 in 5 major markets in 18 months (Oriflame)

Repositioned a heritage brand to +1.2% market share - best launch programme across 10 countries (Yanbal)
Delivered +9% sales growth and +17% community engagement through global brand repositioning (Oriflame)
+300% revenue growth in Year 1 from full brand and portfolio relaunch (ConAgra / Del Monte Mexico)
Built a company's first digitally-native youth brand from scratch: +250% sales in first 6 months (Jafra)

Industries: Beauty & Cosmetics · FMCG · Food & Beverages · Fashion & Jewellery · Direct Sales · Social Commerce · E-Commerce

Markets: Sweden / Nordic · Europe (remote) · Latin America · Global multi-market (60+ markets experience)

Languages: Spanish (native) · English (fluent) · Swedish (developing)

Availability: Immediate · Stockholm-based · Remote EU · Open to travel

Languages

Spanish
Native or bilingual
English
Fluent
Swedish
Basic

Workplace preferences

Can work on-site

Stockholm (up to 50km)

Oriflame Cosmetics
Global Senior Head of Brands
FASHION AND COSMETICS
November 2018 - March 2026 (7 years and 4 months)
Stockholm, Sweden
Oriflame is a company Led the full strategic and commercial agenda for the makeup division — two brands (Giordani Gold, The One) plus the launch of a new youth brand, across all global markets.
▸ Repositioned Giordani Gold and The One for modern audiences: new brand guidelines, story-telling frameworks and geo localised asset toolkits adopted across 60+ markets — driving +17% community engagement, +9% sales, +2 revenue points.
▸ Conceived and launched OnColour, Oriflame's first brand purpose-built for Gen Z. Achieved +120% brand penetration in target demographic; ranked #1 in India, Indonesia, Turkey, Poland and Mexico within 18 months.
▸ Managed a 200+ concept innovation pipeline with an 88% commercial success rate across hero launches, seasonal ranges and rolling innovation.
global brand strategy and repositioning Social Commerce and Community-Led Growth Innovation Pipeline Management Go-to-Market Strategy & Execution Cross-Cultural Marketing Leadership
Yanbal Cosmetics
Marketing Director
LUXURY GOODS
April 2016 - October 2018 (2 years and 6 months)
Mexico City, CDMX, Mexico
Yanbal is a market leader in 4 South American Recruited to relaunch the brand in Mexico - 30 years of presence but <0.5% market share.
▸ Defined new brand strategy and aligned commercial offer across 5 categories — a $11M USD portfolio of 183 SKUs.
▸ Delivered +1.2% market share gain and +2 pts SOM by repositioning to a high-quality, premium pricing tier.
▸ Designed and launched the company's first digital affiliate marketing programme integrated with a full 360° campaign. Recognised as best launch programme across the global Yanbal organisation.
▸ Led and developed a team of 16 marketers — awarded first-ever Global CEO Recognition for best marketing team.
Social Commerce and Community-Led Growth Innovation Pipeline Management global brand strategy and repositioning Go-to-Market Strategy & Execution Affiliate-Programme Strategy & Execution
Jafra Cosmetics International
Senior Marketing Manager
April 2012 - March 2016 (3 years and 11 months)
Mexico City, CDMX, Mexico
Led full marketing transformation with a new consumer-centric vision across product, brand, advertising, digital and PR.
▸ Led category strategy for Fragrances, the company's #1 revenue category, maintaining market leadership throughout tenure.
▸ Created and launched JAFRA-U (Millenia brand) from zero: brand identity, portfolio and full digital ecosystem. Delivered +250% sales in the first 6 months.
▸ Managed integrated communication strategy across off and online advertising, PR campaigns and global/local agency relationships.
▸ Led innovation pipeline of 60+ concepts with a 90% success rate across Mexico and international markets.
▸ Rebuilt and upskilled the marketing team — recognised as best team by the company and Best Place to Work programme.