Marketing Executive

Susana Navarrete

LATAM & Integrated Marketing Expert

Texas, USA 817-***-**** ******.*********@*****.*** www.linkedin.com/in/snavarrete-mkt

Consumer-Centered Strategist LATAM & Global Marketing Leader Product & Integrated Marketing Growth & Profit Acceleration Activation Expert Drive Brand Expansion & Consumer Loyalty Results-driven bilingual marketing executive with a proven track record in prestige Beauty, Cosmetics, Fragrances, and Apparel, delivering Integrated Marketing and Product Strategies across LATAM and global markets. Expertise in leading 360 marketing strategies, consumer engagement, and sales-driven campaigns to maximize revenue and profitability. Adept at portfolio optimization, SKU maximization, product lifecycle management, and promotional strategies to drive sustainable business growth. Proven ability to drive marketing innovation and category expansion in highly competitive markets, ensuring strong brand equity, compelling storytelling, and seamless omnichannel execution. Deep understanding of regional and cultural consumer behaviors across LATAM, successfully adapting and localizing global strategies to drive brand performance and loyalty. CORE COMPETENCIES

• Strategic Planning • LATAM & Global Marketing Leadership • Integrated, Brand & Product Marketing Strategies/Consistency •

• Go-To-Market & Product Launches • Portfolio Management & SKU Optimization • Category & Hero Product Strategy •

• Sales & Profit Growth • Promotions & Pricing Strategies • Omnichannel & 360 Campaign Execution • Brand Positioning & Storytelling • P&L Management & Budget Optimization • Consumer Insights & Market Analytics • PR, Social Media & Influencer Marketing • DTC & Retail Channel Strategy • Digital & Ecommerce Acceleration • Leadership, Team Development & Mentorship • PROFESSIONAL EXPERIENCE

SEPHORA

Marketing Director-Mx

Jan 2021- Mar 2024

SKINY, CUIDADO CON EL PERRO RETAIL APPAREL

Marketing Director-Mx

Jan 2020 – Dec 2020

CHAMPION, PLAYTEX, HANES – Apparel and Athleisure

Marketing Director LATAM

Nov 2017 – Dec 2019

PHYSICIANS FORMULA, LIP SMACKERS, CARBONA

Commercial Director – Head of Marketing LATAM

Aug 2014 – Oct 2017

BURBERRY, HUGO BOSS, DOLCE & GABBANA

COVER GIRL, MAX FACTOR

Marketing Director-Mx

Jan 2009 – Oct 2014

CHANEL, CAROLINA HERRERA, CALVIN KLEIN

Commercial Director – Mx

Jan 2005 – Dec 2008

REVLON

Marketing Director, LATAM

Jan 1999 – Dec 2004

PLAYTEX, WONDERBRA, HANES

Brand Manager-Mx

Oct 1994 – Dec 1998

RESUME EXPANSION

SEPHORA Jan 2021 – Mar 2024

Marketing Director – Mx revenue $170M USD staff: 5 - 12

• Led 360 integrated marketing strategies across retail, digital, influencer, PR, and social channels, driving brand growth and consumer engagement, aligning with corporate goals and consumer insights.

• Optimized product portfolio by leading strategic launch planning, SKU rationalization, and high-impact promotional strategies, increasing sales performance.

• Spearheaded go-to-market strategies, ensuring alignment between global brand initiatives and LATAM regional needs (Brazil & Mexico), driving brand awareness, conversion, and loyalty.

• Drove product innovation and promotional campaigns to optimize sell-through, achieving 22% YoY sales growth and a 2.1pp market share increase to 13.1% share.

• Led all marketing functions, including trade marketing, visual merchandising, PR, influencer campaigns, and experiential activations.

• Launched Sephora Squad with TikTok influencers, achieving 12% MoM social engagement growth and securing organic verification.

• Increased e-commerce awareness from 4% to 12%, contributing to a 43% online traffic increase.

• Managed and mentored a 17-person team, ensuring alignment across marketing, sales, and product teams to deliver best-in-class execution.

• Ensured Marketing activities media budget compliance, focusing on TOFU, but also supporting MOFU and BOFU, creating a seamless customer experience across all consumers’ touchpoints. Susana Navarrete Page 2

• Leveraged data-driven insights to track KPIs (brand awareness, engagement, conversion), optimizing future 360 marketing campaigns for increased ROI.

SKINY, CUIDADO CON EL PERRO, OPTIMA – Retail Apparel Jan 2020 – Dec 2020 Marketing Director – Mx revenue $6B USD staff: 11 - 37 Ensured goals were met across 200 retail locations. Led strategic planning and execution of all marketing efforts, including content creation, email marketing, PR, media outreach, influencer collaborations, partnerships, social media, event planning, and marketing campaigns, to enhance brand visibility and drive conversions.

• Led brand transformation with new positioning, visual identity, and integrated campaigns, resulting in 12% YoY sales growth.

• Designed a 5-platform communication strategy with a $10M media budget, optimizing omnichannel promotions.

• Led full-funnel media planning, from awareness to conversion, in collaboration with PR and influencer teams, ensuring alignment with overall marketing goals.

CHAMPION, PLAYTEX, HANES – Apparel Nov 2017 – Dec 2019 Head of Marketing, LATAM revenue $80M USD staff: 5 - 16

• Developed and executed regional marketing strategies that drove revenue growth across LATAM markets, ensuring brand consistency and market adaptability.

• Led product marketing initiatives, including SKU maximization, pricing strategies, promotional mechanics, and new product forecasting.

• Spearheaded Champion’s LATAM relaunch, achieving $5.6M in sales in the first six months.

• Optimized promotional planning, reducing COGS while increasing margin profitability.

• Built strong cross-functional partnerships across finance, sales, supply chain, and inventory management to ensure seamless execution.

PHYSICIANS FORMULA, O.P.I., LIP SMACKERS

CARBONA (Stain Devils) Aug 2014 – Oct 2017

Commercial Director, Head of Marketing LATAM revenue $70M USD staff: 3 – 50+

• Led product marketing, consumer promotions, and portfolio strategies to drive category growth in CPG across LATAM. Optimized P&L, costing, pricing, and profit margins for multiple brands.

• Successfully launched Physicians Formula Cosmetics in Walmart, achieving $5M in first-year sales.

• Developed strategic pricing and promotional strategies to optimize revenue and market penetration.

• Built Dr. Beckmann LATAM from scratch, developing the product portfolio, packaging, pricing, forecast, digital marketing, and retail strategies across Mexico, Chile, Colombia, and Uruguay. Implemented lead generation campaigns and pipeline strategies, aligning marketing with sales objectives.

REVLON LATAM Jan 1999 – Dec 2004

Marketing Director LATAM revenue $320M USD staff: 4 – 15+

• Developed and implemented brand positioning strategies that drove market penetration and consumer loyalty across LATAM.

• Led pricing strategies, promotional mechanics, and SKU portfolio management, driving consistent growth in a competitive landscape

• Built strong market intelligence and competitive insights frameworks to inform strategic decisions. EDUCATION AND PROFESSIONAL DEVELOPMENT

MBA Top Management & Advertising - CUC Centro Universitario de Comunicacion, Mx Bachelor’s in communications – UIC Intercontinental University, MX Business English Certification - EF International School, England KEY STRENGTHS AND VALUE PROPOSITION

-Proven LATAM marketing leadership, with a strong track record of driving revenue and market expansion.

-Expertise in integrated marketing and 360 product strategies, optimizing brand positioning and profitability

-Strong analytical and financial acumen, ensuring ROI-driven promotional planning and SKU maximization.

-Deep understanding of cultural nuances and consumer insights, successfully adapting global strategies to LATAM markets.

-Collaborative leadership style, fostering team development and cross-functional success.

-Passionate about consumer-centric strategies, guiding the entire consumer funnel from awareness to conversion and loyalty. Languages: Spanish: Native English: Fluent

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