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New product development
Owned NPD end to end — concepts, positioning, benefits and reasons to believe, key messages and launch materials — and partnered with Supply Chain on SKU-level forecasting and S&OP so stock matched the activation plan.
Premium D2C skincare, beauty & wellness
3-brand portfolio · Beauty Sleep · Somia · Ayris
Key Responsibilities
Brand & Marketing Team Lead
Jul 2023 – Sep 2025 · Barcelona
Led end-to-end brand strategy, new product development, and integrated marketing for a 3-brand beauty & wellness portfolio (Beauty Sleep, Somia, Ayris) across CIS markets. Owned brand DNA and the marketing calendar, co-owned the marketing P&L, allocated the portfolio A&P budget and owned a $1.7M+ creator marketing budget, and led a 15-member team delivering 300+ campaign integrations monthly.
Brand & Influencer Marketing Manager
Dec 2022 – Jul 2023 · US market launch
Managed the critical path for the US market launch — built end-to-end go-to-market plans for the Skincare and Silk product lines under a tight timeline, covering positioning, launch calendar, and channel readiness.
Owned NPD end to end — concepts, positioning, benefits and reasons to believe, key messages and launch materials — and partnered with Supply Chain on SKU-level forecasting and S&OP so stock matched the activation plan.
Set brand DNA, positioning and the visual codes for three brands, then briefed and art-directed every shoot, pack and site asset against them — so three brands stayed distinct inside one portfolio.
Ran packaging and POSM lifecycles from design to production — materials and finishes, artwork and colour-proof approval with printers and factories, including seasonal and gifting editions built on the core system.
Translated ingredient science into consumer benefits for pack and advertising, partnered with dermatological clinics on certified claims, and ran category, competitor and consumer research — focus groups, surveys and benchmarking on positioning, packaging and price.
Led an international cause-marketing campaign with a charitable foundation, running one platform across owned, paid and creator channels — 4M+ reach and +12% MoM traffic at 30% lower spend.
Directed launch pages and site creative — claim hierarchy, clinical evidence and the path to purchase, built from the same assets as the campaign so the story stayed consistent.
Planned and ran the annual promotional calendar across the portfolio, sequenced with the launch plan and stock.
Ran the creator programme as a performance channel — a $1.7M annual budget and 300+ placements a month across the portfolio. Every placement was briefed, graded on a five-point content scale and tracked to sales, and I measured the delayed effect alongside the immediate one: 15–52% of each month’s revenue came from placements run in earlier months, which moved budget toward long-form channels.
Co-owned the marketing P&L and reported results monthly. Revenue grew while marketing spend fell — and the mix moved toward the premium end of the range.
