Lucia Palazuelos

• Lead creation and development of best-in-class GTM plans with a 360 approach for every product launch across Canada
• Provide strategic marketing leadership resulting in retails sales growth in all channels
• P&L management and development of brand marketing strategy and budget plan. ($3M CAN)
• Lead VM and creative team with profound direction of design and oversee end-to-end development of each project’s artwork
• Review and approve all creative brand design work for marketing and accounts collaterals, ensuring consistency across all channels
• Review and oversee presentation of final artworks before going to print for VM updates in-store
• Lead the PR & Digital team and ensure a clear and consistent brand image and voice nationally
• Develop Influencer and Social media strategy to increase in brand awareness, sales, and to amplify impact of campaigns on owned, earned, and paid media and social channels including creating audience insights to grow with new consumers and reinforce engagement with existing
• Lead Brand marketing team, providing input, guidance, and support on execution of brand-led initiatives to develop a consistent customer experience across all touch points
• Development and execution of disruptive activations to reach new consumers, reflecting brand DNA
• Lead a team of 11 team members and 3 subdepartments. (VM and creative, PR & Digital and Brand Marketing), providing overall leadership and management for the Marketing team

Main achievements:

• #2 Makeup brand in Canada, 3 years in a row. (From being #4). Maintaining rank as #1 Brow brand in Canada and #1 Mascara brand in Canada
• First Tik Tok Influencer collaboration ever in 2021. Global best practice. 11M views, 1.7M Likes
• Brand partnerships and awareness moment: Benefit pink romper partnering with Canadian brand. 400 rompers sold out in 5 minutes. 25M reach
• Successfully launched a new category: Skincare in Feb 2023. YTD owning 4.7% MS in pore skincare. #2 pore mask brand YTD, and #8 pore skincare brand YTD
• First dedicated Benefit Pop-up store in 8 key Sephora locations. $600K in retail sales

• Develop and implement annual marketing plan of 5 brands to achieve sales objectives
• Creation of marketing programs focused on regional strategies for Retail and Wholesale
• Event planning: Product and limited-edition launches including PR strategy
• Management of brand financials and ensure optimal allocation (A&P budget: $4M USD, sales performance, forecasts, pricing strategy, profitability and P&L)
• Create value for each of brands, providing tools for sales promotion/activation
• Analysis of consumer and market insights and competition strategies
• PR Management: Development of influencers plan working on communication strategies and activations to leverage brand awareness
• Development of PR assets, press releases and media kits for 5 brands
• Work closely with Digital and Print Media to ensure 360° media coverage. Strong relationship with Influencers, Press, and Key Opinion Leaders
• In charge of trainings for every product launch for team members, retailer staff and brand ambassadors
• Management of 4 direct reports setting objectives and regularly reviewing performance and coaching

Main Achievements:

• Responsible for development, growth and positioning of Glenmorangie single malt whisky driving brand growth +80% in first year and +50% in second year
• Successfully created first team of Brand Ambassadors: Recruitment and management of 2 BA
• Launch of Volcan Tequila, first Mexican brand within LVMH portfolio driving development of brand strategy globally, creation of guidelines and communication assets
• Awards: 360° Successful initiatives: Winning 2 Global Innovation Awards
• 1. Giraffes Take Over at Palacio de Hierro Polanco achieving a +588% sell out & $500k USD on free press
• 2. Giraffes with a Cause: Art auction in partnership with Ana de la Reguera and 20 Mexican artists, raising more than $40K USD for VeracruzAna foundation, achieving $1M USD on free press

• Development and execution of Regional Marketing Plan for 14 POS annually
• Responsible for the A&P budget and P&L management
• Analysis of Product information, Best sellers and Sales reports
• Development and implementation of strategies for Retail & Wholesale in order to give brand consistency
• Partnership with AMEX and Palacio de Hierro working together in CRM initiatives
• Implementation of Loyalty and Rewards Program in partnership with luxury brands
• Market intelligence: Monitoring product and competitive analysis
• PR: Work with key local influencers and HNWI’s
• Development of digital marketing strategies to convert prospects into customers
• Education: Monthly trainings for salespeople
• CRM: Design and delivery of e-malings for customers

Main Achievements:

• Creation of experiences and events for VIP's & Collectors (14 events per month nationwide in 1 year)
• Opening of the first Pop-Up store in Mexico City. ($300k USD on sales in 6 months)
• Responsible for organizing product launching and limited edition events ($1.5M USD on sales in 1 week)

• Creation and development of annual strategic plan for Marketing, PR and CRM
• A&P Budget Management
• Brand positioning: Strategic business partnerships with luxury brands, restaurants and hotels
• Event planning, Press trips, Sponsorships and Monthly Activations
• Responsible of Media Agency: Development of ATL Campaign for print and digital plan
• Responsible for building tailor made experiences for Press (Trips, test drives, tastings, etc)

Main Achievements:

• Implementation of ATL campaign (+40% in monthly sales for 3 months and +50% affluence increase)
• Implementation of Rewards Program (+20% in sales for 6 months)
• Direct sales and recruitment at top companies (+10% increase in monthly sales)