• Successfully built and launched several brands from the ground up, driving brand strategy, storytelling, market positioning, product development, and strengthening profit margins across the portfolio. • Full responsibility for P&L and market strategy across Back to School, Fashion Backpacks, Travel, Toys, Plush and Pets categories. Led pricing, margin and portfolio optimization, driving sustained revenue growth. • Managed annual marketing investment budgets and sales forecasting in close partnership with commercial teams, developing sell-in strategies, compelling sales narratives, and customer presentations to support retailer negotiations, drive commercial objectives, and ensure budget achievement. • Developed and executed integrated go-to-market and omnichannel marketing strategies, including ATL/BTL campaigns, media planning and buying, content development, trade shows, trade marketing, in-store activations, influencer partnerships, and digital content to drive brand awareness, engagement, and sales. • Managed end-to-end relationships with licensors and studios including Disney, Universal, Warner Bros., Paramount, Mattel, NFL, and Sanrio, overseeing contract negotiations, renewals, and minimum guarantees supported by strong sales arguments and business performance. Led product development follow-up, negotiating approvals and brand guidelines with studios to ensure commercially viable proposals, while monitoring sales performance and commercial execution to maximize the potential of licensed brands. • Identified new category and licensing opportunities through market and data analysis driving commercial and revenue growth.

• Managed premium eyewear brands including Tous, Carolina Herrera, Puma, and Police. • Led product purchasing and inventory management for “store-in-store” at El Palacio de Hierro. • Analyzed sell-in and sell-out performance to optimize assortment and stock levels. • Coordinated PR agencies, brand events, and celebrity activations. • Developed and executed marketing plans with ATL and BTL agencies.

• Negotiated retail spaces, corners, and direct-to-retail agreements. • Coordinated licensees and retailers for in-store promotions and retailtainment initiatives. • Managed ATL & BTL campaigns and POP materials. • Acted as main liaison between brand owners, key retailers and licensees. • Led event planning and international brand presentations.