CLAUDIA MURILLO
Monterrey
Summary
Innovative and proactive, Chief Commercial Strategist Officer, offering 21 years of experience converting sales leads and effectively managing multiple territories, dedicated to drive the growth. Highly skilled in forecasting, project management, strategic planning and omnichannel focus, with exceptional FMCG (Pharma &Retail) experience and top-notch communication abilities. Proficient in monitoring trends and capitalizing on emerging opportunities. Passionate in develop beauty (cosmetics, Dermatologic skin care ) & wellness.
Overview
14
14
years of professional experience
Work History
Executive Strategic Director
FARMACIAS DEL AHORRO
11.2019 - 09.2023
- Negotiated agreements to develop and execute profitability strategies for key accounts.
- Supported continuous improvement of group strategies, program development and organizational effectiveness to drive revenue.
- Lead Marketing, Digital, Category teams to execute strategic sales plans.
- Developed omnichannel strategy, focus in the health, beauty &wellness ecosystem through digital platforms. In charge of Growth.
- In charge of digital commerce, UX/UI and CX. with 327% sales growth in last 3 years.
Commercial Director
Farmacias Del Ahorro
11.2016 - 10.2019
- Created the new business unit DERMA (beauty & dermocosmetic products), #2 revenue category in total business Pharmacy, contribute 30% gross margin. Farmacia del Ahorro reach #2 player in the market.
- Conducted research to develop detailed business plans for commercial opportunities and expansion, 900 doors 8 clusters.
- Implemented make up category "Candy shop" 300 doors, turn 10% of total cosmetics category.
- Strategy Execution, collaboratively steer, coordinate and prioritize. Drive and guide initiative business owners in setting objectives, developing detailed plans and KPIs.
Marketing Director Luxury Division
L'OREAL MÉXICO SA. DE C.V
01.2012 - 01.2016
- Work collaboratively with cross functional teams (finance, logistic, operations & marketing)
- Performed a YOY revenue by $67MDP in last 3 years, resulting in 220% increase
- Define and guide country brands strategy consistent with international brands positioning and country's priorities to contribute to continued growth of brands and consumer relationship
- Manage the budget (sales forecast; price strategy, profitability of the brands, P&L) Achievements
- Increase turnover of masculine fragrances +21.4% (vs market: +14.9%)
- Best practice within the fragrance industry with V&R´s Bonbon launch in May 2014 by reaching the highest unit and value sales of an exclusive brand at the retailer Palacio de Hierro
- Drive vision and integrated strategy for digital Precision Marketing campaigns to improve e-commerce sales from 1 to 11% business mix.
- Devised marketing plans using digital strategies, achieving improve e commerce sales, from 2% to 11%.
Marketing Director Aramis & Designer
ESTEE LAUDER INC
06.2009 - 12.2011
- Work closely with GM and Global/International Marketing team to serve as Fragrances Division connection with Mexican market, and develop national strategy to achieve sales and profitability goals
- Support maximization of opportunities to increase sales, profits and market share, Introduce Lab Series Brand to Mexican Market in new skincare men category with 18%SOM in second year of launch.
- Achieved +269% growth and #1 rank (an increase of 9 positions in rankings) of Total DKNY franchise through launch of Be Delicious
- Expanded Tommy Hilfiger brand's main franchise, TH by 23% through the launch Hilfiger Lead co-branding agreement with Samsung.; developed interactive point-of-sales stands, with Xbox One gaming capabilities, achieving double & triple digit returns in 90% of nationwide locations.
- Developed and presented marketing plans and reports to CEO and Headquarters NY
Education
Master CCO Program - Business
ESADE
BARCELONA02.2024
Diplomado - DIGITAL MARKETING
TECNOLOGICO DE MONTERREY
MONTERREY03.2021
DIPLOMADO EN ECONOMÍA - Dirección Y Desarrollo
ITAM
CIUDAD DE MÉXICO10.2015
Bachelor Degree - Marketing
TECNOLOGICO DE MONTERREY
CIUDAD DE MÉXICO12.2002
Skills
- Revenue Growth
- Complex Negotiations
- Client Relationship-Building
- Industry Trends
- Executive sales strategies
- Executive leadership experience
- Strategic planning and implementation
- Board of directors support
Affiliations
ITESM Campus CD. De México - CDMX
Awarded Honorific Mention
Member of Field&Track representative team
Member of Marketing Association
RUNNER, ENTREPRENEUR, DIGITAL PASSIONATE
Runner ADDICT: last 10 years 8 marathon.
Support Entrepreneur Start up (as a concil )
Additional Information
Affiliations: Consejo coordinador de Mujeres Empresarias CCME
Interests: Gender Equality
Languages
English
Advanced (C1)
French
Intermediate (B1)
Timeline
Executive Strategic Director
FARMACIAS DEL AHORRO
11.2019 - 09.2023
Commercial Director
Farmacias Del Ahorro
11.2016 - 10.2019
Marketing Director Luxury Division
L'OREAL MÉXICO SA. DE C.V
01.2012 - 01.2016
Marketing Director Aramis & Designer
ESTEE LAUDER INC
06.2009 - 12.2011
Master CCO Program - Business
ESADE
Diplomado - DIGITAL MARKETING
TECNOLOGICO DE MONTERREY
DIPLOMADO EN ECONOMÍA - Dirección Y Desarrollo
ITAM
Bachelor Degree - Marketing
TECNOLOGICO DE MONTERREY
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