María Elizabeth Antonella Cassella Fernández
Mexico City
Summary
Creative and visionary professional with over 9 years of experience in e-commerce, product management, and digital marketing within the fashion, beauty, and entertainment industries. Passionate about innovative brand development and consumer engagement, with a proven ability to drive growth and enhance brand presence. Eager to explore new business opportunities and contribute creatively to dynamic teams.
Overview
15
15
years of professional experience
Work History
Head of Fashion & Beauty Experience
MERCADO LIBRE Mexico
06.2022 - Current
- Design product strategy to develop Fashion & Beauty categories in the region.
- Collaborate with product, engineering, and design teams to enhance user experience and optimize conversion funnels.
- Utilize data-driven approaches to track key performance metrics.
- Always seeking for improvements in the platform and work with top global companies (L’Oreal, Adidas, Nike, and more) to learn about our customer and their needs.
- Analyze market trends in Latin America and worldwide, conduct customer researches to understand our client.
- Work in collaboration with regional and local Marketing teams to design a new marketing strategy focused on develop a new branding and 360 campaign to relaunch Fashion & Beauty in social media (Instagram, YouTube, Pinterest, Tik Tok).
- Work with agencies to create a new identity for Mercado Libre.
Regional Supermarket Growth Manager
MERCADO LIBRE Argentina
07.2020 - 05.2022
- Key Account Manager of Top global FMCG Companies achieving outperforming results: +290% YoY GMV growth in main brands.
- Business plan development and strategy of growth inside Supermarket’s category through 1P (retailer) & 3P (marketplace) go to market models.
- Define hunting & farming strategy for top of mind companies in the region.
- Work with Advertising to build regional JBPs.
- Lead presentations with C-Level and management.
- Develop, execute and measure commercial calendar of Supermarket (Dry & Fresh).
- Responsible for the communication and channels achieving excellent results (6.2% CVR 0.6pts above target; +133% sessions, +42% buyers growth).
- Create and execute promotional calendar with local teams: always on campaigns, weekly discounts, pricing strategy of top selling items, coupons strategy.
- Understand Supermarket’s buyer, create audiences, and define metrics.
- Set up goals with cross functional teams.
Regional CPG Sales Supervisor
Mercado Libre
11.2019 - 07.2020
- Expanded regional CPG business within largest ecommerce ecosystem, achieving +306% YoY AR growth.
- Served as key liaison among logistics, finance, marketing, CX, UX, and IT teams for regional Supermarket launch.
- Conducted consumer immersion sessions to gather insights into regional needs.
- Performed benchmark and competitive analysis of local players to shape Supermarket’s strategic roadmap.
Regional CPG & Fashion Product Supervisor
Mercado Libre
08.2018 - 11.2019
- Collaborated with IT and UX teams to design and implement platform verticalization in fashion and consumer goods.
- Led the launch of a new CPG navigation experience in Latin America, leveraging fulfillment centers and regional partnerships.
New Business Development Supervisor – CPG
Mercado Libre
01.2018 - 08.2018
- Defined strategy for start-up development within Mercado Libre by collaborating with Sales, Marketing, Operations, Product, UX, and IT teams.
- Established strategic roadmap to advance CPG business across Latin America.
- Achieved and exceeded goals in GMV, SI, monthly active buyers, new buyers, and customer experience NPS.
New Business Development Supervisor – Entertainment
Mercado Libre
08.2016 - 12.2017
- Executed ticketing business operations, developing categories with entertainment industry partners in Latam.
- Negotiated with major producers in music (DF Entertainment: Lollapalooza), film (Hoyts), and sports sectors.
Executive Development Program: Marketing Classifieds
Mercado Libre
01.2016 - 07.2016
- Created Classifieds Brandbook for Latam, defining communication and brand strategy.
- Aligned Mercado Libre brand vision with customer expectations.
- Enhanced brand platform, driving increased adoption and scalability.
Sr. Associate Marketing Commercialization & Digital Specialist
SC Johnson & Son
01.2012 - 01.2016
- Responsible for digital projects for all categories (Pest Control, Home Cleaning and Air Care).
- Improvement in digital process and support marketing team.
- Lead online video campaigns achieving incremental reach.
- Project Management: lead new product launch.
- Market research involvement and Media Planning (ATL & BTL).
Marketing & Pricing Trainee
IVECO
01.2011 - 01.2012
Education
MBA - Neurosciences, Fintech, Consumer Insights, API & Coding
IAE - AUSTRAL BUSINESS SCHOOL
PILAR, BUENOS AIRES01.2019
Bachelor of Business Economics -
UNIVERSIDAD TORCUATO DI TELLA
BUENOS AIRES01.2011
Bilingual Baccalaureate - French- Spanish
LYCÉE FRANCO ARGENTIN JEAN MERMOZ
Buenos Aires, Argentina01.2007
Skills
- Digital marketing strategies
- User experience design
- Brand development
- Market research analysis
- Social media management
- Digital product management
- Problem solving techniques
- Consumer insights analysis
- Project management methodologies
- Strategic planning skills
- Organizational and time management
Hobbies and Interests
- Movies
- Photography
- Music and Culture
- Travel
- Sports: Outdoor climbing and Yoga
Community Service
Interested in labor inclusion of autistic people and neurodiversity at work.
Research
Teachnology
Personal Information
- Age: 35
- Nationality: Argentinian Italian
Languages
Fluent in Spanish (native), French (bilingual), English (advanced), and Portuguese (intermediate)
Timeline
Head of Fashion & Beauty Experience
MERCADO LIBRE Mexico
06.2022 - Current
Regional Supermarket Growth Manager
MERCADO LIBRE Argentina
07.2020 - 05.2022
Regional CPG Sales Supervisor
Mercado Libre
11.2019 - 07.2020
Regional CPG & Fashion Product Supervisor
Mercado Libre
08.2018 - 11.2019
New Business Development Supervisor – CPG
Mercado Libre
01.2018 - 08.2018
New Business Development Supervisor – Entertainment
Mercado Libre
08.2016 - 12.2017
Executive Development Program: Marketing Classifieds
Mercado Libre
01.2016 - 07.2016
Sr. Associate Marketing Commercialization & Digital Specialist
SC Johnson & Son
01.2012 - 01.2016
Marketing & Pricing Trainee
IVECO
01.2011 - 01.2012
MBA - Neurosciences, Fintech, Consumer Insights, API & Coding
IAE - AUSTRAL BUSINESS SCHOOL
Bachelor of Business Economics -
UNIVERSIDAD TORCUATO DI TELLA
Bilingual Baccalaureate - French- Spanish
LYCÉE FRANCO ARGENTIN JEAN MERMOZ
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