Luxury Brands
Sandra Angélica Becerril Casares
Marketing Brand Manager
Mexico City,CMX
Summary
Markeitng and Brand Manager with over 9 years of successful experience managing Niche, Ultra Prestige & Prestige Brands. Recognized consistently for performance excellence and contributions to success in Beauty and Fragrance industry. Enthusiastic team member eager to contribute to team success through hard work, attention to detail and excellent organizational skills. Motivated to learn, grow and excel in Beauty and Luxury industry.
Overview
2
2
Languages
3
3
years of post-secondary education
9
9
years of professional experience
Work History
Sr Brand Manager
IBW México
México City, CDMX
2016.11 - Current
- Grew retail sales of group of brands by double digit, being 2018 most important growth with + 68%, and +43% YTD April vs YTD April 2019
- Developed and implemented 360º Marketing Plan for 11 Niche, Luxury and Prestige brands new products/launches
- Analyzed & developed Pricing Structures for current and new brands
- Forecasted annual Purchase Plan on monthly basis in order to maintain adequate product levels and fill rate coverage according to brands sales performance
- Prepared, monitored and updated annual A&P Budget according to each brand performance
- Coordinated and implemented annual Corporate Media Plan
- Developed, implemented and supervising POS Activities of each brand with all applicable standards and guidelines
- Collaborated with Training Area to ensure proper training and updating of sales team
- Tracked and analyzed Sell In and Sell Out data aiming to detect market opportunities, implement marketing strategies and forecast accurate sales projections
- Updated and maintained brands portfolio aiming to have proper offer for final consumer
- Maintained strong relationships with brands and retail partners to drive sales based on business opportunities
Brand Assistant
Antera Beauty & Fragrance Corporation
México City, CDMX
2013.04 - 2016.11
- Implemented 360° marketing plan based on key objectives for new products/launches
- Planned, implemented and tracked sales and marketing strategies to promote brand products.
- Implemented and supervised POS Activities of each brand according to Marketing Plans and guidelines
- Cooperated and worked closely with Demand Planning team to maintain adequate product levels according to brands sales performance
- Organized and delivered training sessions for new products
- Coordinated PR events and exhibitions for specific brands
- Motivated sales team members to continuous improvement in promoting and selling products
- Responded to requests of information from KAM’s, media or training
- Tracked and analyzed Sell In and Sell Out data to implement marketing strategies to promote brand products.
Marketing Trainee
Antera Beauty & Fragrance Corporation
México City, CDMX
2012.04 - 2013.04
- Assisted to Brand Manager to implement 360° marketing plan
- Coordinated, implemented and supervised POS Activities
- Generated activity reports of each brand
- Organized and delivered training sessions for new products
- Coordinated PR events and exhibitions for specific brands
Education
Bachelor of Arts - Marketing
Universidad Tecnológica De México Camp Cuitláhuac
México City, CDMX 2010.05 - 2013.05
Diploma - Graphic Design
EduMac Centro De Artes Digitales
México City, CDMX 2015.05 - 2015.07
Skills
Brand strategy
Brand development
Managerial skills
Budgeting and Allocation
Flexible & Adaptable
P&L Management
Sales and marketing
Additional Work Experience
- Marketing Trainee, Honda Dalton Polanco | Ciudad de México, CMX | 2011 - 2012
- Administrative Assitant, Resortes Asociados y Cia | Ciudad de México, CMX | 2011 - 2011
- Saleswoman, ZARA - Inditex | Ciudad de México, CMX | 2009 - 2011
Interests
Beauty & Fragrance Brands
Timeline
Sr Brand Manager
IBW México
2016.11 - Current
Diploma - Graphic Design
EduMac Centro De Artes Digitales
2015.05 - 2015.07
Brand Assistant
Antera Beauty & Fragrance Corporation
2013.04 - 2016.11
Marketing Trainee
Antera Beauty & Fragrance Corporation
2012.04 - 2013.04
Bachelor of Arts - Marketing
Universidad Tecnológica De México Camp Cuitláhuac
2010.05 - 2013.05