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Brand Director
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Competencies
Demonstrated experience with Brand Strategy & Positioning.
Demonstrated experience with Marketing & Communications Leadership.
Demonstrated experience with Go-to-Market.
Demonstrated experience with Commercial & Business Development.
Demonstrated experience with Multi-Market Leadership.
Education
Languages
Summary
Brand Director open to new opportunities
Experience
Founder
Founded La Jazmín initially as a specialty coffee shop and strategically evolved it into an independent specialty coffee brand, defining its positioning, business model and direct-to-consumer proposition.. Developed a differentiated portfolio of three proprietary blends, translating consumer occasions and brewing needs into clear product architecture and commercial offer.. Own end-to-end business development across brand strategy, product, pricing, e-commerce, communications, partnerships and operations, building the foundations for future growth.
Marketing, Commercial Strategy & Communications - Freelance
Led commercial, marketing and communications strategy for the gallery and its represented artists, strengthening client development, partnerships and revenue opportunities.. Developed strategic partnerships, sponsorships and collaborative initiatives to broaden the client base and expand market presence.
Marketing Director - Chile & Mexico
Led marketing, communications and brand strategy for NewMan and Ferouch, with full governance of an annual budget of approximately CLP 1 billion and discretion over allocation across channels and initiatives.. Reorganised a nine-person multidisciplinary marketing function into specialised areas spanning design, PR, e-commerce, CRM and visual merchandising, strengthening accountability, capabilities and performance.. Partnered with the CEO, company owner and Board of Directors, regularly presenting marketing insights and recommendations that informed business decisions.. Redesigned cross-functional processes across Marketing, Commercial, Design and Logistics, establishing ownership, timelines and ways of working for critical B2B and seasonal initiatives.. Led integrated positioning, campaigns and strategic partnerships across retail and digital channels, including NewMan's partnership with a top-tier professional polo team and Ferouch's partnership with the Chilean Air Force Halcones aerobatic team.. Led digital growth through the pandemic period, contributing to 30%+ online-channel growth and helping sustain e-commerce momentum thereafter.. Represented the company with media, partners and external stakeholders, and led sensitive internal communications during COVID, translating Board decisions and organisational changes into clear team communications.
Marketing Consultant
Built and positioned the brand while developing new educational products, including short courses, labs and scholarships.. Built strategic international alliances with Parsons, Istituto Marangoni and Central Saint Martins, enabling student exchange opportunities.
Marketing & Visual Merchandising Manager
Led seasonal brand positioning and retail execution across integrated campaigns, visual merchandising and point of sale.
Marketing Director - Chile & Peru
Directed marketing strategy across Chile and Peru for a portfolio of international fashion brands, with full allocation responsibility for an annual marketing budget of approximately CLP 500 million.. Led go-to-market strategy and brand launches in Peru, defining annual marketing plans, media, PR, agencies, partnerships and events to support retail expansion.. Drove portfolio development by identifying and evaluating international brands for the Chilean market; played a leading role in securing Marc Jacobs and Etiqueta Negra by developing the market and marketing case and representing Rambrands directly with global brand executives.. Managed senior relationships with international brand principals, translating global brand standards into local market strategies and launch execution.. Supported Ferouch's expansion into Mexico, coordinating local brand activation, Mexican agency relationships, media and launch initiatives within the company's market-entry framework.. Played a key role in the growth and market development of Guess, Diesel and Jazmín Chebar across Chile and Peru, driving brand positioning, retail expansion and B2B development, including new store openings and shop-in-shop expansion with major department-store partners.
Co-Founder
Co-founded luxury fashion pop-up stores for premium branded apparel, leading supplier sourcing, product selection and collection buying.
Marketing Product Manager - Beauty
Led marketing strategy for Beauty and selected fashion categories with ownership of an annual marketing budget exceeding CLP 8 billion, with discretion over allocation across major national campaigns.. Directed large-scale 360-degree campaigns end-to-end across TV, print, catalogues, out-of-home, digital and in-store, coordinating internal Media, Commercial and Visual Merchandising teams alongside production companies, agencies and external partners.. Led major Falabella Beauty campaigns and exclusive partner-brand launches across prestige beauty, including Estée Lauder, L'Oréal and Coty, and led Benefit's first market entry into Chile.. Pioneered paid editorial partnerships with Vogue, originating and executing fashion editorials for Basement and establishing a new commercial marketing format later adopted by other retail brands.. Selected to participate in model scouting and casting in New York and São Paulo, helping define brand image across Falabella's own-brand portfolio.
Marketing & Communications Manager - Southern Cone
Managed regional media strategy and budgets across Chile, Peru, Bolivia and Uruguay, negotiating directly with media partners.. Managed key B2B relationships including Falabella, overseeing showroom activity and supporting wholesale partnerships while coordinating brand communications and market visibility.