Patricia Maroto Gomez

Working directly with Headquarter and Top Management to implement new short term
(tactic/operational) and long term (strategic) marketing targets in order to see fruitful progress in all the channels.

Tasks:
☞ Working with Marketing and Communication Departments in Headquarters to develop the annual marketing plan, marketing strategy and communication plan for the region, including product focus, launches, campaigns, events.
☞ Collaboration with the Digital Department to implement a digital marketing strategy: social media, website content, newsletters.
☞ Set up the buying forecast plan of the products. Analysis of current stock and proposal of marketing actions.
☞ Manage the local Ambassador Program, including photoshooting, master classes, social media calendar and video launch.
☞ Contribute in campaign planning, content creation, and engagement strategies to connect with customers through various digital touch points
☞ Identification of high potential events opportunities. Lead marketing initiatives and brand partnerships with key developers.
☞ Initiate and develop an E-commerce channel in the region.
☞ Liaising with media, partners, distributors and key local people to increase the market penetration.
☞ Monitor trends in the beauty industry, new trends. Competence analysis.
☞ Increase customer satisfaction driving engagement and loyalty.

Reports:
» Determine the appropriate KPI´s, methods and metrics for measuring and monitoring marketing effectiveness.
» Regional product and treatment ranking.
» Annual Marketing and Communication report.
» Annual regional strategic report.

Achievements:
✔ Increase company’s market penetration by 5%.
✔ Launched of an effective 360 marketing plan including digital marketing.
✔ Successful event coordination and achievement of marketing targets.
✔ Speaker at marketing presentations and conference organized by ICEX

Supporting strategic initiatives within marketing and commercial team which includes brand expansion in India, Turkey, GCC and Indian Ocean, events, digital marketing, customer references, merchandising and market visits.

Tasks:
☞ Support annual marketing plan and commercial campaigns across all channels from Day Spa to Department Stores.
☞ Competence Price Analysis. Regional price implementation.
☞ Plan and execute digital marketing activities including email campaigns through Mailchimp, creating engaging social media messages with bloggers/influencers and creation of website content and its implementation.
☞ Plan and execute several events targeting partners and press. Execution of the first global event called Beauty Lovers Day.
☞ Organize and segment Corporate Database accordingly.
☞ Support Brand Ambassador Program in the region.
☞ Market visit in department stores, Hotel Spas and Day Spas in GCC. Merchandising and positioning control.
☞ Product registration in Dubai Municipality and ESMA.
☞ Work closely with sales, laboratory team, PR, upper management and training to deliver successful marketing results.
☞ Collaboration in new projects: ERP, INCOTERMS implementation, Business Model implementation within the Hotel Spa channel in partnership with BAIN & COMPANY.

Reports:
» Incentive Report.
» Export guides.
» Market Report: India, GCC, Maldives, Seychelles, Mauritius, Lebanon, Turkey, Jordan, Sri Lanka and South Africa.
» Monitor and track marketing campaigns results and measure their performance.

Achievements:
✔ 20% cost reduction in operations by overhauling haphazard way of doing.
✔ Successful entry of the brand in Indian Ocean.
✔ Strong and successful involvement in the integration of the ERP system.
✔ Successful international strategy proposal following the criteria of BAIN & COMPANY.

Assist Spanish FMCG companies in their international strategies.

Tasks:
☞ Advice Spanish companies on italian market strategy considering price point, competition and entry barriers.
☞ Liaison between Spanish companies and Italian partners.
☞ Organize trade missions, introducing Spanish companies to potential
☞ Monthly publication of ICEX-press news.
☞ Trade Fair Assistance and reports.
☞ Deliver market research projects, outlining market entry tactics across all industry verticals.
☞ Searching for business opportunities in the Italian Market.
☞ Design the media plan for “Spanish Ham Day”.
☞ Design and launch the promotional seminar “Spanish Wine Tasting in Italy”.
☞ Coordination and organization of Spanish wine tasting with ONAV (Italian National Organization of wine tasters ) and AIS (International Sommeliers Association Sommeliers).

Publications:
» The market of wine in Italy
» The market of sparkling wine in Italy
» The market of fresh and frozen fish in Italy
» The market of fruits and vegetables in Italy

Achievements:
✔ Highest record in personalized services.
✔ Speaker during ONAV activities introducing Spanish wines.
✔ Successful and innovative II Event Spanish Ham in Milan.
✔ Database organization in Access.

Assist Spanish regions (Comunidades Autonómas) in their retail distribution and commercial structure. Market Research.

Assistance and improvement of the international business of the local Banks (Cajas Rurales).