Madalena Vasconcelos Cruz Marketing manager

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Senior Trade Marketing Manager – Parfums Christian

LVMH - Moët Hennessy

Jan 2020 - Jan 2022 (2 years 1 month)

- Develop and implement a strong Trade Marketing strategy to contribute towards growth targets, new customers recruiting, cross-category business objectives and improve brand positioning. - Work on the translation and execution of the marketing strategy into impactful differentiated retailer plans, tracking commercial targets, taking into consideration top region / top stores approach / NPD focus. - Track and review performance (ROI) at the end of each, animation and key launches activations to deliver new proposals, and results-based initiatives. - Ensure efficient spending of budget and supervise costs. Plan & distribute necessary resources to support animations. Excellent implementation and client service. - Contribute in the design, im

Senior Group Marketing Manager – Beauty and parapharmacy

El Corte Inglés

Aug 2018 - Jan 2020 (1 year 6 months)

- Definition of ECI beauty and parapharmacy marketing omni-channel strategy, having a complete view of the beauty market. Involved in P&L and budget management, results monitoring and reporting of ECI beauty division. - Responsible for more than 400 beauty and pharma brands, being the main contact of key cosmetic and pharma groups (e.g. Estée Lauder, L'Oréal, Coty, Puig, LVMH, Chanel, Shisheido, Unilever, J&J, Clarins, Revlon, - GSK, P&G, Henkel, Beiersdorf, Pierre Fabre, ISDIN, Naos, R&B, Ales Groupe, Pfizer, Perrigo, etc.) – my role includes the operational coordination for brands implementation strategies within ECI. - Involved in ECI budget allocation for ATL advertising (TV, outdoor, radio), digital/online performance analysis (based

Group Marketing Manager – Fashion, Jewelry and Watches

El Corte Inglés

Sep 2016 - Aug 2018 (2 years)

- Worked in the development and implementation of strategies for fashion luxury and mass market textile, jewelry and watches brands inside ECI. - Responsible for more than 300 womenswear and youthwear textile brands (Ralph Lauren, SMCP, Levi´s, PVH, Armani, Boss, Ted Baker, Max Mara, Caroll, Lee, Esprit, Diesel, etc); and aprox.180 J&W brands ( - e.g. Chopard, Cartier, Bulgari, Chaumet, Pomellato, Messika, Piaget, Tiffany&Co, Rolex, IWC, Hublot, Tag Heuer, Fossil Group, Omega, Montblanc, Citytime Group, Swatch Group, Breitling, Baume & Mercier, - Panerai, Pandora, Swarovski, Tous, Viceroy, etc). Coordination of brands' marketing, trade marketing and e-commerce 360° plans implementation. - Luxury project coordination for 4 premium stores in

Trade Marketing Manager, Off Premise

Heineken

May 2015 - Aug 2016 (1 year 4 months)

- Managed the development of consumer-focused trade marketing plans across 16 beer portfolio brands. - Collaborated with sales and marketing teams for planning and budgeting, production and implementation of all in-store activities and promotions. Managed the point of sale materials and visibility (logistics, distribution, assortment). - Supported local field teams in the execution of the activities. Ensured efficient spending of budget for all portfolio brands (>€300M) and controlled trade marketing spending.

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Business Unit Director -International Business Development and Strategic projects

Sonae MC

Dec 2013 - May 2015 (1 year 6 months)

- Responsible for developing new strategic projects to be launched abroad for the complete product range of Modelo Continente, as well as new business entrances and launch of all the non-food chains range (Wells, Note it, Zu). - Definition and implementation of the non-food business portfolio internationalisation strategy and export/import business model plan for the next 5 years, including financial forecast, marketing plan, sales, operational and logistic details. - Lead strategic alliances with international traders, buying groups and retailers (e.g. Tesco, Boots, WH Smith, Casino). - Drive innovative business improvements: provide strategic guidance and counsel to senior management on strategic alliances and potential M&A operations. -

Global Corporate Strategy

Unilever

Oct 2012 - Dec 2013 (1 year 3 months)

- Worked in the team responsible for the identification and development of new revenue streams for the UL global portfolio. - Involved in the creation of new brands/products business model across developed and emerging markets, including 5-year portfolio strategy, brand rollout plans, trade and consumer story, and communication roadmap. - Utilised sell out data and customer specific tools to drive actionable and measurable improvement in key traffic and conversion metrics. Leveraged data and shopper analytics, which enabled the development of the right portfolio, pricing and promotio - Worked closely with distributors' teams in countries where Unilever did not have local offices and travel retail business. Corporate strategy projects (e.g.

Hair Marketing Manager Personal Care (Clear, Organics, Tresemmé, Axe Hair, Sunsilk)

Unilever

Sep 2011 - Oct 2012 (1 year 2 months)

- Main responsibility included the leadership of the Hair team, P&L and brands' budgets management, delivery of financial results, implementation of product launch and innovations. - Brands' activations, as well as, in-store execution, pricing, assortment, visibility and promotional activities. Preparation of low price tier, colorants, natural shampoos, baby care launch plans.

Finance Business Partner - Customer Development & Brand Building

Unilever

Mar 2010 - Sep 2011 (1 year 7 months)

- Member of the team responsible for Home & Personal Care brands and retailers' management control support. - Setting targets through yearly business plans, delivering monthly rolling forecasts, propose corrective actions with sales teams. - Monitoring evolution of sales and profitability vs budget for each brand. I also collaborated in creating brands' marketing plans, performing profitability analysis and supporting financial evaluation and customer promotions. - Engaged in ROI analysis of key promotions and in action plan to optimise promotional mix.

Assistant Brand Manager, Home Care (Skip, Cif, Sun, Comfort, Surf)

Univeler

Aug 2009 - Mar 2010 (8 months)

- Supported the team in the creation of brands' long-term strategy and in the development and execution of marketing plans. - Worked in defining brands' pricing, packaging, trade merchandising, advertising and promotion strategies, allocating the budget accordingly – strong focus on brands' profit, volume and market share objectives.

Assistant Brand Manager - Beverages (Lipton) and Ready to drink (Ice Tea)

Unilever

Feb 2009 - Aug 2009 (7 months)

- Assistant manager for Lipton Ice tea business, 2nd largest soft drink brand in Portugal. Trade marketing In-Home / Out of Home. - Involved in the local development and roll-out of Lipton Pyramids, as well as re-stage of Lipton tea infusions. Lipton Yellow Label re-launch in Portugal and green leaf tea innovation strategy.

Madalena Vasconcelos Cruz

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