Maria Alejandra Peña

Worked closely with cross-functional teams (R&D, marketing, sales) to bring new Anti-Age products to market, encompassing market analysis, competitive benchmarking, and concept development. Developed compelling marketing materials and campaigns for Vichy Anti-Age, aligning with the brand's DNA and resonating with target consumers worldwide.

Redefined the brand strategy in the Annual Business Plan for 2024 and following 5 years. Managed the assortment, pricing , volume forecast, distribution and communication in both Ecuador and Colombia markets. Mentored a marketing coordinator in Ecuador. Grew business by +3% vs last year and Excelled +162 bps Market share in the plasters market.

Performed and supervised commercial strategies and activities in the Point of sale Created and assisted Joint business plan meetings for all clients in 2023. Defined brand portfolio & pricing strategy of both brands.