PUIG

In an international environment encompassing a portfolio of 60 Prestige, Premium, and Beauty brands, the challenge was to strengthen brand consistency across all distribution channels, while simultaneously meeting the demands for innovation, responsiveness, and adaptation to the specificities of different markets.

The diversity of brands and distribution channels—retail, travel retail, department stores, and selective distribution—along with the rapid pace of product launches, necessitated the design and deployment of high-impact Visual Merchandising and retail activation solutions on an international scale, while preserving each brand's unique identity, positioning, and standards.

In this context, my role was to define the international Visual Merchandising and retail activation strategy, lead creative development, and coordinate global deployments to ensure a consistent, distinctive, and performance-driven brand expression.

Ensure a consistent, premium, and distinctive brand expression across an international portfolio of 60 brands, while preserving the identity, positioning, and unique characteristics of each.
Develop visual merchandising and retail activation strategies capable of enhancing brand visibility, enriching the customer experience, and improving point-of-sale performance.
Support product launches and key sales events with creative, innovative, scalable, and easily deployable concepts on an international scale.
Define standards, frameworks, and deployment tools to guarantee consistent execution across all markets and distribution channels.
Coordinate internal teams, international markets, suppliers, and partners to ensure quality deliverables, adherence to deadlines, budget control, and operational excellence.
Integrate innovation into the core of visual merchandising strategies, retail activations, materials, and the customer experience to strengthen brand competitiveness and appeal. Contribute to commercial performance by developing brand desirability, innovation visibility, customer engagement, and value creation across all international markets.

Establish global Visual Merchandising standards, guidelines, and deployment tools to ensure consistent execution across all markets.

Coordinate cross-functional teams, international markets, suppliers, and external partners to deliver projects on time, within budget, and to the highest quality standards.

Foster continuous innovation in retail activation, materials, merchandising solutions, and customer experience to keep brands relevant and competitive.

Define an international Visual Merchandising and retail activation strategy, aligned with each brand's positioning, business objectives, and customer experience ambitions.
Design innovative merchandising concepts and retail experiences capable of enhancing product visibility, brand desirability, and sales performance.
Develop international standards, frameworks, and deployment tools to ensure consistent execution across all markets and distribution channels.
Lead creative development in close collaboration with Marketing, Brand Management, Sales, international markets, and external partners to ensure constant alignment between strategic vision, design, and operational deployment.
Coordinate the various project phases, from concept definition to international implementation, guaranteeing creative excellence, quality of execution, cost control, and adherence to deadlines. Supporting markets and teams in adopting new concepts through reference materials, training and sharing best practices, within a framework of continuous improvement.

2013