VICTORIA ROGER

Managed the development of the worldwide cosmetic launch: concept, P&L, pricing, packaging/formula development, media plans, retail, eCommerce, social, digital, CRM
Developed long-term strategy, 360 marketing plans and promotional programs, proactively monitoring and analyzing budget spending
Analyzed post-launch SKU/category performance and ROI to determine the effectiveness of marketing programs, opportunities and action plans
Analyzed consumer insights and market data to ensure the consistency of new product developments
Worked with agencies to create breakthrough marketing campaigns in all touchpoints, from traditional media to digital data driven activations (SEM, SEO, Social media, ...)

Monitored product portfolio for the French market (new launches, pillar renewal and animation of core catalogue) with constant update of retailers’ planograms
Identified gaps in the calendar and led creation of French initiatives to drive the business
Implemented new launches with innovative marketing mix strategy: media plans, budget allocation, local retail adaptation, CRM and promotion plans aligned with the sale teams
Owned forecast process to review run rate performance, excess stock and launch forecasts
Provided periodic reporting on projects’ progress, calling out areas of attention and facilitating cross- functional collaboration

Conducted market research to decode consumer insights and trends to elaborate innovative project concepts
Worked on developing 360 go-to-market strategy: launch plan, time-to-market speed, digital activation, media plan, eCommerce and retail
Thought eCommerce first and collaborated with e-shopper to identify key search terms and optimize copy and content (SFCC, A/B testing)
Created Retailer Catalog Advertising Guidelines and Brand Visual Rights tracker to ensure compliance with brand requirements

Built consumer segmentation and innovative product concept defining target consumer, KPI’s, pricing, budget and, launch size benchmarking
Highlighted commercial opportunity & ran lifecycle management on portfolio to increase SKU profitability and ROI