Andrea M.

About Andrea M.

Marketing professional with experience in brand/product management and logistics, constantly aiming to deliver a superior customer experience.Throughout my career I have gained expertise in the effective execution of sales analysis with the objective of defining a marketing strategy that covered the brand’s necessities. These strategies included the coordination of promotions, activations, and new product launches as well as the creation of digital strategies for social media. Regarding logistics, I’ve been responsible for inventory management, defining and maintaining inventory policies and reaching fill rate targets.

Experience

1. Brand Manager Tena Pads & Liners

   Essity

   Mar 2025 — Present

   Led the end-to-end brand strategy for the TENA® Pads portfolio, using consumer insights, category trends, and competitive analysis to shape annual growth plans and guide long-term brand direction.• Owned U.S. market activation for product renovations and innovations, driving cross-functional alignment across Sales, Shopper, Supply Chain, Regulatory, Finance, and Global Marketing to ensure launch readiness and flawless execution.• Managed portfolio P&L and A&P budgets, optimizing SKU mix, pricing strategy, and investment allocation to maximize profitability and drive sustainable share growth.• Directed full-funnel media planning with creative and media agencies (TV, OLV, Social, Retail Media, In-Store) to increase awareness, strengthen equity, and improve conversion; monitored ROAS, ROI, and brand health KPIs to refine investment decisions.• Shaped the U.S. input to global innovation and communications roadmaps, influencing claims, packaging, consumer messaging, and creative direction to ensure relevance for local shoppers and retailers.• Partnered closely with Sales and Shopper Marketing to develop customer-specific strategies for Walmart, CVS, Amazon, and key regional accounts—driving incremental distribution, strengthening TPD, and accelerating household penetration.• Led business performance analytics across Circana, digital media dashboards, and internal financials, building data-driven action plans to address category softness and unlock growth opportunities.• Oversaw creative development cycles from brief through execution, collaborating with agencies to refine storytelling, strengthen brand distinctiveness, and ensure alignment with global brand guidelines.• Mentored junior team members on project management, insights storytelling, and business case development to elevate team capability.

Education

• Istituto Europeo di Design

  Certificate, Communication, General

  2015 — 2015

• IED Spain

  Summer course, Graphic Design

  2017 — 2017

• Universidad Iberoamericana, Ciudad de México

  Bachelor's degree, Marketing

  2012 — 2016

• Instituto Tecnológico Autónomo de México

  Course , Finance, General

  2018 — 2018

Skills

• Strategic Planning
• Indesign
• Photoshop
• Management
• Microsoft Office
• Microsoft Word
• Customer Service
• Fashion Semiotics
• Social Media Marketing
• Illustrator
• Powerpoint
• Microsoft Excel
• Team Motivation
• Fashion Marketing
• Negotiation
• English
• Teamwork