Lucia Martinez Barrenechea

Global Strategy and Competitor Intelligence Lead for Beauty & Wellbeing Business Group @Unilever

London, GB

Reporting to B&W CFO. Responsible for Strategy and Competitor Intelligence in a €12bn business of Beauty & Wellbeing – advising and leading interventions on strategy, execution, M&A and capability so driving business performance. The adoption of Competitor Intelligence practices has delivered on average 30% of all Beauty & Wellbeing growth over the last ten years Key Achievements: Strategy: Strategic Division Reshaping - Successfully redefined the Division’s overall strategy by delivering critical insights to the Business Group President and CFO on the evolving strategic approaches of key competitors. These strategic changes drove significant increases in the Division’s growth and profitability. Execution: Driving significant market share gains and profitability at category/country level by leading 40+ workshops/war games in key turnaround cells such as China, Japan, the US, Indonesia, and Brazil, in the hair care and skin care categories. The businesses which was losing share and declining by over 10% a year are now growing at over 10%. M&A - Identified potential acquisition targets for the Prestige business, providing strategic guidance that transformed the business unit from a £200 mll turnover to over £1 bn. Capability Build: Developed AI tools for real-time competitor monitoring and predictive analysis.

University of Deusto

Bachelor's degree, Law

University of Oxford

Digital Marketing: Disruptive Strategy Programme

London Business School

Law

Harvard University

Marketing Management

IE Business School

Master's degree, Marketing