Meritxell Escarrà Feller
Barcelona
Summary
Passionate marketing and business leader with extensive international experience driving profitable growth for leading brands across cosmetics, leisure, and fashion. Expert in brand strategy, customer development, and omnichannel growth, with a strong track record of building high-performing teams and delivering impactful business results while creating value for both people and the planet.
Overview
25
25
years of professional experience
Work History
Marketing Director at La Roca Village
BISTER COLLECTION- VALUE RETAIL- Fashion Luxury Retailer
Barcelona
03.2025 - Current
- Developed and executed integrated marketing strategies to enhance brand visibility and drive customer engagement.
- Led cross-functional teams to implement innovative promotional campaigns, aligning with luxury retail standards.
- Managing Digital Media Channels own and paid to cover all marketing funnel from awareness, consideration to conversion with the relevant content at the right audience
- Support the 150 Brands to deliver the growth and boost retail kpi to keep achieve double digit growth
- Responsible of the full customer journey at the Village, curating the experience and communication to elevate the journey
- Increased consumer engagement by creating personalized experiences through targeted segmentation strategies.
- Managed marketing budget for maximum ROI.
- Implemented CRM solutions that improved customer retention rates while enabling more effective communication strategies.
- Spearheaded market research initiatives to identify trends and opportunities for growth.
Marketing & Wholesale New Channel Development Director
THE BODY SHOP – Natural, Sustainable & Activist Cosmetic Brand
Madrid, Spain
06.2023 - 12.2024
- New responsibility on top of Marketing Director Iberia, leading the Business Plan for new channels
- Responsible of Growth and P&L Wholesale: delivering this year a +EBIDT & TO double-digit growth vs LY
- Creation of a New Strategy & framework to provide profitable growth with a dedicated team for Wholesale
- Lead IB/SE & DK Commercial Team to maximize business performance
- Managing multiple teams with EUROPEAN responsibility for Wholesale, Visual Merchandising, and Marketing operation
- Direct Report: GM Spain & Portugal and Dotted line to EU Cluster Director
- Managing 8+3 HC
- Led development initiatives aligning with brand values of sustainability and activism.
Marketing Brand & Activist Director Iberia
THE BODY SHOP – Natural, Sustainable & Activist Cosmetic Brand
Madrid, Spain
09.2019 - 05.2023
- Build 360 integrated campaigns to drive local brand relevance, awareness, and consideration
- Responsible for product & price strategy for Spain and Portugal at an omnichannel level
- Lead the campaign planning process and keep local cross-functional customer-centric promotional campaign and marketing plan up to date
- Ensure plan alignment with all concerned stakeholders and channel experts
- Responsible for planning, controlling, and managing store marketing & activation budgets
- Responsible for P&L omnichannel
- Responsible for Ecom strategy and CRM
- BCorp project manager leader for Spain & Portugal
International Business Activation Director
SMARTBOX GROUP – Leader Giftbox Experience Voucher Company
Paris, France
03.2015 - 05.2019
- Responsibility over 9 European countries and 10 brands
- Full responsibility for developing a strategic business plan to ensure the success of the brand launch
- Achieved 94% merchandising coverage in Europe and an average 15% increase in sales
- Responsible for the creation of innovative digital projects for point of sales increasing sales by +10%
- Create international event campaigns from conception to implementation guidelines
- 100% of international campaigns launched and accepted by retailers across all countries
- Creation of trade stories by brand adapted to the different European countries to open new wholesalers
- Support to new market openings including retail negotiation and business case development
- Co-responsibility on P&L lines and ROI objectives with the GM of the countries
Marketing Director Spain – Smartbox & La Vida es Bella
SMARTBOX GROUP – Leader Giftbox Experience Voucher Company
Barcelona
04.2007 - 02.2015
- Led the launch of a new product category in Spain by developing and executing a strategic marketing and communication plan.
- Built and led a multidisciplinary marketing team covering brand, product, trade marketing, PR, social media, and B2B.
- Defined product marketing strategy, launching new collections annually across markets and driving strong word-of-mouth campaigns.
- Promoted to lead marketing strategy for two brands in Spain, including the successful relaunch of La Vida es Bella following the Smartbox acquisition.
- Developed omnichannel marketing and commercial plans across wholesale, retail stores, and e-commerce.
- Led strategic category management initiatives to strengthen brand leadership in the market.
- Selected for a special assignment leading the retail sales department, managing sales budgets, forecasts, and retailer P&L.
- Negotiated and opened major wholesale accounts including El Corte Inglés, FNAC, and Carrefour.
- Contributed to significant business growth, scaling revenue from 5K to 10M.
- Led and developed marketing, key account, and retail teams, establishing KPIs and sales training programs.
European Marketing Manager
ALCOA CSI – Industrial Consumer Goods (Beverage)
Barcelona
03.2006 - 03.2007
- Developed and implemented business strategies for adjacent and new markets
- Managed marketing plans, product portfolio and market panel across regions
- Led consumer research surveys for new launches
- Member of AWN – Alcoa Women Network (European Women Leadership)
Global Brand Manager
ALCOA CSI – Industrial Consumer Goods (Beverage)
Indianapolis
09.2003 - 02.2006
- Created and developed the first corporate website coordinating a team across regions
- Supported commercial managers with marketing coaching
- Managed global branding guidelines and global advertising agency coordination
- Developed internal web-based global marketing communication platform
- Selected for ELED – European Emerging Leaders program in Alcoa
Senior Customer Account Manager
DAYAX – Communication & Advertising Agency
Barcelona
10.2000 - 07.2003
- Nestlé – Baby Food
- Strategic brand plans focused on brand, target and trade
- Trade marketing and below-the-line campaigns
- Created first consumer website for Nestlé baby food
- Imaginarium – Toy Retail Brand
- Strategic communication plans
- Customer loyalty campaigns
- Only – Fashion Brand
- Brand campaign launches and media plans to increase awareness
Education
Master - Digital Marketing
HEC Paris
France01.2019
MBA - Marketing Direction
ESADE
Barcelona01.2002
Postgraduate - Strategic & Operative Marketing
University of Barcelona
Barcelona01.1999
Bachelor of Science - Business Administration (ADE)
University Barcelona / Pompeu Fabra
Barcelona01.1998
Skills
- Leadership & Managing Director
- Business Development
- Brand Management
- Growth & change leadership
- Digital Marketing Strategy
- Omnichannel Strategy
- Creative Leadership
- Communication Strategy
- Strategy & Planning
- Budgeting & Forecasting
- Digital Media
- CRM & Customer Loyalty
- B2B Marketing plans & ROI
- Data Analytics
- New Product Development
LANGUAGES
French
Upper intermediate (B2)
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Catalan
Bilingual or Proficient (C2)
Work Preference
Work Type
Full TimePart TimeLocation Preference
HybridRemoteTimeline
Marketing Director at La Roca Village
BISTER COLLECTION- VALUE RETAIL- Fashion Luxury Retailer
03.2025 - Current
Marketing & Wholesale New Channel Development Director
THE BODY SHOP – Natural, Sustainable & Activist Cosmetic Brand
06.2023 - 12.2024
Marketing Brand & Activist Director Iberia
THE BODY SHOP – Natural, Sustainable & Activist Cosmetic Brand
09.2019 - 05.2023
International Business Activation Director
SMARTBOX GROUP – Leader Giftbox Experience Voucher Company
03.2015 - 05.2019
Marketing Director Spain – Smartbox & La Vida es Bella
SMARTBOX GROUP – Leader Giftbox Experience Voucher Company
04.2007 - 02.2015
European Marketing Manager
ALCOA CSI – Industrial Consumer Goods (Beverage)
03.2006 - 03.2007
Global Brand Manager
ALCOA CSI – Industrial Consumer Goods (Beverage)
09.2003 - 02.2006
Senior Customer Account Manager
DAYAX – Communication & Advertising Agency
10.2000 - 07.2003
MBA - Marketing Direction
ESADE
Master - Digital Marketing
HEC Paris
Postgraduate - Strategic & Operative Marketing
University of Barcelona
Bachelor of Science - Business Administration (ADE)
University Barcelona / Pompeu Fabra
PERSONAL INTEREST
Art & Design: Passionate about art and design, particularly surrealism, cubism, expressionism, and pop art. I enjoy how Scandinavian and Japanese design elevate everyday objects into functional art.
Sports: Skiing is my favorite sport, combining adventure and social connection, and a great way to enjoy time with family and friends.