Pilar García-Blanco Fernandez
CMO
Madrid
Summary
Accomplished Executive Director at Circana (NPD+IRI), leveraging strategic planning and exceptional leadership to drive revenue growth and brand scalability across global markets. Spearheaded transformative strategies at Henkel, achieving over 3% YoY growth for L'Oréal's Luxury Pool Brands. Expert in P&L management and C-level engagement, consistently delivering market-leading results and fostering strategic partnerships.
Overview
18
18
years of professional experience
13
13
years of post-secondary education
4
4
Languages
Work History
Chief Marketing Officer Preventive Health Industry
Oakmond
02.2024 - Current
- Established a solid strategic foundation to drive the company's marketing & commercial efforts within the luxury preventive health industry. Reporting to CEO and leading a marketing team of 3 people.
- Developed a comprehensive marketing & commercial strategy that aligns with the company’s long-term goals, identifying key market opportunities and defining a clear path for growth and brand positioning.
- Coordinated the overall business plan definition, ensuring that the marketing strategy integrates seamlessly with business objectives and financial targets.
- Conducted in-depth market research to understand industry trends, customer needs, and competitive dynamics. Preparation of future in-house product development aligned with Chief Medical Officer inputs.
- Crafted a distinctive brand identity, including the development of core brand messaging and visual elements that reflect the company’s mission and values.
- Successfully launched an initial landing page that serves as the cornerstone of our online presence, providing essential information and capturing leads to build our customer database.
- Outlined initial marketing campaigns aimed at generating awareness and interest, setting the stage for future comprehensive marketing efforts.
Executive Director, Beauty
Circana ( NPD+IRI)
8 2022 - 02.2024
- Account director & Portfolio Management for 3 Top Beauty Prestige Spanish Corporations (Estee Lauder, Shiseido, Puig) and Management, Coordination & Development of 2 European Headquarters (Shiseido & Puig)
- Consultancy role to support clients with their growth strategies for main beauty categories ( Fragrance, Skincare & Makeup)
Western Europe Premium Beauty Brands Director
Henkel
08.2019 - 08.2022
- Member of Regional ExCom Management team. Responsibility over 14 Western European countries and 12M€ P&L management. Management of 3 brands. Reporting to President of WE Region.
- Guarantee profitable growth in each country with brand focused organization & optimal resource allocation to ensure EBIT delivery. Streamline business opportunities, develop growth strategies & accelerated marketing initiatives to develop each band. Key role between Global and local organizations.
- Direct regional commercial strategies & Price harmonization to excel in driving revenues through all channels ( direct, Wholesale…) & brands.
- Build up a winning Education & Digital strategy ( seminars, events, look collections….) to maximize brand awareness relevancy in all the markets.
- Lead & coordinate a team of 20+ senior executives from countries ( matrixial reporting) and 4 direct reports.
Global Business Development Director. Premium Brands
Henkel
09.2017 - 08.2019
- Advised & executed a turnaround WW Professional strategy for premium brands. Reporting to Global VP Beauty Division.
- Designed & implemented a WW Selective go-to market strategy . Executed 3-year strategic plan that drove business to 10M€ in 2 years.
- Spearhead a new company commercial model “retail oriented”. Coordinated company’s 1st Legal selectivity contract and 1st company-wide harmonized price strategy to limit market diversion and parallel imports and created the 1st company-wide tracking system .
- Led & coordinated a team of 30+ senior executives located across 20+ countries and regions (EU, MEA , USA , APAC, and LataM).
Global Marketing , Communication & Alliances Director
Clarke Modet & Co. Intellectual property Services
10.2015 - 03.2017
- Member of Global ExCom Management team. Responsibility over 10 countries (Spain, Portugal and 8 Latam countries) and €62 MM P&L. 3 direct report, 10 indirect reports.
- Rebuilt Marketing department from ground-up through existing employees and leveraging 3rd party service providers for trending, creative and trade event services.
- Directed Internal rebranding & integrated Digital marketing plan propelling brand metrics to all-time highs: website redesign with +65% visits increase per month, 50+ International IP webinars, 110% increase social Media followers with 15MM impressions in 12 months
- Contributed to increase sales Prospecting by 30% and customer retention by over 10% (in less than 6 months) throughout company digitalization & new CRM program & Increased by 150% brand impact and value forging strategic alliances with Economical Press, domestic and International IP institutions and presence in International IP events (INTA, AIPPI…)
Marketing Director Luxury Brands
L'Oréal Luxury Pool Kerastase, Keraskin, Shu Uemura Art of Hair
10.2012 - 10.2015
- Led L’Oréal PPD Luxury Pool Brands to its fastest revenue & Profit growth period: driving operational excellence & fueling revenue growth at +3% YoY . Grew Haircare market share from 6,7% to 9,2% in 2 years. Managed 6 direct reports. €26MM P&L leadership ( €1.8MM Budget).
- Member of Regional European Business Steering Comitee.
- Pioneered a new channel approach by entering Selective Retail with the 1st WW Kerastase beauty stands in ' El Corte Ingles' ( WW best practice). Drove expansion from 1 to 9 POS in 3 years. Consistent merchandising, shopper experience, mystery shopper program, CRM & PR strategies that increased by 104% sell-out sales .
- Generated +15% YoY additional net Sell-in sales in existing POS through a successful client categorization, strong sales promotion plan & Best seller’s strategy.
- Blueprinted Digital, PR & media strategies resulting in # 1brand total Haircare, # 2 total Styling, # 3 total Hair .Hand-selected as advocate and spokesperson on the vision, heritage and culture of Kerastase brand.
Marketing Director
L'Oréal Professionnel
10.2011 - 10.2012
- Directed all MarCom efforts & go to market strategies for L’Oréal Professional. €52M P&L (€ 2.5M Marketing Budget). Led re-positioning & category management with all Cross-channel distribution partners (Field /KAM /Wholesalers /Distributors). Developed 14+ marketing team and other cross-functional teams.
- Achieved 20.6% market share (+0.5% vs Y-1.) Increased revenue growth by 2.5% ( vs -11% market negative growth)
- Member of Regional European Business Steering Comitee.
Marketing Director
L'Oréal Professionnel. Czech Republic, Slovakia & Hungary
10.2010 - 10.2011
- Blueprinted a new cluster organization that improved efficiency & operative performance by 15% vs Y-1 integrating 3 separated geographic strategies & teams (CZ, SK, HU) into 1 overall business growth strategy.
- Grew by 40% Hair color net sales LXL through revision of price structure . Reversed a 2 years negative trend of -20%.
- Captured additional €100M net sales and 250+ new POS gaining biggest Key Account. Definition of 3Y growth KA Business Plan.
International Marketing Manager
Shu Uemura Art of Hair. L'Oréal Headquarters Paris
10.2009 - 10.2010
- Drove business growth from 8 to 13 countries in 1 year. Increased net sales by 57%. 3y Business Plan guidelines for launching countries & Directed a game-changing consultative Make-up project to define launch viability of LPD Shu Uemura make up brand into DPP. Successfully limited & controlled the Company's Risk by €3+MM of logistics and Supply chain costs implementation.
Marketing Group Manager
L'Oréal Professionnel
10.2007 - 10.2009
Product Manager
Kerastase . L'Oréal
01.2006 - 10.2007
Education
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Digital Marketing Master
05.2020 - 05.2021
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IESE Executive Program (PDD)
02.2015 - 05.2015
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Strategic Management Program in Luxury Industries
02.2009 - 05.2009
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Business Administration ERASMUS
08.2004 - 05.2005
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Degree In Business Administration & Economics
09.1999 - 05.2005
Degree in Law
09.1999 - 05.2004
Skills
- Strategic planning & Execution
- Global Scope & Influence / Brand Scalability & re-structure
- Negotiation & Sales Management
- Revenue & Business Growth
- Channel Marketing
- P&L Management & Budget Planning
- Pricing & Cost model developing
- Customer acquisition & Retention
- Shopper marketing & Market Analysis
- Social-Digital media & Conventional media
- Strategic partnerships
- C-Level Engagement/ Management, Leadership & Team Building
- Marketing Channel Development
Timeline
Chief Marketing Officer Preventive Health Industry
Oakmond
02.2024 - Current
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Digital Marketing Master
05.2020 - 05.2021
Western Europe Premium Beauty Brands Director
Henkel
08.2019 - 08.2022
Global Business Development Director. Premium Brands
Henkel
09.2017 - 08.2019
Global Marketing , Communication & Alliances Director
Clarke Modet & Co. Intellectual property Services
10.2015 - 03.2017
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IESE Executive Program (PDD)
02.2015 - 05.2015
Marketing Director Luxury Brands
L'Oréal Luxury Pool Kerastase, Keraskin, Shu Uemura Art of Hair
10.2012 - 10.2015
Marketing Director
L'Oréal Professionnel
10.2011 - 10.2012
Marketing Director
L'Oréal Professionnel. Czech Republic, Slovakia & Hungary
10.2010 - 10.2011
International Marketing Manager
Shu Uemura Art of Hair. L'Oréal Headquarters Paris
10.2009 - 10.2010
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Strategic Management Program in Luxury Industries
02.2009 - 05.2009
Marketing Group Manager
L'Oréal Professionnel
10.2007 - 10.2009
Product Manager
Kerastase . L'Oréal
01.2006 - 10.2007
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Business Administration ERASMUS
08.2004 - 05.2005
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Degree In Business Administration & Economics
09.1999 - 05.2005
Degree in Law
09.1999 - 05.2004
Executive Director, Beauty
Circana ( NPD+IRI)
8 2022 - 02.2024