Belen AMAYA

• Drive brand strategy, creative concepts, and go-to-market strategies for Costa Brazil fine fragrance and
personal care products, leading workstreams from brief development to delivery
• Manage and lead product innovation 3-year pipeline from ideation, product testing + feedback, pricing,
packaging design, timelines, stage gate and 360 launch campaigns
• Evaluated and analyze consumer preferences and behaviors, combined with market trends, price, size,
ingredients and claims to adjust and enhance brand positioning
• Developed creative presentations, trend reports, product data sheets for Costa Brazil and Rose Inc
• Coordinated with design and media teams to develop high-quality creative assets
• Collaborate with sales and marketing teams to develop strong product positioning & messaging for product
launches that resonate with customers and achieve company growth objectives
• Manage artwork development and coordinate with the creative team on artwork approval process
• Built relationships with vendors, advertising agencies and leading industry partners
• Managed budget allocation and resource utilization to maximize marketing ROI
• Saved $2MM by implementing cost-saving initiatives that addressed long-standing problems

• Lead product development of 12 beauty and specialty retailers
• Analyzed market and competitive trends to identify product needs, gaps and whitespace opportunities
• Provided technical support customized to each brand's vision
• Analyzed customer feedback and market trends to make informed decisions about product and brand
• Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability

• Lead Fragrance, formulation and packaging development for Axe, Dove and Degree Deodorants
• Independently analyzed decrease on sales for Axe Deodorant, discovered root cause and implemented new
strategy focused on sustainability
• Worked with global cross-functional teams to gain alignment and move initiatives from product ideas to
commercialization for Dove, Axe, Degree Deodorants
• Identified and driving opportunity that will avoid > $12 MM in inflation driven raw material costs
• Built impactful claim support dossiers and technology demonstrations in support of major product launches
• Lead consumer research initiatives to validate and improve concepts and product

• Used critical thinking to break down problems, evaluate solutions and make decisions in formulation
  development for skin care, hair and home care

• Develop innovative formulas for skin care and hair care