Vanina Capristo Ampuero
DIGITAL CHANNEL & RETAIL MEDIA SPECIALIST
Santiago
Summary
With a solid background in marketing and trade marketing in the consumer packaged goods (CPG) industry, I have spent the last 5 years refining my skills in developing and executing digital channel and retail media strategies for luxury beauty brands in the Chilean market. My expertise covers fragrances, makeup, skincare, and haircare, giving me a well-rounded omnichannel perspective. As a curious and dedicated learner, I continually strive to expand my knowledge and stay ahead of industry trends. With strategic and creative thinking, supported by strong analytical skills, I consistently deliver impactful results. Throughout my career, I have successfully managed cross-functional teams and collaborated with agency partners to drive success. Additionally, I am Argentinean with Chilean permanent residency.
Overview
22
22
years of professional experience
8
8
years of post-secondary education
5
5
Certificates
3
3
Languages
Work History
Digital Channel & Retail Media Manager
Brightstar Chile
01.2021 - 01.2024
- Development & execution of Business & Digital Strategies for 21 brands in the 4 beauty categories: Fragrances, make up, skincare, haircare in the Chilean Market
- 1P business model: Falabella, Paris, Ripley, abc, Hites
- 3P model: Mercadolibre through FBM
- Retail media strategy development, execution & measurement
- Budget Management
- Build & develop healthy & sustainable relationship with partners
- Mentored junior team members, fostering a collaborative and positive work environment that encouraged ongoing professional development.
- Analyzed campaign performance data to identify areas for improvement and optimize future strategies.
- Managed budgets for all media campaigns, ensuring optimal allocation of resources and costefficiency.
- Increased brand visibility by developing and executing strategic media plans across various platforms.
Founder
GrowthA
01.2021 - 12.2021
- Developed my own consulting agency specialized on Mercadolibre & Digital Marketing that helped small-medium sized companies from Chile, Mexico & Argentina to sell better and more efficiently in their online & offline channels
- Http://www.growtha.io
Founder
@ctivaTe
01.2020 - 12.2020
- Developed my owned Company: A Marketplace to help professional mothers with busy agenda to keep them active and healthy.
Marketing & Sales Manager
BrightStar Group Chile
01.2015 - 12.2019
- Responsible for Marketing, trade marketing and sales strategy for COTY'S y SHISEIDO'S luxury brands DOLCE & GABBANA, GUCCI, HUGO BOSS, LACOSTE, NARS and SISLEY through the main Chilean retailers: Falabella, Paris, Ripley, La Polar and Hites
- Accountable for Trade marketing and sales department set-up and leadership
- (250 people including supervisors, salespersons and administration)
- Created comprehensive sales training programs, empowering team members to excel in their roles and contribute to company growth.
Marketing & Sales Manager
British American Tobacco (BAT)
01.2002 - 12.2014
- Accountable for 1 & 2 Brand for BAT Argentina (2 larger market in South America) and for the company's 80% market share, managing a group of 10 brands (Jockey, Parisiennes, Gitanes, Viceroy among others)
- Managed a high-performing marketing team to execute successful product launches and promotional events.
- Experience in leading cross-functional teams within the company and agencies (OgilvyActionYunes, Grey, Interbrand, JQB Venezuela)
- Set up of the 1st Telesales channel for Argentinean market
- Conducted market research to identify trends, opportunities, and competitive landscape insights for informed decisionmaking.
- Implemented data-driven decision-making processes, analyzing metrics to refine marketing efforts and drive results.
Education
Master of Science - Digital Marketing, e-Commerce & growth
OBS Business School & Universitat De Barcelona
Barcelona 05.2020 - 05.2021
Mercadolibre Certified Consultant - Ecommerce
Digital House
Argentina 03.2021 - 11.2021
Facebook Blueprint & Google Ads & Google Analytics - Digital Marketing
GOOGLE
Chile 09.2021 - 10.2021
Certified Salesforce Marketing Cloud E-mail Specialist - Digital Marketing
SALESFORCE
Chile 03.2020 - 09.2020
Founder Institute -
Silicon Valley Start-up Accelerator
Santiago, Chile 05.2020 - 12.2020
Marketing Digital specialization -
University of Illinois
Illinois, USA 04.2015 - 10.2015
Post-graduate degree - Marketing
Pontificia Universidad Católica
Buenos Aires, Argentina 03.2006 - 12.2006
Bachelor - English Language
UADE
Buenos Aires, Argentina 04.2000 - 06.2004
Skills
Marketing strategy
Accomplishments
AS A DIGITAL CHANNEL & RETAIL MEDIA MANAGER
- FY22: the greatest increase in Fragrance sales in the e-market (x5 over market)
- FY23: the highest market share gain in the make-up category (+1,9pp) driven by ABH
- 1H24: 37% increase in Fragrances over e-market, led by performances from Falabella(+24%) & Mercadolibre (+45%).
- Average annual ROI of 8
AS A MARKETING & SALES MANAGER
- Positioning 2 strategic brands into the top 10 ranking within a year, with the greatestgrowth of their category and exceeding the average market growth.
- +50% sales volume growth of strategic brands (2017 vs 2016)
- COTY Prize: “Distributor with the greatest market share growth 2017” $ “Best BeautyConsultant Incentive & training Program 2017 y 2018”.
- SHISEIDO Prize: “Distributor with largest gains in rankings in Fragrance segme
Certification
Email Marketing Certification – Salesforce Academy.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Facebook Blueprint Certification - Facebook.
10-2021
Facebook Blueprint & Google Ads & Google Analytics - Digital Marketing
GOOGLE
09.2021 - 10.2021
Mercadolibe Certification - Digital House Institute.
08-2021
Google Analytics Individual Qualification (IQ) - Google.
07-2021
Mercadolibre Certified Consultant - Ecommerce
Digital House
03.2021 - 11.2021
Digital Channel & Retail Media Manager
Brightstar Chile
01.2021 - 01.2024
Founder
GrowthA
01.2021 - 12.2021
Email Marketing Certification – Salesforce Academy.
08-2020
Master of Science - Digital Marketing, e-Commerce & growth
OBS Business School & Universitat De Barcelona
05.2020 - 05.2021
Founder Institute -
Silicon Valley Start-up Accelerator
05.2020 - 12.2020
Certified Salesforce Marketing Cloud E-mail Specialist - Digital Marketing
SALESFORCE
03.2020 - 09.2020
Founder
@ctivaTe
01.2020 - 12.2020
Digital Marketing Certification - Coursera
10-2015
Marketing Digital specialization -
University of Illinois
04.2015 - 10.2015
Marketing & Sales Manager
BrightStar Group Chile
01.2015 - 12.2019
Post-graduate degree - Marketing
Pontificia Universidad Católica
03.2006 - 12.2006
Marketing & Sales Manager
British American Tobacco (BAT)
01.2002 - 12.2014
Bachelor - English Language
UADE
04.2000 - 06.2004
Languages
Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
Portuguese
Beginner (A1)
Trailhead
https://trailhead.com/me/vcapristo
Training
- SQL, Udemy, 2020
- Hootsuite Platform Training, 2019
- Instagram Marketing, Udemy.com, 2019
- Leadership Development Programme, AEC, Unknown
Trailhead
https://trailhead.com/me/vcapristo
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