GABRIELA JORDA WHEELER
Paris,ID
Summary
Results-driven Marketing Director with over 18 years of experience in brand management, business growth, and global expansion. Proven track record of successfully overseeing a multi-brand, multi-axis luxury portfolio across diverse continents and more than 100 markets, showcasing significant expertise in the beauty industry. Skilled in crafting and executing global marketing strategies that effectively incorporate local market nuances while leading cross-functional teams to achieve ambitious objectives. Committed to driving innovation and delivering measurable results in highly competitive environments.
Overview
21
21
years of professional experience
1
1
Certification
Work History
EMEA Export Marketing Director
Shiseido Group
06.2014 - Current
- sDevelop and execute global, 360 omni-channel strategies & provide direction for marketing, digital/social, ecommerce, visual merchandising, trade and overall brand positioning in +50 Export markets, for the prestige brands within the Shiseido Group portfolio (bShiseido, narciso rodriguez, Issey Miyake, Zadig & Voltaire, Serge Lutens, Dolce & Gabbana, Nars, Drunk Elephant, Bare Minerals, Laura Mercier, Buxom (and previously Elie Saab & Alaia)
- Managed +15 member team and +30 distributors based in +50 countries, over 4 geographical regions (Scandinavia, Mediterranean, Central Europe & ex-CIS, Africa, and previously Russia & Middle East) to ensure successful revenue growth of budget over 100M€.
- Successful P&L management to ensure cost optimizations, improved ROI, and correct allocation of resources according to brand model and market
- Contributed to the integration of brands (Dolce & Gabbana, NARS, Laura Mercier, Buxom, Nars, and Drunk Elephant) within the portfolio, but also handled the exit of several of them (Dolce & Gabbana, Orveon Brands, Alaia, Elie Saab) within Shiseido EMEA (tam structures, harmonization of processes, etc).
- Participated in the opening of both Russian and Middle East subsidiaries (team structure, processes, setup, guidelines, transition).
- Responsible for brand model adaptations (acceleration of digital and new levers, changes within distribution channels) in existing markets. Contributed to identifying business development opportunities and launching brands in new markets with specific models adapting to brand & local specificities
- Orchestrated all business development activities for brand launches in new markets (NARS in Israel & South Africa, bare minerals in Poland, Laura Mercier in Denmark, NARS roll-out in Scandinavia, Drunk Elephant in Europe, among many others)
GLOBAL Retail Development Manager
Shiseido Group
06.2013 - 06.2014
- Creation of the global strategy for the B&M customer experience for the Designer Fragrance Brands (narciso rodriguez, Jean Paul Gaultier, Issey Miyake, Zadig & Voltaire, Elie Saab & Alaia), permanent and temporary.
- Coordination of all retail expert poles (merchandising, training, PLV) to ensure a successful consumer experience in line with brand requirements and local market specificities.
- Close collaboration with Marketing & Retail Teams for the creation of impactful 360° packages to support both core and novelty support within the brand Marketing Plans.
- Creation of a Global Retail Expert Taskforce, consisting of +20market members with main objectives to follow/consolidate market trends and identify best practices within the sector.
EMEA Regional Sales Manager - Travel Retail
Shiseido Group
08.2008 - 06.2013
- Responsible for the correct implementation of brand strategies in +30 Travel Retail markets and corresponding channels (airports, ferries, airlines) in Europe & Africa
- Achieved regional sales objectives of over 15M€ by coordinating sales teams, developing successful strategies, and servicing accounts to strengthen business relationships accross different markets & channels of distribution
- Management of P&L of the accounts within the scope (including Heinemann & UK airlines) and all local negotiations (visibility, beauty consultants, merchandising, commercial offers, space rentals, etc) for increased ROI and budget optimizations, while achieving marke share objectives
- Direct Management of 5 Travel Retail Supervisors and +50Beauty Consultants,
LATAM & CARIBBEAN Sales Manager - Local Markets
Shiseido Group
03.2004 - 08.2007
- Responsible for the correct implementation of brand strategies in 14 local &travel retail markets within the Latin America, Caribbean & Dom Tom region
- Increased sales revenue by 25% on a budge of 8M€, while signficainly optimizing P&L management for the brand portfolio (Issey Miyake & Jean Paul Gaultier parfums) within the perimeter
- Carried out the successful brand market launch of the narciso rodriguez brand in +8markets, within mentioned perimeter and with a specific tailor made strategy considering the lack of brand awareness in the region
- Responsible for the mangement of 2 Travel Retail Supervisors, +15 beauty consultants, +8 distributors
Education
Masters of Business Administration (MBA) - Luxury Brand Management
ESSEC Business School
Cergy Pontoise, France07.2008
Bachelor of Arts - International Business
Florida International University
Miami, FL07.2001
Skills
- Global marketing strategy & planning
- Strategic business development
- Project management
- Effective communication
- Cross-functional leadership
- Partnership development & management
Certification
Leading Digital Marketing Strategy
INSEAD Executive Education
Languages
Anglais
Native or Bilingual
Espagnol
Langue maternelle
Français
Courant
Additional Information
Travelling, Sailing, Reading
Timeline
EMEA Export Marketing Director
Shiseido Group
06.2014 - Current
GLOBAL Retail Development Manager
Shiseido Group
06.2013 - 06.2014
EMEA Regional Sales Manager - Travel Retail
Shiseido Group
08.2008 - 06.2013
LATAM & CARIBBEAN Sales Manager - Local Markets
Shiseido Group
03.2004 - 08.2007
Masters of Business Administration (MBA) - Luxury Brand Management
ESSEC Business School
Bachelor of Arts - International Business
Florida International University
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