Summary
Overview
Work History
Education
Skills
Timeline
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LILIANE BECERRA

Washington, D.C.

Summary

Brand Management Specialist with expertise in multinational organizations, including CPG companies. Proven track record of leading cross-functional projects in product innovation, packaging redesign, and brand, and promotional campaigns. Skilled in using syndicated data, applying consumer insights, managing P&L, and tracking performance to drive business and brand growth.

Overview

13
13
years of professional experience

Work History

Brand Specialist

Inter-American Development Bank (IDB)
Washington, District Of Columbia
09.2021 - 09.2024
  • Executed a new brand strategy by leading the launch campaign of an updated brand manual to 35+ teams, ensuring consistent brand application across all touchpoints, including events and digital/print material.
  • Led corporate website relaunch project to streamline brand positioning and user experience, reducing content volume by 50% and increasing page traffic by 20%, aligned with new brand strategy.

Senior Brand Manager (Deodorants and Face Care Categories)

Beiersdorf - NIVEA
Lima, Peru
11.2016 - 12.2019
  • Directed a recovery plan for the face cleansing category by reinforcing product portfolio, consumer and trade promotions, in-store activations, and social media content, regaining the #1 position.
  • Supported a new go-to-market strategy by launching NIVEA's first deodorant sachet format for the low-income segment, doubling market share, and moving from #7 to #3 position.

Brand Manager (Shower & Body Care Categories)

Beiersdorf - NIVEA
Lima, Peru
03.2014 - 10.2016
  • Spearheaded the reformulation of the top-selling soap, conducting consumer research, managing packaging redesign, and updating claims, increasing the product margin by 5 points.
  • Drove product launch strategy for a new body product, targeting non- and irregular users through educational content and influencer partnerships, leading to a 4-point increase in market share.

Product Manager

PepsiCo Foods
Lima, Peru
01.2012 - 02.2014
  • Conducted the first local market research for Doritos in Peru, and provided data-based recommendations, including a product line extension that accounted for 20% of brand sales.
  • Led a revenue management project to optimize a top-selling snack's formula by executing a product packaging redesign and implementing pricing changes, resulting in a 3-point increase in profit margin.

Education

Master's degree - Integrated Marketing Communications

Georgetown University
Washington, D.C.
12.2021

Bachelor of Science - Industrial Engineering

Peruvian University of Applied Sciences (UPC)
Lima, Peru
07.2009

Skills

  • Brand and marketing strategy
  • Product development and management
  • Business analysis and reporting
  • Market research and data analysis
  • Project management
  • Financial planning and forecasting
  • Nielsen and Qualtrics expertise
  • Figma and Canva design skills
  • Power BI, Google Analytics
  • Spanish language skills

Timeline

Brand Specialist

Inter-American Development Bank (IDB)
09.2021 - 09.2024

Senior Brand Manager (Deodorants and Face Care Categories)

Beiersdorf - NIVEA
11.2016 - 12.2019

Brand Manager (Shower & Body Care Categories)

Beiersdorf - NIVEA
03.2014 - 10.2016

Product Manager

PepsiCo Foods
01.2012 - 02.2014

Master's degree - Integrated Marketing Communications

Georgetown University

Bachelor of Science - Industrial Engineering

Peruvian University of Applied Sciences (UPC)

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