Mariae Caballero
New York
Summary
Results-oriented leader with 15+ years driving global business growth through innovative partnerships and commercial strategies across North America, Latin America, Europe, and Asia. Proven success in scaling AI-powered skin care technologies, and wellness and beauty brands, by building high-impact, cross-functional alliances, leading international teams, and delivering multimillion-dollar revenue growth. Expert at aligning partnership visions with corporate goals, fostering R&D collaboration, and closing complex commercial deals.
Overview
20
20
years of professional experience
Work History
AVP Business Development
Evelab Insights
New York
06.2024 - Current
- Plan and execute Evelab Insight business expansion in North America. Responsible for Sales, Marketing and Account Management. Developed and implemented sales strategies for the AI powered skin analyzer device, resulting in a 20% year-over-year increase in revenue in the US in 2024.
- Develop brand awareness among skin care brands and beauty retailers. Secured partnerships with Dr. Sturm (Puig), Revive, OneSkin, Estee Lauder, Vantage and Heyday Spas. Worked with partners’ R&D, innovation, marketing and clinical teams in tech validation and project implementation.
- Led efforts to create and maintain existing accounts. Establish and manage a robust sales pipeline, define and report on KPIs providing actionable insights to optimize sales and marketing efforts. Manage negotiations and collaborate with Legal on partnership agreements.
- Main liaison between the US Team and HQ cross-functional teams based in Asia.
Senior Business Development Director Global
Perfect Corp
New York
01.2020 - 05.2024
- Led global sales strategy and business development for AI powered beauty/wellness tech platform, driving triple-digit revenue growth.
- Designed and executed high-impact digital sales strategies with enterprise partners, including leading the enterprise deal for Coty valued at $3.5 million across 12 brands, including Gucci, Burberry, Bourjois, Rimmel, Kylie and Lancaster.
- Established strong partnerships and strategic digital roadmaps with key global accounts such as Boots, Avon, Shoppers Drug Mart, Natura, ULTA, and Estee Lauder, driving revenue growth and exceeding sales targets.
- Managed a team of four direct reports. Attended major industry trade shows and conferences.
Business Development Director
Perfect Corp
New York
01.2020 - 01.2021
- Initiated and maintained strong relationships with key client stakeholders of global beauty brands and retailers integrating our Beauty Tech solutions into e-Commerce sites, in-store displays and brand apps, managing all elements of the onboarding process from conception to launch.
- Developed proposals, accurately articulated Perfect Corp’s value proposition, and technology solutions at the executive level (C-suite) to win multi-year license contracts.
- Collaborated with cross-functional teams globally to ensure client success and repeat business.
Commercial Director, International
Walgreens Boots Alliance
New York
01.2017 - 01.2019
- Achieved annual sales goals and launched private label beauty brands in over 1300 stores in the Latam region, driving 85% growth in 18 months.
- Led the commercial and marketing management of Global Consumer Brands: Beauty, Personal Care, Sun and Baby categories.
- Managed business relationships with retailers and supported the planning and execution of commercial and marketing initiatives.
- Optimized the promotion and pricing strategy as well as the integrated marketing plan across all consumer touch points. Managed four direct reports based in the UK, USA and Mexico.
Associate Director Sales & Marketing, International
Erno Laszlo
New York
01.2015 - 01.2016
- Led the brand development of direct retail and travel retail accounts in Europe (UK, Germany, Spain and Italy) and Asia (China, Hong Kong, Singapore, Taiwan, Malaysia).
- Managed sales, merchandising, promotions, creative, marketing and PR/social assets.
- Provided feedback from international partners to help guide cross-functional teams in NY.
- Initiated forecasting and collaborated with finance to understand international distributor sales priorities. Managed annual budget.
- Assessed the international competitive environment and internal data to collaborate with marketing and new product development in the creation of travel retail exclusives, promotional programs and pricing recommendations.
Market Manager, Latin America
Bath & Body Works & Victoria’s Secret Beauty
Buenos Aires
01.2014 - 12.2014
- Delivered ongoing coaching and support as brand expert to retailers and sales teams in Argentina, Brazil, Chile, Uruguay, and Paraguay to ensure flawless execution of in-store international marketing campaigns.
- Reviewed sales performance (travel retail & local markets), analyzed results, and created effective action plans to boost company revenue.
- Liaised with the global team in the United States and the regional team in Latin America to ensure brand consistency and active communication.
Area Manager, Travel Retail, Latin America
Bath & Body Works & Victoria’s Secret Beauty
Buenos Aires
01.2010 - 12.2014
- Launched the Bath & Body Works Brand internationally.
- Opened 60 new Victoria’s Secret stores in Latin America.
- Maximized all aspects of the business including location, store design, promotions, merchandising, pricing, staffing and margins through successful commercial negotiations.
- Fostered commercial relations with Duty Free Partners, including coordination of launches and strategic initiatives.
Marketing Manager, Global Market Development
Bath & Body Works & Victoria’s Secret Beauty
Buenos Aires
01.2007 - 12.2009
- Executed successful marketing campaigns for local market, global development, and travel retail, resulting in the Victoria’s Secret brand becoming the #1 beauty brand in travel retail in the Latam region.
- Established consumer recognition of the brand by developing sales and marketing materials to support existing products and new launches.
- Increased bottom-line profits by managing marketing budgets and expenditures.
Associate Global Marketing Manager, Personal Care
Avon
New York
01.2005 - 01.2007
- Managed product development for Footworks. Led the brand relaunch, resulting in increased revenue of $100 million globally.
- Designed packaging for company’s flagship product Skin So Soft, resulting in $180 million global revenue.
- Enhanced consumer product awareness/recognition by guiding creation of marketing/sales, and brochure platforms.
Education
Master of Professional Studies - Cosmetics and Fragrance Marketing and Management
Fashion Institute of Technology
New York, NYMaster of Arts - Global Marketing Communication and Advertising
Emerson College
Boston, MABachelor of Science - Business Administration (Marketing and Management)
University of South Carolina
Columbia, SCSkills
- Business Development
- Strategic Planning/Analysis
- Account Management
- Forecasting
- Project Management
- Team Management
- Relationship Building
- Budgeting & Financial Planning
- Competitive Intelligence
- Negotiation
- Entrepreneurial
Timeline
AVP Business Development
Evelab Insights
06.2024 - Current
Senior Business Development Director Global
Perfect Corp
01.2020 - 05.2024
Business Development Director
Perfect Corp
01.2020 - 01.2021
Commercial Director, International
Walgreens Boots Alliance
01.2017 - 01.2019
Associate Director Sales & Marketing, International
Erno Laszlo
01.2015 - 01.2016
Market Manager, Latin America
Bath & Body Works & Victoria’s Secret Beauty
01.2014 - 12.2014
Area Manager, Travel Retail, Latin America
Bath & Body Works & Victoria’s Secret Beauty
01.2010 - 12.2014
Marketing Manager, Global Market Development
Bath & Body Works & Victoria’s Secret Beauty
01.2007 - 12.2009
Associate Global Marketing Manager, Personal Care
Avon
01.2005 - 01.2007
Master of Professional Studies - Cosmetics and Fragrance Marketing and Management
Fashion Institute of Technology
Master of Arts - Global Marketing Communication and Advertising
Emerson College
Bachelor of Science - Business Administration (Marketing and Management)
University of South Carolina
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