NASHELLY MESSINA
70 E 10th Street,NY
Summary
Visionary leader with proven track record in steering organizations toward success through strategic planning and effective management. Skilled in building cohesive teams, driving innovation, and enhancing operational efficiency to achieve business objectives. Demonstrated ability to transform challenges into opportunities, driving impact on company growth and profitability.
Overview
25
25
years of professional experience
Work History
Vice President, Brand Engagement Lead
L'Oréal Paris, LUSA
NY, NY
06.2022 - Current
- Executive brand leader overseeing all Brand Engagement levers, inclusive of Influencer, Advocacy, PR, Social, Content, and Philanthropy.
- Launched TikTok shop, sustaining the #2 ranking within LUSA brand in sales. Drove sellout of viral products via strategic affiliate marketing.
- Implemented scale seeding pilot for haircare, targeted to micro/nano, driving advocacy rankings for the category to #1.
- Led VIP Influencer Strategy with long-term partnerships for Skincare resulting in a +260% sales lift for Age Perfect and a +23% lift for the baseline. (i.e. Bethenny Frankel.)
Vice President, Consumer Engagement Lead
IT Cosmetics, LUSA
NY
10.2019 - 06.2022
- Drove digital acceleration across key social channels with robust 360 activations for all launches and reanimations.
- Led the vision and execution of winning social campaigns and strengthened SOV, contributing to the increase of brand awareness from 17% to 42% since 2019.
- Spearheaded influencer and advocacy strategy and campaigns on key social platforms at scale for launches and core, exceeding KPIs YOY for owned, earned, and paid.
- Evolved brand's tone of voice to become more inclusive, retaining ITC core consumer while recruiting new, improving brand ranking +39 points since 2019 in COOLIQ.
- Engineered recruitment of Gen Z and Millennial audiences for brand on TikTok, amplifying seeding by 170%, conceptualizing A+ campaign driving 12.2% ER (8X higher than bench).
- Launched brand's first affiliate long-term campaign, delivering a $1.80 ROAS in 2021; today positioned as an always-on conversion strategy.
- Managed and led Live-Selling efforts at scale, inclusive of launching IG Checkout and scaling activations like Amazon Prime Day by contracting top-converting influencers.
AVP, Social, Content & Influencer
Maybelline Global, LUSA
NY, NY
03.2016 - 10.2019
- Led brand's Social & Content strategy and execution of all Global social-first campaigns across all digital platforms.
- Created in-house content and social production team structure, driving 40% savings YOY, generating agile content in real time inclusive of tutorials, still life, and e-commerce.
- Re-defined brand's education strategy on YouTube, conceptualized and created global video series, Makeup On The Way, leveraging artistry and influencers.
- Launched brands first global influencer program, exceeding 30M in reach, driving over $8M EMV per activation and 11.5X ROI.
- Led the merge of 48 global IG accounts to 1 Maybelline Global driving higher consumer discoverability, centralized brand voice; becoming #1 in interactions and #2 in followers.
Creator and Editor of Blog
Fabulatina.com
NY
03.2013 - 03.2016
- Digital bilingual content creator for brands such as Target, Smart Water, Caress, and ShoeDazzle.
- Contributing lifestyle writer for People, E!, BuzzFeed, Bustle, and PopSugar.
AVP, Digital
Full Picture
NY
03.2013 - 12.2015
- Led editorial strategy and execution of digital content for beauty and tech clients.
- Launched influencer strategy; managed all talent negotiations, and developed influencer network for agency.
Director, Integrated Marketing Communications
L’Oréal Paris, LUSA
NY , NY
06.2011 - 03.2013
- Led content strategy, development, and execution of the brands’ video digital content across all categories.
- Managed content production agency on the execution of all video production
- Led the strategy and execution of CSR
Various Roles
L’Oréal Paris
02.2000 - 06.2011
- Held roles at L’Oréal Paris from Coordinator to Senior Mgr in Integrated Mktg Communication function
Education
Bachelor of Arts - Media & Communications
Queens College
New York, NY05.1999
Abroad Program
Universidad Antonio de Nebrija
Madrid, Spain01.1998
Skills
- Project Management Lead
- Budget Management
- Agency Relationship Management
- Data Analysis
- Corporate Branding and Equity Oversight
- Crisis Management
Languages
Spanish, Fluent
Timeline
Vice President, Brand Engagement Lead
L'Oréal Paris, LUSA
06.2022 - Current
Vice President, Consumer Engagement Lead
IT Cosmetics, LUSA
10.2019 - 06.2022
AVP, Social, Content & Influencer
Maybelline Global, LUSA
03.2016 - 10.2019
Creator and Editor of Blog
Fabulatina.com
03.2013 - 03.2016
AVP, Digital
Full Picture
03.2013 - 12.2015
Director, Integrated Marketing Communications
L’Oréal Paris, LUSA
06.2011 - 03.2013
Various Roles
L’Oréal Paris
02.2000 - 06.2011
Bachelor of Arts - Media & Communications
Queens College
Abroad Program
Universidad Antonio de Nebrija
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