Nicolle Feria Pino
South Salem,NY
Summary
Experienced Digital-Native Executive with 18+ years experience. Expert in market expansion and optimization. Strategy development and execution. Highly successful at orchestrating complex marketing and promotional strategies across relevant channels including email, SEO, SEM, social, paid, digital media, display, CRM, etc. Able to effectively develop and execute upon business strategies, innovation roadmaps and expansion plans Responsible for martech stack, Consumer Insights, Market Intelligence and Advanced Analytics Forward-thinking, excellent communication and leadership skills, adept at relationship building. Experience in both Global and Regional roles and acute ability to engage others in the vision for transformation with focus on excellence in execution. P&L Ownership Senior Acquisition and Retention strategist Expert in driving insight-to-action mentality across teams. Member of Estée Lauder Companies LATAM, Enterprise Consumer Marketing & Data and Online Leadership Teams. Founding member of EstéeLauder Companies Multi-ethnic advisory board
Overview
16
16
years of professional experience
Work History
VP, E-commerce and Enterprise Marketing & Data
Estée Lauder Companies
03.2022 - Current
- In addition to previous responsibilities as Vice President Online (DTC.com, retailer.com, new business models and performance marketing), expanded scope to own the fully Integrated Media Strategy (Paid, Owned and Earned), Consumer and Market Insights and Growth strategy, CRM, Advanced Analytics, and Creative excellence for all the Estée Lauder Companies' brands
- Increased online penetration from -5% to ~20% in three years
- Grew ecommerce business 5x in three years
- Lead cross-functional teams for successful completion of major projects including new site, retailer launches, locally relevant campaigns and 360 Go-to-Market Strategies
- Cultivate strong relationships with key stakeholders, including customers, vendors, platform partners to promote collaboration and long-term success of our 20+ brands
- Collaborate with senior management to develop strategic initiatives and long term goals with robust KPI frameworks to track progress
- Negotiate high-value contracts that maximize profitability while mitigating risks for the organization
- Establish performance goals for unit and provide methods for reaching milestones.
- Manage financial planning and budgeting processes, ensuring fiscal responsibility and maximizing return on investments.
- Launch and accelerate Loyalty programming across several brands and markets
- Establish a culture of continuous improvement, fostering innovation and driving sustainable growth across the organization.
- Lead development of strategic marketing plans to raise brand awareness, drive sales and market share growth, and online penetration
- Own top to top relationships with Tik Tok, Meta, Snapchat, Google and Pinterest
- Responsible for opening over 100 new online doors in 5 years.
Vice President, E-commerce
Estée Lauder Companies
06.2020 - 03.2022
- Lead online expansion and distribution strategy in Latin America by identifying opportunities and developing regional road maps across direct-to-consumer channels, retail partners, third party platforms and omnichannel initiatives for various brands in portfolio
- Responsible for increasing online penetration and market share gains
- Positioned ELC with a first mover advantage entry to marketplace, Mercado Libre and Last Mile through Rappi and Corner Shop
- Developed and tested strategies to maximize brand equity and overall brand engagement and sales
- Collaborated with local and regional teams on Regional objectives to then assist in development of local strategy and implementation/execution of overall online activities
- Provided input to global ecommerce, digital and social marketing brand strategies
- Managed/grew online relationships with key retailers including Sephora
- Identified and implemented robust consumer journey experiences to engage omni-channel consumers
- Oversaw the Online Regional P&L, key stakeholder in budget planning and building
- Partnered closely with Global brand and functions including Finance, IT, Visual Merchandising, Enterprise Marketing
- Developed and drove performance media strategy and managed relationship with agency partners and Google, Meta, Tik Tok.
Executive Director, Global Consumer Engagement
Estée Lauder Companies
05.2017 - 03.2018
- Director, Global E/M Commerce and Digital Marketing [Jun 2015-May 2017]
- Manager, Global E/M Commerce [Feb 2014-Jun 2015]
- Responsible for Global Consumer Engagement (E/M-commerce, Digital marketing, Social media, Global Communications & Influencer relations) strategy and execution for #1 Prestige hair brand at Sephora
- Owned launch strategy and business goals for brand commerce sites and e-retailer.com sites
- Responsible for planning and execution of all digital marketing campaigns
- Launched new mobile-first website
- Increased online penetration and launched new buyer incentive program
- Owned omni-channel and social strategies
- Ideated award-winning online experiences
- Owned performance marketing channel strategies including affiliate marketing and social-selling programs
- Owned Social media and influencer strategies
- Leading prestige hair brand in EMV and highest engagement rate for paid media among competitive set.
Manager, E/M Commerce Prescriptives
Estée Lauder Companies
01.2013 - 02.2014
- Assistant Manager, E/M Commerce Prescriptives [Jan 2011- Jan2013]
- Collaborated on development of seasonal marketing calendars
- Responsible for all email marketing planning and CRM optimization
- Successfully managed the implementation of industry first Live Video Chat & Photo upload functionality
- Responsible for online marketing channels such as affiliates, SEO, and display advertising
- Partnered with SEM team & agencies such as Google and Facebook
- Launched a new website in rebranding campaign
- Collaborated closely with leads in Marketing, Finance, Planning, Design and Innovation, Customer Service, and Analytics
- Developed short and long term sampling programs.
Senior Manager
Spiegel.com, Spiegel Brands, Inc.
04.2008 - 10.2010
- Manager [Feb 2006-Apr 2008]
- Assistant Manager [Apr 2005-Feb 2006]
- Merchandising Assistant [Nov 2004-Apr 2005]
- Developed the e-commerce seasonal merchandising goals
- Responsible for the visual presentation of the brand’s online assortment
- Established and managed email plan
- Collaborated with the creative team on the development of images, content, features, emails, promotions, and category pages of the website
- Coordinated all product and feature launches
- Utilized web analytics tools
- Managed a team of Online Merchandisers
- Worked directly with external vendors.
Education
Associate in Applied Science - Fashion Merchandising Management
Fashion Institute of Technology, State University of New York
12.2003
Bachelor of Science, Summa Cum Laude - Business Administration, Concentration in Finance
University of Puerto Rico, Recinto de Rio Piedras
11.2002
Skills
- Strategic Planning
- Business Development
- P&L Management
- DTC, Whole Sale and Omnichannel Selling
- CRM
- Owned, Earned and Paid Media Strategy
- Affiliate marketing
- People Management
- Contract negotiations
- Budget Planning
- Google Analytics
- SEO Optimization
- Team Leadership
- Decision-Making
- Budget Oversight
- Metrics Tracking
- Business Storytelling
- Competitor Trends
- Project Management
- Revenue Generation
- Growth planning
- Business Planning
Professional Development
- Personal Brand Development Course, 2022
- Leading in High inflationary Context Course, 2022
- Unconscious Bias Course and Certification, 2020
- The William P. Lauder Business Symposium at Wharton, 2017
- General Assembly, 10-Week Digital Marketing course, 2016
- L2 Digital Leadership Academy, NYU Stern School of Business, 2016
- You, the Coach management course, 2017
- Powerful Presentations course, 2015
- Fierce Conversations course, 2015
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Portuguese
Limited Working
Timeline
VP, E-commerce and Enterprise Marketing & Data
Estée Lauder Companies
03.2022 - Current
Vice President, E-commerce
Estée Lauder Companies
06.2020 - 03.2022
Executive Director, Global Consumer Engagement
Estée Lauder Companies
05.2017 - 03.2018
Manager, E/M Commerce Prescriptives
Estée Lauder Companies
01.2013 - 02.2014
Senior Manager
Spiegel.com, Spiegel Brands, Inc.
04.2008 - 10.2010
Associate in Applied Science - Fashion Merchandising Management
Fashion Institute of Technology, State University of New York
Bachelor of Science, Summa Cum Laude - Business Administration, Concentration in Finance
University of Puerto Rico, Recinto de Rio Piedras
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