María Alejandra Peña Piza

• Developed the company's strategic and growth plan for 2024-2028.
• Conducted customer segmentation and developed commercial strategies.
• Defined the company's value proposition.
• Performed market analysis and sizing for LATAM and the USA.
• Presented market trends and the product portfolio.
• Expanded business in life sciences, focusing on raw materials for cosmetics, personal care, and perfumery.
• Managed customer relationships, understanding their objectives, and aligning them with current market trends.
• Conducted market research and initial product conceptualization based on client needs.
• Mapped new clients and identified business opportunities.
• Researched and analyzed exports and imports using tools such as Sicex, Datamyne, and Volza for market insights.
• Analyzed the competition and identified expansion opportunities.
• Reviewed the product portfolio and searched for new product development and supplier opportunities.
• Prepared briefs for local and international suppliers.
• Analyzed trends and statistics at local and global levels to develop proposals.
• Created presentations for clients on trends, branding, and strategic project planning.
• Conducted meetings with clients, both remotely and in person, to establish project groundwork.

Most notable achievement: Successfully mapped markets in Brazil, México, and the USA.

• Spearheaded packaging innovation initiatives, exploring solutions that enhance product functionality, sustainability, and consumer appeal while adhering to regulatory and logistical requirements.
• Led the reformulation of existing products, conducting efficacy and stability testing to ensure quality.
• Designed experiments to guarantee product quality and performance.
• Performed cost analysis, homologation of raw materials, and supplier changes to optimize resources.
• Coordinated production processes, overseeing the scaling up from laboratory to pilot and industrial plants, and managing maquilas .
• Developed and adjusted dossiers for existing products.
• Formulated new products and designed a B2B portfolio, including a product line for hotels, and trained the commercial team.

Most notable achievement: Successfully launched a new B2B product line and reformulated household products.

• Enhanced brand awareness by developing and executing strategic marketing campaigns.
• Supported brand marketing initiatives that drove and promoted specific market agenda.
• Increased customer engagement through the creation of targeted social media content and promotions.
• Organized product launches that garnered attention from both consumers and industry professionals alike.
• Analyzed market trends and competitor data, making informed recommendations for future marketing initiatives.
• Developed comprehensive go-to-market strategies for new products, ensuring successful introductions and rapid adoption by target audiences.
• Coordinated influencer partnerships that resulted in increased brand exposure among target demographics.
• Trained sales representatives in optimal product presentation techniques, leading to more effective sales pitches at trade shows or during client meetings.
• Conducted competitive product analysis for prospects.
• Designed visually compelling presentations to showcase campaign results for key stakeholders.
• Researched and evaluated potential new markets and products.
• Identified appropriate marketing channels and target customers for campaigns.

Most notable achievement: Development of a new business model based on B2B and B2C market analysis

• Launched new products into the market with well-executed go-to-market strategies, driving rapid adoption and revenue growth.
• Conducted regular competitor analysis to identify opportunities for differentiation and growth within the market space.
• Developed innovative product packaging designs that improved overall customer experience and brand perception.
• Streamlined internal processes for efficiency, enabling faster response times to changing market conditions and customer needs.
• Created engaging visual assets for use across digital channels, significantly enhancing user experience on websites and social media platforms.
• Analyzed market trends and consumer behavior to optimize brand positioning for maximum impact.

Most notable achievement: Attaining over 15,000 followers on Instagram and increasing sales by 35%

• Identified opportunities by constantly scanning the market for emerging trends, consumer needs, and technological advancements to inspire innovative product ideas.
• Managed the entire product development lifecycle from concept to commercialization, ensuring timely execution and optimal resource allocation.
• Collaborated closely with R&D, marketing, supply chain, and regulatory teams to bring new products to market.
• Conducted market research and analysis to understand consumer preferences, behavior, and the competitive landscape in LATAM markets.
• Formulated and developed new B2B strategic projects, including new lines of facial, home, perfumery, and body care products for PAT PRIMO and SEVEN SEVEN brands.
• Developed product briefs for various clients and the company's own brand.
• Approved suppliers, managed procurement, and established contact with new suppliers to expand the current portfolio, including international suppliers from IN COSMETICS 2022.
• Developed a new B2C line of fine perfumery products.

Most notable achievement: Successfully launched We Love and PASH products.

• Managed budgets and resources effectively to ensure that New Product Development (NPD) projects were delivered within cost and timeline constraints.
• Collaborated closely with cross-functional teams and external partners (e.g., chemists, legal advisors, packaging suppliers) to address regulatory compliance, packaging challenges, and other technical issues.
• Ensured new products met regulatory standards, safety requirements, and quality benchmarks.
• Directed and managed the operations department during the Christmas season, ensuring seamless production with 1 SKU per launch.
• Coordinated and controlled project development across various departments, including Distribution Center (Cedi), Online (Web Page), Production (Maquilas and own plant), Research & Development (New Products), Planning, Purchasing, and Logistics (International and National).
• Managed personnel (1/2 of the company, 34 people), formulating strategies to achieve business objectives and ensuring efficient and timely purchase of materials and resources.
• Formulated and developed a new brand for the B2C company Skinbuddy, a low-cost skincare brand.

Most notable achievement: Successfully launched the Skinbuddy brand.

• Planned, executed, and followed up on the home care project for Falabella.
• Designed and formulated ambiance candles, home perfumes, and linen waters.
• Conducted project cost analysis and managed suppliers.
• Developed briefs and conducted pricing analysis to evaluate product options in the market.
• Formulated new cosmetic and toiletry products, ensuring quality and efficiency parameters.
• Sourced and identified suppliers based on current trends.

Most notable achievement: Successfully launched Falabella home care products and ambiance solutions.

• Packaging Innovation: Exploring innovative packaging solutions that enhance product functionality, sustainability, and consumer appeal while meeting regulatory and logistical requirements
• Franchise project management, follow-up and review, commercial and resource manual for the opening of new national and international markets
• Design and formulation of new projects, creation of skincare products for women, body care and development of new fragrance lines
• Trainer of new products and implementer of the University platform in Moodle (platform for general training of the company's marketing, commercial and research and development areas)
• Project cost analysis and supplier management
• Design and development of the production plan according to the strategic plan defined by the commercial and operations area

Most notable achievement: Launch of online university and facial care line for women.

• Creation of personal care product portfolio, definition of brand philosophy and development of new product line for men, body care and baby care
• Elaboration of brief and pricing analysis to evaluate product options in the market
• Formulation of new cosmetic and grooming products ensuring quality and efficiency parameters
• Trainer of the retail team, coordinator of production and management of maquilas
• Leader of new projects (Extraction of essential oils with communities)

Most notable achievement: New line of products for men (Shaving Line), body care and baby care (Products for sensitive skin).

• Design and formulate new products according to the design and conceptualization ensuring that it meets the requirements of the project brief
• Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points
• Formulation of food and cosmetic products, homologation of raw materials and scaling of processes from the laboratory to the industrial plant
• Coordinate and execute projects involving stakeholders in the food and cosmetics industries.
• Evaluated customer needs and feedback to drive product and service improvements
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging
• Collaborated with cross-functional teams to identify opportunities for process improvement and increased efficiency.
• Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives

Most notable achievement: New product line with cannabis, natural and sustainable product design.

• Formulated and developed new natural products aligned with market requirements and conceptualized designs.
• Successfully managed multiple projects concurrently, ensuring timely completion and adherence to stringent quality standards.
• Conducted homologations of synthetic raw materials for natural colorants and specific actives, meticulously identifying physicochemical properties of the final product.
• Coordinated manufacturing processes with suppliers and maquiladoras for diverse product lines.
• Documented and meticulously balanced costs associated with product development to ensure adherence to budgetary constraints.

Most notable achievement: Spearheaded research on natural active ingredients, specifically plant oils, for the innovative Elixir featuring vegetable oils.

• Successfully managed multiple projects simultaneously by prioritizing tasks according to urgency, resource availability, and alignment with organizational goals
  Monitored progress against established goals, adjusting schedules and resources as needed to keep projects on track
• Spearheaded a research project focused on the compositional analysis of fruit waste and the extraction of essential oils.
• Evaluated the quality of essential oils and contributed to formulating cosmetic products incorporating extracts and essential oils.
• Provided detailed project status updates to stakeholders and executive management

Most notable achievement: Innovatively developed and extracted a natural dye for lipstick pigmentation.

• Assisted scientists in conducting future projects (2019), including experiments in the laboratory and pilot plant.
• Documented information from designated experiments, including physicochemical parameters and stability tests, and generated comprehensive reports.
• Conducted usability and quality tests to assess project viability and formulate solutions.
• Formulated makeup products and emulsions.

Most notable achievement: Created and conceptualized a cosmetic line for Cyzone, featuring waterproof mascara.