Available to hire
I’m Florencia Romero Grimaldi, a Creative Director with 16+ years of global FMCG experience driving brand transformations and scalable packaging systems for international portfolios. I lead cross-functional teams across marketing, innovation and supply chain to turn strategy into shelf-ready packaging, digital assets and retail activation. My approach blends strategic brand thinking with hands-on design execution, from multi-market NPD launches to global brand guidelines. I thrive in fast-paced environments, champion efficiency improvements in the Creative Studio, and mentor designers to deliver standout storytelling across packaging and brand identity.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Beginner
Language
Spanish; Castilian
Fluent
English
Fluent
Italian
Intermediate
Greek, Modern
Beginner
Work Experience
Lead Designer for Lotus Creative Studio at Lotus Bakeries
January 1, 2025 - November 7, 2025Leading the design team to deliver creative assets for Kiddylicious and Peter’s Yard brands, ensuring brand consistency across packaging, social media content, point-of-sale materials, and web platforms. Creating and leading strategic brand projects for natural foods brands including visual identity, key visuals, and web design for Bear, Trek, Nakd, Kiddylicious, and Peter’s Yard. Leading Creative Pack redesign across formats and countries.
Studio Designer at Lotus Bakeries
December 31, 2024 - December 31, 2024Led the design team to deliver creative assets for Kiddylicious and Peter’s Yard brands. Directed the redesign of Kiddylicious packaging, collaborating with external agencies to modernise it. Managed the design implementation for the packaging redesign of over 250 SKUs across multiple countries, overseeing artwork design, approval process and production. Led the design and execution of packaging for new product developments (NPD), from concept to final production. Directed photo shoots, improving the visual style of the brand. Led the office redesign, creating a cohesive space for two brands from concept to completion. Designed and directed external agencies in creating advertisements, point-of-sale materials, event materials, and packaging designs for Peter’s Yard brand.
Freelance Illustrator & Designer at Self-Employed
January 1, 2020 - November 7, 2025Designed and illustrated children’s books, creating engaging visual narratives that resonate with young audiences. Illustrated personalized jobs, posters, brochures, and short animations.
Global Brand Manager Assistant for Sunsilk at Unilever UK
February 28, 2023 - February 28, 2023Led Innovation and design projects (2D & 3D Packaging), contributing to the brand’s global strategy and visual identity. Led the Brand Purpose, strategy, and implementation.
Global Fragrance Specialist Manager for Deodorants at Unilever UK
February 28, 2023 - February 28, 2023Leading a team of 5 people working for different brands.
Global Technical Project Leader for Deodorants at Unilever UK
February 28, 2023 - February 28, 2023Global Technical project leader for Deodorants.
Regional Senior Formulation Assistant Manager in Deodorants at Unilever Argentina
January 31, 2015 - January 31, 2015Regional Senior Formulation Assistant Manager in Deodorants with 2 direct reports.
Lead Creative - Natural Foods Portfolio at Lotus Bakeries
January 1, 2025 - PresentLead creative direction across a multi-brand Natural Foods portfolio including Kiddylicious, Peter’s Yard, TREK, BEAR and NAKD, overseeing brand systems across international markets. Manage 3 direct reports and provide direction to a wider team of 6 designers across multiple brands. Own end-to-end creative vision across packaging, digital, retail activation and POS. Define and evolve packaging architecture and visual identity systems to ensure global brand consistency. Safeguard brand equity while enabling scalable innovation and NPD integration. Lead cross-functional alignment across marketing, innovation, commercial and supply chain teams. Drive structural improvements within the Creative Studio to enhance efficiency and output quality.
Studio Designer (Creative Lead – Kiddylicious & Peter’s Yard) at Lotus Bakeries
January 1, 2023 - December 31, 2024Directed full redesign of Kiddylicious packaging in collaboration with external agencies. Led rollout of 250+ SKUs across international markets, ensuring regulatory compliance and brand cohesion. Set creative direction for packaging architecture, visual hierarchy and scalable system development. Developed global Brand Guidelines and rollout toolkit for multimarket implementation. Owned NPD creative direction from concept through print production and launch. Directed photoshoots and retail activation to elevate brand storytelling.
Freelance Illustration & Brand Projects at Independent
January 1, 2020 - PresentSelective creative projects focused on brand storytelling and children’s illustration. Delivered brand identity and visual assets for independent and entrepreneurial clients. Developed character-led illustration and small-scale publishing projects.
Education
Graphic Designer Certificate at Shillington School
January 1, 2020 - January 1, 2021Givaudan Fragrance Perfumer Certificate at Givaudan
January 1, 2017 - January 1, 2017Food Engineering University Degree at Universidad Catolica Argentina
January 1, 2004 - December 31, 2009Bachelor's Degree in Natural Sciences at Colegio Carmen Arriola de Marin
January 1, 2001 - December 31, 2003Sisterhood Summer - Brand identity creation for young women entrepreneurs at Sisterhood Summer
August 1, 2025 - November 7, 2025Green Lion Indonesia – English and Environmental impact classes for children at Green Lion Indonesia
September 1, 2019 - November 7, 2025Mini Mermaid Running Club – coaching young girls to run 5k at Mini Mermaid Running Club
September 1, 2018 - June 30, 2019Career Kids Programme – running sessions in Leeds’s deprived area schools to inspire young people to pursue a career at Career Kids Programme
September 1, 2018 - June 30, 2019Dove Self Esteem Programme – leading and running sessions in UK and Argentine Schools at Dove Self Esteem Programme
January 1, 2014 - December 31, 2019Los chicos en su Salsa – cooking lessons for children in Argentina at Los Chicos en su Salsa
January 1, 2006 - December 31, 2007Graphic Designer Certificate at Shillington School (Online - London)
January 1, 2020 - December 31, 2021Givaudan Fragrance Perfumer Certificate at Givaudan
January 1, 2017 - December 31, 2017Food Engineering University Degree at Universidad Católica Argentina
January 1, 2004 - December 31, 2009Qualifications
Graphic Designer Certificate
January 1, 2020 - December 31, 2021Givaudan Fragrance Perfumer Certificate
January 1, 2017 - December 31, 2017Food Engineering University Degree
January 1, 2004 - December 31, 2009Industry Experience
Consumer Goods, Manufacturing, Media & Entertainment, Retail, Professional Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Beginner
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