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I'm a global marketing and brand strategy leader with extensive international experience in beauty, luxury, and retail. I build brand equity, drive loyalty, and deliver ROI through integrated campaigns, partnerships, and consumer insights. I combine creative vision with analytical rigor, leading multicultural teams to craft omnichannel experiences that resonate across markets. I'm passionate about innovation and transformation, and I believe empowering people is the cornerstone of change. From launching digital academies and accelerating ecommerce growth to shaping global CRM and data-driven initiatives, I help organizations stay ahead in fast-moving industries while developing talent and fostering learning communities.…I'm a global marketing and brand strategy leader with extensive international experience in beauty, luxury, and retail. I build brand equity, drive loyalty, and deliver ROI through integrated campaigns, partnerships, and consumer insights. I combine creative vision with analytical rigor, leading multicultural teams to craft omnichannel experiences that resonate across markets. I'm passionate about innovation and transformation, and I believe empowering people is the cornerstone of change. From launching digital academies and accelerating ecommerce growth to shaping global CRM and data-driven initiatives, I help organizations stay ahead in fast-moving industries while developing talent and fostering learning communities.

Rosina Álvarez-Cascos García-Mauriño

Brand Strategist, Marketing Strategist, Growth Marketer, +7

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I'm a global marketing and brand strategy leader with extensive international experience in beauty, luxury, and retail. I build brand equity, drive loyalty, and deliver ROI through integrated campaigns, partnerships, and consumer insights. I combine creative vision with analytical rigor, leading multicultural teams to craft omnichannel experiences that resonate across markets. I'm passionate about innovation and transformation, and I believe empowering people is the cornerstone of change. From launching digital academies and accelerating ecommerce growth to shaping global CRM and data-driven initiatives, I help organizations stay ahead in fast-moving industries while developing talent and fostering learning communities.…I'm a global marketing and brand strategy leader with extensive international experience in beauty, luxury, and retail. I build brand equity, drive loyalty, and deliver ROI through integrated campaigns, partnerships, and consumer insights. I combine creative vision with analytical rigor, leading multicultural teams to craft omnichannel experiences that resonate across markets. I'm passionate about innovation and transformation, and I believe empowering people is the cornerstone of change. From launching digital academies and accelerating ecommerce growth to shaping global CRM and data-driven initiatives, I help organizations stay ahead in fast-moving industries while developing talent and fostering learning communities.

Available to hire

I’m a global marketing and brand strategy leader with extensive international experience in beauty, luxury, and retail. I build brand equity, drive loyalty, and deliver ROI through integrated campaigns, partnerships, and consumer insights. I combine creative vision with analytical rigor, leading multicultural teams to craft omnichannel experiences that resonate across markets.

I’m passionate about innovation and transformation, and I believe empowering people is the cornerstone of change. From launching digital academies and accelerating ecommerce growth to shaping global CRM and data-driven initiatives, I help organizations stay ahead in fast-moving industries while developing talent and fostering learning communities.

Skills

Branding

Brand Identity

CRM

Experience Level

Branding

Expert

Brand Identity

Expert

CRM

Expert

Language

Spanish; Castilian

Fluent

English

Fluent

French

Advanced

Work Experience

Executive Director Global Programs - Digital Center of Excellence at Shiseido Americas

May 1, 2016 - January 1, 2021

Part of Shiseido Americas, linked to the NY-based Digital Center of Excellence. Led strategic initiatives to drive change management and accelerate digital transformation worldwide, across all business units and brands. Focused on consumer experience, e-commerce growth, empowering digital talent, and the power of data to amplify impact and enable data-driven decisions. Managed a $3M USD budget. Launched SHISEIDO+ Digital Academy (training 8,000+ people, certifying 4,500+), opened 85 digital flagships globally (40 via e-commerce), and accelerated digital business with a three-year CAGR of 42% and e-commerce accounting for 27% of total revenue.

Digital Strategy & Transformation Consultant at Independent / Freelance

February 1, 2021 - Present

Supporting global transformation teams and HR leaders with digital training programs, executive workshops, and certification initiatives. Issued 5,000+ digital credentials across 20+ countries, increased adoption of technology tools, and fostered global learning communities through flagship events like the Digital Summit and Learning Expeditions (CES Las Vegas, VivaTech Paris).

Digital Marketing Director - Shiseido, Clé de Peau Beauté at Shiseido Americas / Clé de Peau Beauté

September 1, 2014 - April 1, 2016

Led the development and execution of the digital marketing strategy for Shiseido-owned brands (20 countries) and Clé de Peau Beauté (12 countries). Directed online monetization, consumer engagement, and brand experience across digital channels; chaired the E-Commerce Committee; ROI-focused budgeting (> $4M). Responsibilities included Branding, SEM, Display, Influencers, and Social Media campaigns.

Social Media Director - Shiseido, NARS, Carita, Decléor, Serge Lutens at Shiseido Spain

March 1, 2009 - August 1, 2014

Led the digital strategy for five brands in Spain (e-commerce launches with 16 retailers); opened 85 digital flagships globally (40 via e-commerce); implemented social CRM and loyalty initiatives; managed a multi-million euro budget; executed campaigns that elevated brand presence and ROI.

Marketing Director - Shiseido, Serge Lutens at Shiseido Spain

August 1, 1999 - February 1, 2009

Member of the Spain Steering Committee; defined and executed the country’s general marketing plan for two brands with a budget over €2.5M. Achievements included a significant increase in brand awareness (61% in 2009 from 6% in 1999); revenue multiplied sixfold (€26M in 2009 from €4M in 1999); improved non-fragrance market positioning.

Product Manager Assistant at The Royal Bank of Scotland

January 1, 1992 - December 31, 1992

Early stage role in financial services supporting product management and marketing activities.

Senior Brand Manager - Nivea Visage at Beiersdorf

January 1, 1995 - July 30, 1999

Skincare brand management and growth initiatives across markets.

Digital Strategy and Transformation Consultant - Freelance (Independent) at Freelance / Independent

February 1, 2021 - Present

Independent consultant supporting global transformation teams and HR leaders with digital training programs, executive workshops, and certification initiatives; issued 5,000+ digital credentials across 20+ countries; boosted adoption of technology tools and global learning communities through flagship events such as Digital Summit and Learning Expeditions (CES Las Vegas, VivaTech Paris).

Digital & Media Director - Shiseido, NARS, Carita, Decléor, Serge Lutens at Shiseido Spain

March 1, 2009 - August 1, 2014

Led digital strategy, e-commerce, CRM, social media, and media investments for five brands; opened e-commerce flags; launched three brands in the country; boosted TV advertising efficiency and synergy with digital campaigns; pioneered Social CRM to support loyalty programs.