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Hi, I’m Raquel— a marketing professional who thrives at the intersection of brand marketing, commercial strategy, and social media. I’ve led both strategy and execution across CPG, beauty, and personal care, driving brand awareness, customer acquisition, and revenue growth through innovation, portfolio optimization, and insight-led strategy and execution. I excel at aligning cross-functional teams to deliver impactful results from ideation through launch and in-market optimization. My work focuses on identifying white space opportunities, strengthening brand differentiation and relevance, and driving demand through insight-led execution across domestic and international markets.…Hi, I’m Raquel— a marketing professional who thrives at the intersection of brand marketing, commercial strategy, and social media. I’ve led both strategy and execution across CPG, beauty, and personal care, driving brand awareness, customer acquisition, and revenue growth through innovation, portfolio optimization, and insight-led strategy and execution. I excel at aligning cross-functional teams to deliver impactful results from ideation through launch and in-market optimization. My work focuses on identifying white space opportunities, strengthening brand differentiation and relevance, and driving demand through insight-led execution across domestic and international markets.

Raquel VB

Brand Strategist, Marketing Strategist, Product Marketer, +2

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Hi, I’m Raquel— a marketing professional who thrives at the intersection of brand marketing, commercial strategy, and social media. I’ve led both strategy and execution across CPG, beauty, and personal care, driving brand awareness, customer acquisition, and revenue growth through innovation, portfolio optimization, and insight-led strategy and execution. I excel at aligning cross-functional teams to deliver impactful results from ideation through launch and in-market optimization. My work focuses on identifying white space opportunities, strengthening brand differentiation and relevance, and driving demand through insight-led execution across domestic and international markets.…Hi, I’m Raquel— a marketing professional who thrives at the intersection of brand marketing, commercial strategy, and social media. I’ve led both strategy and execution across CPG, beauty, and personal care, driving brand awareness, customer acquisition, and revenue growth through innovation, portfolio optimization, and insight-led strategy and execution. I excel at aligning cross-functional teams to deliver impactful results from ideation through launch and in-market optimization. My work focuses on identifying white space opportunities, strengthening brand differentiation and relevance, and driving demand through insight-led execution across domestic and international markets.

Available to hire

Hi, I’m Raquel— a marketing professional who thrives at the intersection of brand marketing, commercial strategy, and social media. I’ve led both strategy and execution across CPG, beauty, and personal care, driving brand awareness, customer acquisition, and revenue growth through innovation, portfolio optimization, and insight-led strategy and execution.
I excel at aligning cross-functional teams to deliver impactful results from ideation through launch and in-market optimization. My work focuses on identifying white space opportunities, strengthening brand differentiation and relevance, and driving demand through insight-led execution across domestic and international markets.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Spanish; Castilian

Fluent

Work Experience

Sr. Product Development Manager at NATERRA INTERNATIONAL

January 1, 2025 - Present

Spearheaded product innovation for emerging brands including Baby Magic®, Splash®, and bdy® to drive portfolio expansion and revenue growth. Led Splash launch from concept through formulation, packaging selection, and full commercialization.

Brand Marketing Manager at MACADAMIA BEAUTY

January 1, 2020 - January 1, 2025

Strategized product innovation and commercial initiatives with cross-functional teams, achieving a 90% newness authorization rate and steady sell-out growth across top domestic & international retailers. Led social media strategy, driving an 800% increase in engagement and tripling IG followers within one year, and supporting revenue growth across retailers and DTC channels. Managed international trade show presence at Cosmoprof Bologna and elevated brand visibility across international markets.

Brand Management at BARCEL USA

January 1, 2018 - January 1, 2020

Developed and implemented a 360-degree multicultural marketing campaign for Coronado®, including trade activations, social media, digital ads, and sponsorship of the TV show “Pati’s Mexican Table” on PBS, yielding revenue growth from top grocery retailers. Collaborated with the global product development team to fast-track the launch of Kicao®, Barcel’s first healthy snack, by leading the Stage-Gate process and go-to-market strategy for the U.S. market—securing listings in major grocery chains.

Sr. Merchandising Brand Manager at SALLY BEAUTY

January 1, 2010 - January 1, 2018

Spearheaded the concept, development, and promotional strategy for a $98M styling tools portfolio—including Touch Tech™, One Stroke® Plus, Whirlwind™ Pro Dryer, MG Technology, and I-Fusion Heat Therapy™—driving YOY growth and up to 10% annual growth for the Ion® flagship brand; conceptualized and developed on-trend seasonal collections and GWPs (35+ SKUs annually).