As the Head of Retail Marketing LATAM, you will be responsible for driving the strategy, growth, and profitability of the retail channel across the region. This role oversees commercial strategy, customer experience, media and strategic partnerships with beauty retailers, and market intelligence to accelerate brand growth and retail expansion.

You will lead cross-functional alignment across retail, marketing, digital, and insights teams, while managing key external partnerships (including media, influencers, and agencies) to strengthen brand equity, capture new consumers, and drive performance across all channels.

RESPONSIBILITIES

Regional Retail & Commercial Strategy

• Define and execute the retail commercial strategy across all LATAM markets, ensuring alignment with brand, marketplaces, retail partners (ULTA/SEPHORA) and DTC channels
• Lead long-range planning for product launches, pricing, and promotions to maximize growth and profitability in the channel
• Oversee regional pricing architecture, portfolio mix, and competitive positioning, driving category leadership across markets
• Partner with marketing and country leaders to develop and implement CRM, loyalty, and remarketing initiatives to increase traffic, conversion, and average transaction value
• Monitor regional KPIs, market share, and financial results, providing insights and corrective actions to deliver sustained growth

Store Design, Visual Merchandising & Customer Experience

• Oversee the design and execution of commercial campaigns and merchandising strategies across all retail formats and countries
• Ensure world-class execution of retail activations, launches, and seasonal campaigns to maximize consumer engagement and sales impact
• Lead regional standards for store design, visual merchandising, and in-store execution, ensuring a consistent and premium brand experience
• Partner with global teams to innovate store formats, planograms, and fixtures to adapt to evolving consumer behaviors and drive operational efficiency

Media, Partnerships & Market Intelligence

• Oversee the development and execution of strategic media partnerships across LATAM, including relationships with key publishers, platforms, and agency partners (internal and external)
• Lead and scale influencer and content partnership strategies, ensuring alignment with brand positioning, commercial objectives, and regional priorities
• Drive integrated collaboration across marketing, retail, and digital teams to maximize impact of partnerships across all consumer touchpoints
• Build and manage relationships with key external stakeholders, including media groups, influencers, agencies, and strategic partners to enhance brand visibility and market penetration
• Lead the regional Market Research function, defining the insights agenda to support commercial strategy, innovation, and consumer engagement
• Translate market, consumer, and competitive intelligence into actionable strategies that drive growth, category leadership, and customer acquisition
• Partner with global and regional teams to ensure data-driven decision-making across pricing, assortment, and go-to-market strategies
• Oversee Shopper & Retail Insights, ensuring a deep understanding of shopper behavior across channels and markets
• Drive the development of shopper-centric strategies to improve in-store execution, conversion, and customer experience
• Partner with merchandising, marketing, and retail teams to optimize assortment, promotions, and point-of-sale strategies based on shopper insights

Content & Channel Execution

• Oversee the development of content strategies across digital, social, and retail channels.
• Ensure brand consistency by adapting messages for each channel.
• Lead the execution of initiatives with influencers, media, and communities, ensuring impact and ROI.

Leadership & Regional Alignment

• Partner with C-level Executives to harmonize retail strategies across direct sales and e-commerce channels
• Build, mentor, and inspire a high-performing regional team, fostering collaboration, innovation, and accountability
• Represent LATAM retail at global forums, influencing worldwide retail strategy and advocating for regional needs
• Drive cross-functional alignment between marketing, operations, supply chain, and finance to ensure seamless execution of initiatives

REQUIREMENTS

• Bachelor’s degree in Business Administration, Marketing, or related field (MBA preferred)
• 15+ years of progressive leadership experience in retail strategy, operations, or commercial management within the beauty, fashion, or consumer goods industries
• Proven track record managing large-scale, multi-country retail operations across Latin America or similar complex markets
• Deep expertise in retail P&L management, pricing strategy, merchandising, and customer experience
• Strong retail experience across LATAM markets
• Strong background working across omnichannel models (brick & mortar, marketplaces, Ulta, Sephora and DTC channels.
• Exceptional leadership skills with the ability to influence and align senior stakeholders across diverse markets
• Advanced analytical, strategic thinking, and financial acumen
• Fluency in English and Spanish required, Portuguese is a Plus

We do not discriminate in the acceptance or referral of candidates on the basis of race, color, religion, sex, age, national origin, marital status, disability, or other legally protected characteristics.