Susana Rodriguez Escudero
Milan
Summary
Passionate and results-driven leader with a 20-year proven track record of driving strategic vision & innovation leading to growth and brand transformation for leading brands in Beauty, Fashion, and Sports.
Extensive global and local experiences, in digital transformation, brand positioning and accelerating online sales with a proven ability to lead high-performing teams to create exceptional consumer experiences & go to market strategies.
Overview
20
20
years of professional experience
Work History
Chief Digital Marketing Officer
L'Oréal
05.2022 - Current
- Accelerate E-Commerce creating strategic joint business plans & activating through multi-brand & multi-divisional e-commerce marketing strategy.
- Lead & Inspire High Performing Teams: Oversee >180 employees including my direct team covering Consumer & Market Intelligence, Media, Advocacy & Influence, E-commerce, CRM & Services, Consumer Care & Data Transformation teams.
- Create a consumer centric culture, developing incremental targets strategy (Boomers, Men, Gen Z) rooted in locally relevant media & content strategies.
- Lead the centralization of the Advocacy & Influencer Marketing Agency bringing innovation & strategic consumer centric approach.
Division Chief Digital & Communications Officer
L’Oréal
09.2019 - 05.2022
- Spearheaded online sales strategizing key customers (incl. Amazon), accelerating retail media & focus on excellence in execution. E-commerce weight of business x8, highest ROI ever.
- Increased Brand Awareness across 4 brands by accelerating B2C media investments & designing & executing a multi-brand advocacy and influence marketing strategy. Kerastase became 1st salon brand in the Italian market, with record 30% engagement rate.
- Established a data-driven approach launching the first B2B online education program in Italy monetizing client data. +22% sales, 60% of professionals recruited in 1st year.
- Fostered a culture of generosity, transparency, and positive mindset within the team, developing a strong upskilling program with dedicated offers for experts and business populations.
Global Brand Marketing & Partnerships Director
Vestiaire Collective
02.2018 - 01.2019
- Define & implement the global brand marketing & partnerships strategy
- Develop global marketing initiatives that target key perception challenges with the brand globally & locally, working closely with local markets to resolve challenges and bring initiatives to life.
- Drive global social & influencer strategy, aligning the social strategy to the overall marketing strategy and plan
Country Manager Spain & Nordics
Vestiaire Collective
01.2016 - 01.2018
- Responsible for the development & expansion of the business across the entire value chain considering local insights
- Define multi functional marketing plan, (performance, branding, promotion, PR, social media, CRM) with expected results and KPI tracking
- Track & improve customer experience along the value chain (operations, control and authentication, customer service, value proposition)
Global Senior Digital Brand & ECommerce Manager
The Level Group
01.2014 - 12.2015
- Project business forecast and integrated marketing strategy for fashion lifestyle brands (60% of business) while being active in Business Development to amplify client portfolio
- Design and execute seasonal marketing plans; cross functionally (sales & retail, logistics, communications team) respecting the brand image and consumer journey.
Global Senior Brand Manager
Danone
05.2012 - 12.2013
- Responsible for Strategy & Product Innovation of Toddler Category
- Lead concept development gaining consumer insights to launch new consumer campaigns
- Partner with key countries (UK, Poland, Turkey, France) to develop local KOL campaigns
Digital Commerce & Brand Communications Manager
Nike
07.2009 - 05.2012
- Responsible to drive awareness; retention & integration in all consumer touch points by developing integrated marketing campaigns
- Drive category initiatives through an integrated multi-channel, function approach; (Digital) Brand, Sales, Wholesale / Owned / Franchise Retail, Entertainment, Nike Sponsored Assets
- Define & implement locally relevant media & content strategies in collaboration with creative & media agencies. Key Campaigns, Olympics, Dream Team in Barcelona, Lebron James Tour.
EMEA Digital Brand Manager
Nike European Headquarters
06.2005 - 06.2009
- Responsible for development of EMEA seasonal marketing strategy & execution
- Liaise with leading Sports & Entertainment Companies (NBA, MTV Europe, Cannes Film Festival) to develop impactful European marketing campaigns to increase the awareness & category sales. Proclaimed Best in class by WHQ
- Responsible for deployment of Olympics strategy: launch of 8 pop up stores to drive energy to retail stores & the brand –collaborating with PR Agencies, Product Merchandising, Sports Marketing & Style & Entertainment
- Conduct market research through consumer groups in key cities: London, Paris, Barcelona, Athens to identify insights used for product development and integrated marketing plans
Education
Master of Science - International Business Administration
Rotterdam School of Management
The Netherlands01-2006
Bachelor of Science - International Business Administration
Erasmus University Rotterdam
The Netherlands01-2004
Languages
Spanish
Bilingual or Proficient (C2)
Dutch
Bilingual or Proficient (C2)
English
Advanced (C1)
French
Advanced (C1)
Italian
Advanced (C1)
German
Intermediate (B1)
Timeline
Chief Digital Marketing Officer
L'Oréal
05.2022 - Current
Division Chief Digital & Communications Officer
L’Oréal
09.2019 - 05.2022
Global Brand Marketing & Partnerships Director
Vestiaire Collective
02.2018 - 01.2019
Country Manager Spain & Nordics
Vestiaire Collective
01.2016 - 01.2018
Global Senior Digital Brand & ECommerce Manager
The Level Group
01.2014 - 12.2015
Global Senior Brand Manager
Danone
05.2012 - 12.2013
Digital Commerce & Brand Communications Manager
Nike
07.2009 - 05.2012
EMEA Digital Brand Manager
Nike European Headquarters
06.2005 - 06.2009
Master of Science - International Business Administration
Rotterdam School of Management
Bachelor of Science - International Business Administration
Erasmus University Rotterdam
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