1. CLAUDIA S.MURILLO PONTAZA
ARBOL DEL LA VIDA #700 FRACC ARBOL DE LA VIDA EDO MEX, +52 5552170969
murilloclaudia1404@gmail.com
PROFESSIONAL EXPERIENCE
L’OREAL MÉXICO SA. DE C.V
Marketing Director Designer Brands L’Oreal Luxe January 2012- Current
Define and guide the country brands strategy consistent with the international brands positioning
and the country’s priorities to contribute to continued growth of the brands and the consumer
relationship. Manage the budget (sales forecast; price strategy, profitability of the brands, P&L)
Achievements:
• Reach doble-digit profitable growth in 88% of the brand´s portfolio in terms of NOP Ave 22%
• Increase the turnover of masculine fragrances +21.4% (vs market: +14.9%).
• Reach EVO +67% of the Acqua Di Gio “main franchise” in June by implementing a successful
integral media plan, an innovative "out-of-the-box" BTL and sampling strategy, achieving the most
successful launch results after 18 years of the existence of the franchise.
• Stabilize the Beauty brands 3 Axes, after 7 years of red numbers, they started since 3 years ago
to gain profit. Armani Cosmetics, the brand reached EVO +90% at the exclusive retail Palacio de
Hierro.
• Best practice within the fragrance industry with V&R´s Bonbon launch in May 2014 by reaching
the highest unit and value sales of an exclusive brand at the retailer Palacio de Hierro,
• Managed the first digital strategy campaign with Ralph Lauren Fragrances, achieving +55% reach
and +8% engagement vs. 18 other Spanish-speaking countries.
ESTEE LAUDER INC.
Marketing Director Aramis & Designer Fragrances Nov 2009- Dic 2011
Work closely with the GM and Global/International Marketing team to serve as the Fragrances
Division connection with the Mexican market, and develop national strategy to achieve sales and
profitability goals. Support the maximization of opportunities to increase sales, profits and market
share
Achievements:
• Introduce the Lab Series Brand to the Mexican Market in the new skincare men category with
18%SOM in the second year of the launch.
• Launched two fragrances in the Mexican market with unprecedented results. 1. Achieved +269%
growth and #1 rank (an increase of 9 positions in the rankings) of Total DKNY franchise through
the launch of Be Delicious.
• Expanded TH brand’s main franchise, Tommy Hilfiger by 23% through the launch Hilfiger Lead co-
branding agreement with Samsung.; developed interactive point-of-sales stands, with Xbox One
gaming capabilities, achieving double & triple digit returns in 90% of nationwide locations
• Improve 30% of the budget media of total Estee Lauder Company dealing with the mains Media
Suppliers in the industry.

2. ESTEE LAUDER INC.
Marketing Manager Aramis & Designer Fragrances March2007- Oct 2009
Take ownership of international launches and create the right angle of attack locally to build
integrated, engaging consumer brand experiences locally. Supervise the entire development
process and the respect of deadlines. Lead the marketing mix strategies (IMC/360/Digital/Retail)
and the adaptation of communication (imagery, digital, point of sales)
Achievements:
• Recover TH Brand business, gain 2% SOM to be relevant in Mexican Market
• Reach #1 with DKNY Be Delicious Franchise, top ten Women’s fragrance brand with 20% evol vs
12% market
• Improve Gross Margin 5 points % in order to gain budget to invest in the brands portfolio priorities.
L’OREAL MÉXICO SA. DE C.V
Product Manager Senior Lancôme 2004- March 2007
Exclusive point of contact with brand’s headquarters in Paris dictating guidance on global
strategies and objectives. Lead the strategic growth of Lancôme Make up – Rev. US$11M and
#2 ranked Make up brand.
Achievements:
• Total Make up’s update image in point of sale top 80 doors, more young more fun, more attractive
in one wave.
• Make up evolution 23% vs 12.5% Market, recover Market Share +.05%
EDUCATION
Bachelor Degree in Marketing
ITESM Campus CD. De México December 2002
DIPLOMAS
• Diplomado Dirección y Desarrollo de Negocios ITAM
• Diplomado de Finanzas en el ITAM
• Diploma from the ESG Paris as an Exchange Programme for one year.
LANGUAGES
• Advanced in English (business and casual Speaking, Writing and Reading)
• Medium in French (fair in casual Speaking and basic in Writing and Reading)
• Native Language: Spanish