Open to opportunities

Carolina Jessen

@carolinajessen

Message

Marketing leader driving revenue growth through data-driven GTM and omnichannel strategies.

Argentina

Message

What I'm looking for

I seek a senior marketing role leading regional omnichannel and GTM initiatives where I can drive measurable revenue growth, mentor cross-functional teams, and scale performance-driven campaigns.

I am a marketing and trade marketing leader with 10+ years of experience driving product launches, omnichannel go-to-market strategies, and performance across LATAM. I specialize in aligning regional initiatives with global brand objectives to increase adoption and revenue.

At PUMA I led regional teams across more than five countries, managed budgets to maximize ROI, and implemented omnichannel communication strategies focused on KPIs like CTR, ROAS, conversion rate, and repurchase frequency. I also collaborated closely with global teams and agencies to execute coherent regional launches.

Previously, I delivered measurable retail and e-commerce growth—such as a +30% uplift in store traffic and +19% e-commerce sales—by designing targeted campaigns, VM strategies, and assortment planning across multiple stores and channels. I have managed premium brand positioning and retail activations for leading beauty and fashion brands.

I combine analytical rigor with cross-functional leadership and strong stakeholder management, using tools like Power BI, Google Analytics, SAP, and HubSpot to inform data-driven decisions. I seek roles where I can scale omnichannel initiatives, improve commercial performance, and mentor cross-border teams.

Experience

Work history, roles, and key accomplishments

Regional Trade Marketing Manager

PUMA Group

Sep 2023 - Sep 2025 (2 years)

Led regional trade marketing and retail media across LATAM, aligning strategy with global goals to drive brand equity and sales growth while managing budgets and performance KPIs (CTR, ROAS, conversion).

Trade Marketing Budget Management KPIs GTM Planning Consumer Insights

Regional Brand Manager

PUMA Group

Apr 2022 - Sep 2023 (1 year 5 months)

Defined LATAM brand communication strategy and GTM calendars, adapted global guidelines to local markets and supported store openings to exceed commercial targets.

Brand Strategy Go To Market Campaign Management Localization Agency Management Retail Execution Cross Functional Collaboration

Brand & Marketing Manager

Grupo Alas – Rapsodia

Dec 2021 - Apr 2022 (4 months)

Drove marketing initiatives that increased store traffic by 30% and e-commerce sales by 19% through targeted campaigns, VM strategy, and data-driven assortment planning across 15+ stores.

Visual Merchandising Assortment Planning Campaign Management Store Operations Stakeholder Management Business Case Development

Brand & Retail Activation Manager

L'Oréal Group

Jan 2019 - Dec 2021 (2 years 11 months)

Managed positioning and retail activation for seven luxury brands, led store openings and refurbishments, and negotiated retail agreements to expand market penetration.

Positioning Store Opening Performance Reviews Luxury Brand Management

Trade Marketing Specialist

L'Oréal Group

Nov 2016 - Jan 2019 (2 years 2 months)

Implemented VM, assortment planning and POP production for mass brands, and led the POS launch of VOGUE Cosméticos to maximize presence and conversion.

Trade Marketing Visual Merchandising Assortment Planning