Gloriana Lopezlay

Restructured and led +$3B global mega brand, Pantene, the most important Procter and Gamble business at the agency. Managed a team of 11 Business Directors in 7 international cities (Brazil, Beirut, Hong Kong, London, Madrid, New York and Singapore). Developed global marketing strategies, brand-building fundamentals, and upstream ideation. Ensured Equity Stewardship and aligned communications through all touchpoints.

• Global Network Management: Designed and piloted Pantene’s global multi-brand management model. Overseeing scaled strategy, operations, and creative development across +170 countries, recognized as Best in Class by Procter and Gamble.
• Global Compensation Scale and Process Development: Co-created global fee structure and project pipeline, right-sizing business in relation to scope of work which included process and guideline establishment. Currently process been adapted by the other Procter and Gamble agencies.
• Roster Agency Selection: Evaluated and negotiated advertising, PR, direct marketing, digital and media agencies globally. Streamlining them from 72 to 27 agencies resulting in a 12% savings to the client.
• Upstream Innovation: Led global pipeline development for both product and commercial innovations with 80% of concepts qualified for global deployment.

Managed K-Mart, Procter & Gamble brand portfolio for US Hispanic brands: Pantene, Cover Girl, Downy, Febreze and Pantene Latin America, and Goya.

• Revenue Building: Pitched and won the Goya account, managing the business for both US Hispanic and General Market, a first for the agency. Achieved a 30% increase in total billings through the acquisition of the account.
• Market Expansion: Launched Pantene in Brazil, being a white space market for Pantene, featuring supermodel Gisele Bundchen. Grew regional sales +29% and surpassing brand expectations +9%.
• Strategic Leadership: Repositioned Pantene addressing the #1 consumer trial barrier and emotional bonding. Increased brand favorability and achieved 13% regional growth after three months post-launch. Identified the first crossover General Market/US Hispanic celebrity for #1 cosmetic mass brand, Cover Girl. Leading to other celebrity ambassadors such as Sofia Vergara. .
• Social Responsibility Marketing: Launched PR campaign, “Pro-Mujer,” surpassing brand goals and yielding 1:6 ROI. Delivered +$800K in microcredits, 14% of which were obtained through third parties.

Led a team of 4 executives for the strategic and advertising campaigns development for Pantene Latin America, Pantene US Hispanic and Downy US Hispanic.

• Equity Building: Repositioned Downy via a new equity campaign which uniquely dimensionalized key benefit, softness. Reverted the declining trend for share and business results and for the first time in 5 years the brand’s business results improved.
• Consumer Understanding: Identified an unmeet consumer insight and addressed it by launching a complete new hair care collection, Liso Extremo. This was the first collection designed and tailored for the US Hispanic woman.

Defined the role of a newly created region with the task of restructuring Pantene’s Mexican market, which represented 60% of Latin America’s Pantene Business.

• Creative Leadership: Implemented testimonial creative model resulting in global adaptation of this advertising platform. The model remains successful today and is still being used through its evolution to the Promise and Proof model.
• Business Driving: Spearheaded Mexico’s conditioners re-launch behind product innovation and worth of mouth initiatives. In two years, tripled business, doubled volume, and increased market share by 20%.

Managed key accounts: Procter & Gamble: Pantene & Cover Girl, Quaker Oats, Wal-Mart and South American Restaurants: Church’s Chicken.

• Effective Communication: Conceptualized and developed new demo, which was reapplied globally. First time Puerto Rico led the launch of an initiative. Only country in the Latin America region to have increased shipments and market share by 33% and 5%, respectively.
• Localization of Global Strategy: Launched Wal-Mart’s first original local campaign with 5 spots featuring Product and Price real stories featuring real people.

Managed key accounts: Procter & Gamble (Pantene and Cover Girl) Quaker Oats, Wal-Mart, and South American Restaurants.

• Production Efficiency: Produced and implemented Cover Girl’s Graphic Information System in the first market outside the US resulting in +15% increase in shipments. Coordinated at no extra cost for the brand the attendance of Cover Girl’s supermodel, Rachel Hunter to a visit to Puerto Rico (a first for P&GCC).
• Executional Excellence: Developed and executed six promotional campaigns for Church’s Chicken during a 5-month period. Oversaw production and implementation of all brandsell and promotional materials for 48 outlets.

• Organized competitive activity for the Procter & Gamble brands: Cover Girl, Pantene and Dawn. Coordinated the request of advertising materials. Helped to manage the adaptation and production process.
• Regional coordinator for Texaco LAWA, in charged of keeping 10 countries updated on the developments of the regional campaign. Consolidated the region’s data and comments to maximize efficiency on the regional campaign