Karolina Guga

Managing luxury and prestige perfumes portfolio of Elizabeth Arden portfolio as well as Trussardi, Dsquared2, Blumarine brands.
• Successfully manage implementation of cosmetic brands into the Polish market;
eg. Trussardi brand Top20 in 2013 with VMS 1,3% in polish market (Nielsen Prestige), Elizabeth Arden fragrance Top 4 in Rossmann with VMS 12% in polish market (Nielsen Lifestyle)
• Building distribution, negotiations with Retailers (Sephora, Douglas, Rossmann, Hebe, Polbita, Superpharm, Tesco) building a strong co-operation both on marketing and sales plans execution.
• Delivering targeted budgets and marketing plans thanks to sales and results oriented strategy by applying financially effective tools and perfect work organization.
• Responsibility for creating business offer and negotiating trade terms cooperating with Key Account Manager
• Building strong position of perfumes brands, align with strong marketing communication both ATL and BTL support and well fitted trade marketing activities.
• Responsibility for effective stock management – stock analysis, effective management of the assortment due to respective market research.
• Full responsibility for budgeting process based on strong market trends analysis, brand potential, analysis of competitors, supported with excellent analyst skills.
• Responsibility for pricing process, basing on competitors price strategy analysis, exchange rate policy to build dynamic pricing strategy for excellent sales results
• Controlling advertising agencies in terms of ATL & BTL activities
• Analyzing market researches and deploying learning for perfect fitted market strategy align with actual consumer behavior, competitors activities and resent market trends.

Brand Management of luxury perfumes portfolio of Bulgari, Lolita Lempicka, Salvador Dali as well as nail brand Microcell

• Responsible for Marketing Plan execution to achieve best sales results,
• Responsibility for effective Stock Management, minimizing stock risks due to complexity of product portfolio and security of the stock due to 2months stock policy,
• Responsibility for logistic management due to new products introduction,
• Full responsibility for P&L of all managed brands,
• Responsibility for execution of Marketing Plan, co-operation with REP, KA, Trainers to achieve best results and to reach competitive advantage from competitors,
• Developing strong communication links with Brand Development Office – Italian, French and German Head Offices.
• Responsible for pricing strategy based on competitors analysis, exchange rate policy and price structure,
• Developing and implementing PR programs,
• Responsibility for organizing and creating training program for Beauty Consultants and staff in the perfumery for achieving excellent sales results,
• Strongly involved in the negotiation process with Key Retailers and personally responsible for achieving strategic agreement,
• Responsible for success results of re-launched brands into prestige and luxury distribution channel such as; Bulgari sales results in 2009 exceed twice the results from 2007- considering as a very good year for the perfumery business, together with achieving very strong position in the very competitive selective market,

Product Manager 2007 Sept. - 2008 Sept.
Implementing professional skincare brand Gatineau and Nail care brand Microcell into Polish market together with brand management
• Responsibility for P&L, creation and execution of Marketing Plan, building communication strategy for the brand, non-standard marketing activities mostly oriented for professional care channel,
• Successful building brand awareness thanks to effective marketing communication, together with strong training program and building distribution in beauty salons, SPA and perfumeries,
• Responsibility for stock management, ordering process, stock analysis, selecting the portfolio suitable for the market environment,
• Creating training program for skin care brands, build on brand information, motivation program and sales techniques,
• Leading the project of all promotional materials design,
• Working on PR activities for new launches, organizing press events,
• Working with supplier central office in France and German