Marga Balvert Lobbosco
Summary
Passionate about crafting remarkable experiences that ignite inspiration and bring smiles every day. An optimistic global brand marketer with more than fourteen years of extensive experience in international brand marketing business. Proficient in crafting innovative marketing and brand strategies, driving demand and customer engagement via digital, social media, advertising, public relations, e-commerce, influencer engagement, and event marketing. Known for adeptly leading diverse and agile teams with strong leadership skills.
Overview
13
13
years of professional experience
Work History
Senior Brand Strategy Consultant
Oliver Agency
08.2022 - Current
- Enhanced brand recognition by developing and implementing strategic marketing plans.
- Increased customer engagement and loyalty by creating targeted brand messaging for various digital platforms.
- Campaign strategy development and execution cross omni- channels.
Head of Brand, United Kingdom
Walgreens Boots Alliance
03.2020 - 08.2021
- Streamline global and local brand strategies to foster growth, expand the customer base, and strengthen consumer relationships.
- Optimize the end-to-end customer journey for wellness, baby (Mothercare), and sustainability communications across all marketing channels to drive trade.
- Drive mass personalization initiatives while launching a new baby strategy and communication platform for Mothercare, alongside unifying the new wellness campaign Reboot into a cohesive, enduring platform.
Brand Director South of Latin America
Nike
03.2018 - 09.2019
- Directed comprehensive Nike women's marketing strategies across various sports, retail accounts, and internal/external channels in Argentina, Uruguay, and Chile.
- Led major campaigns for prestigious events like the Youth Olympic Games and the Women's World Cup 2019 while executing a strategic revamp for Falabella, a leading department store chain.
- Achieved exceptional results including a remarkable +25% unit sales growth and a +20% increase in women's sales over men's, contributing to record-breaking revenue for Nike women in the region.
Global Senior Marketing Consultant
Interbrand
02.2016 - 02.2018
- Spearheaded a global brand implementation in partnership with Interbrand, directing the creation and introduction of a new brand identity. This included the creation, introduction and implementation of the new brand identity, global marketing campaign calendar and global brand coaching throughout all internal and external communication touch points.
- Successfully launched a novel marketing governance process, introducing an innovative approach and restructuring the team for optimal effectiveness.
- Achieved remarkable results within the first six months: Increased brand awareness by +20% and engagement by +30% compared to the previous year.
Global Brand Manager
VF Corporation
01.2015 - 01.2016
- Orchestrated comprehensive B2C 360 brand marketing campaigns globally for Kipling, introducing the inaugural influencer strategy 'Spark your City.' Aligned brand communications and devised consumer-driven brand portfolio and product positioning strategies based on insightful market analysis.
- Led the creative briefing processes, overseeing seasonal campaign shootings encompassing Above-The-Line (ATL) and Below-The-Line (BTL) initiatives.
- Achieved a substantial +15% increase in conversions within three months, contributing to Kipling's consecutive designation as the fastest-growing VF brand for the second consecutive year.
Interim Brand Director, AGS
Nike
07.2014 - 12.2014
- Lead the comprehensive Nike women brand strategy and execution across diverse sports, retail accounts, and all marketing channels in Austria, Germany, and Switzerland.
- Spearheaded the successful launch of the new Nike Flagship Berlin store, a key component of the marketplace transformation initiative. Included the inauguration of the inaugural Nike training studio within the store.
- Achieved an impressive +28% increase in weekly conversions compared to the previous year within the first month post-opening of the new Nike Berlin store.
Brand Manager, Western Europe
Nike
06.2012 - 06.2014
- Formulated and executed a comprehensive women's sport strategy across Western Europe, intensifying consumer engagement and devising new Intersport account plans.
- Orchestrated the expansion of Nike run clubs in pivotal cities, transforming 'The Nike Blast' into a prominent fitness event and implementing an innovative trainer strategy. Additionally, inaugurated the inaugural parallel physical and digital store experience synchronized with digital live events on the Nike Training Club application during the New Year resolution week.
- Yielded remarkable results, achieving a significant +21% increase in conversions compared to the previous year in Q1, coupled with a substantial +20% surge in the NTC app community during Q2 versus the previous year.
Brand Communication & Digital Executive, CEE
Nike
07.2010 - 05.2012
- Spearheaded advertising and digital initiatives, curating engaging consumer-centric content with a strong digital focus across Central and Eastern Europe, in addition to distributor partnerships.
- Orchestrated impactful communication campaigns spanning ATL & BTL strategies, fostering brand image and awareness. This included pioneering ventures such as the first 'Just Do It' TV commercial tailored for women in Western Europe and the implementation of the initial social media strategy in Eastern Europe.
- Successfully managed a substantial budget exceeding $2.5M, overseeing a team of five direct reports. Additionally, collaborated closely with two London-based creative agencies, working in tandem with the media team and agency. Campaigns contributed to the conversion growth of +17% vs PY in one year.
Education
Executive MBA (part-time) - Global Hospitality Management
Les Roches
Remote, Switzerland10.2024
Master in Business administration - International strategy and organization
Vrije Universiteit
Amsterdam, the Netherlands06.2011
Bachelor Business Administration - Hotel and event management
Hogeschool TIO
Utrecht, the Netherlands06.2008
Skills
- Brand marketing strategy
- Brand positioning
- Customer insights
- Strategy & creative briefs
- Digital marketing
- Campaign development (ATL/BTL)
- Sponsor & partnerships
- Budget management
- Change management
- Team & agency leadership
Languages
Dutch (native language)
Proficient
C2
English (fluent)
Proficient
C2
Spanish (intermediate)
Advanced
C1
Interests
- Exploring different countries & cultures
- Beauty
- Health & wellness
- Sports
Timeline
Senior Brand Strategy Consultant
Oliver Agency
08.2022 - Current
Head of Brand, United Kingdom
Walgreens Boots Alliance
03.2020 - 08.2021
Brand Director South of Latin America
Nike
03.2018 - 09.2019
Global Senior Marketing Consultant
Interbrand
02.2016 - 02.2018
Global Brand Manager
VF Corporation
01.2015 - 01.2016
Interim Brand Director, AGS
Nike
07.2014 - 12.2014
Brand Manager, Western Europe
Nike
06.2012 - 06.2014
Brand Communication & Digital Executive, CEE
Nike
07.2010 - 05.2012
Executive MBA (part-time) - Global Hospitality Management
Les Roches
Master in Business administration - International strategy and organization
Vrije Universiteit
Bachelor Business Administration - Hotel and event management
Hogeschool TIO
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