212 Heroes for Her Launch in Paraguay

Role: Brand Manager (AJ Boston)

Date: April 2022

Market: Paraguay

Overview:

Led the local rollout of Carolina Herrera's 212 Heroes for Her fragrance launch in Paraguay. Following global brand guidelines, I managed the end-to-end planning and execution of an omnichannel campaign designed to build awareness, drive sales, and elevate brand perception in a premium retail setting.

💡 This campaign was recognized with the Best Omnichannel Journey Implementation Award among 10 LATAM markets.

My Contribution:

Translated global strategy into a market-relevant execution plan

Managed supplier negotiations and ensured high-quality production aligned with brand standards

Coordinated activations across shopping malls, POS, digital media, influencers, and PR

Oversaw logistics, execution, and real-time problem-solving across all touchpoints

Analyzed campaign outcomes and presented results to regional stakeholders

Touchpoints:

In-store activations with spraying + GWP in top malls

OOH media: digital screens + public road placements

Influencer marketing with paid social campaigns

Press: premium print ad placements

E-commerce: banners + digital ads

Retail promotions: exclusive gifts to drive conversion and loyalty

Key Results:

+134% sales growth for the brand vs. April 2021

+149% growth for the 212 Universe

+118% growth for the women’s portfolio

+51% growth vs. the previous 212 Heroes Man launch (May 2021)