Daniela Leal Gómez Currículum Vitae

PERSONAL INFORMATION • Date of birth: 25-May-1986. • Nationality: Mexican. • Address: 16 de Septiembre #839, Col. Palo Blanco, San Pedro Garza García, N.L. • Telephone: (81) 1972 1552 • Cellphone (044) 81 12 85 49 55 • Email address: dalego25@gmail.com

PROFILE Brand specialist with 5 years of experience in strategic planning and development of integral communication plan including copy write, graphic material tactics, multimedia production and media management. Excellent leadership skills to ensure that brand message, standards and communications are implemented effectively in local markets across Latin America. PROFESSIONAL EXPERIENCE BEAUTY AND PERSONAL CARE BRAND SPECIALIST Amway Latin America 2013 - Present

• Leader in the development of integral communication plan and launch strategies for new products.

• Analyze market needs to deliver comprehensive communication strategy that meets expectation and requirements of internal and external customer.

• Evaluate and create effective communication messages to leverage consumer recognition, recall and engagement with the brand.

• Supervise and create brand communication materials, sales tools and training assets. • Lead and train advertising agencies to develop communication materials in different

formats assuring brand identity. • Communicate design visions and rationale clearly to design teams. • Support product knowledge, creating brand differentiation, assuring brand identity and

growth. • Trend research and evaluation of the competition to leverage brand identity. • Follow up brand performance to implement strategies according to sales results. • Evaluate and propose regional brand growth initiatives with added value to the

business. • Assist local markets in the development of brand growth initiatives. • Prioritize tasks effectively to accomplish project objectives.

MAJOR ACHIEVEMENTS

• 2013. - Develop full communication campaign for the launch of Amway’s first premium anti aging skincare line Artistry Youth Xtend, improving beauty category mix by 3% in the first year.

• 2013. - Launch strategy and full communication campaign for the introduction of the first product of Amway’s premium makeup line Light Up Lip Gloss selling 3 months of inventory in the first 4 weeks.

• 2014. - Develop full communication campaign for Artistry Ideal Radiance, premium skincare for dark spots; targeted messages were created to avoid cannibalization of other skincare products achieving a 4% category growth within the first 4 months.

• 2015. – Launch strategy and full communication campaign for Artistry Signature Beauty Makeup with sales of USD $2.3M in 6 weeks, 30% above forecast. *All these products were launched in 9 countries across Latin America.

TRAINING DEVELOPMENT ANALYST Amway Latin America 2010 - 2013

• Identify training needs within the organization and develop annual plan according objectives.

• Collaborate with other departments to analyze and prioritize training and communication strategies.

• General coordination of Amway TV, an online training channel for distributors: - Organization of content for monthly programming according to business

priorities. - Supervision of T.V production agency located in Bogotá, Colombia. - Copywriting and approval of scripts for each edition. - Quality assurance of final weekly edition. - Develop proper communication materials to ensure knowledge of tool and

content. • Plan, lead and deliver training tools focused on sales and business.

- Analyze and propose strategy according to customer needs. - Develop effective training materials utilizing a variety of media - Develop multimedia visual aids and presentations. - Create testing and evaluation processes.

• Coordinate agency in the development of training mobile apps, supervising content,

visual standards and functionality. • Social media management, content construction and deliver monthly strategy. • Follow up performance and implement strategies according to results. • Budget management.

MAJOR ACHIEVEMENTS

• 2011. - Lead and implement strategy across 12 countries in Latin America to assure monthly content in Amway TV.

• 2011. - In average, there was a 15% monthly growth of Amway TV audience during a consecutive year.

• 2012. - Launch of new digital tools that supported the penetration of the training department among distributors.

WARDROBE ASSISTANT MR Entertainment 2009 - 2010

• Distribute costumes and keep records of item status. • Maintain inventory of ornate jewels and ensure appropriate supply on stage • Clean costumes before and after performances. • Provide assistance to cast members in wearing costumes. • Inventory stock to determine conditions of available costuming.

EDUCATION UDEM (Universidad de Monterrey), Monterrey Nuevo León. Specialty in editorial design 2011 - 2012 UDEM (Universidad de Monterrey), Monterrey Nuevo León. Degree in communication and information studies. 2006 - 2009 UDEM (Universidad de Monterrey), Monterrey Nuevo León. High School 2001-2004 KEY SKILLS Strong abilitiy to communicate effectively with all organizational levels and able to maintain cultural sensitivity. Capable of deliver innovative and creative concepts. Knowledge of design practices including layout, color and typography. Organized and detail-oriented able to strategize and prioritize effectively to accomplish multiple tasks and stay calm under pressure. ADITIONAL:

• Microsoft Office: Word, Power Point and Excel. • Adobe Photoshop: Regular. • Adobe InDesign: Expert. • Adobe Illustrator: Regular.

LANGUAGES:

• Spanish 100% • English 90%