Roxana
Flores
Commercial & Category Leader
Expert Lead @ Westwing · Ex-L'Oréal
Munich, Germany
Over the past 10+ years, I've built my career at the intersection of brand, category, and operations — working across FMCG and e-commerce in Spain and Germany. I enjoy bringing structure to complex topics, aligning stakeholders, and moving from insight to action quickly — making sure ideas turn into launches, availability, and measurable results. I've led brands at L'Oréal, scaled supply chains and driven category strategy at Westwing, and built strong teams along the way.
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2024 — present
Expert Lead Category Manager
Westwing · Munich
- I own end-to-end responsibility for strategic category development, driving revenue growth, margin optimisation, and long-term portfolio direction
- Define and execute category and private label strategy, strengthening the positioning and market share of the Westwing Collection
- Lead cross-functional alignment across commercial, marketing, and operations teams to ensure consistent execution of business priorities
- Drive data-informed decision-making using customer insights, performance analytics, and market intelligence
- Shape seasonal and long-term commercial strategies, including portfolio restructuring and prioritisation of high-impact initiatives
- Manage and develop a team, acting as a strategic interface between multiple business functions
- Align product strategy with customer experience and commercial objectives to support overall digital business growth
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2020 — 2024
Team Lead Supply Chain Manager
Westwing · Munich
- I led and developed a high-performing team of 7 direct reports
- Shaped and drove the global supply chain strategy for WestwingNow and Westwing Collection as a member of the leadership team
- Monitored key supply chain KPIs, including product availability, inventory risk, customer impact, supplier performance, and open customer orders
- Managed end-to-end supply chain operations and cultivated strategic relationships with 500+ suppliers across Europe and Asia to ensure supply security and effective inventory risk management
- Optimised inventory levels by closely monitoring demand and supply dynamics and providing trend insights to improve forecast accuracy
- Maintained high standards of supply chain processes and supplier compliance while navigating ongoing global supply chain challenges
- Led key projects focused on standardising and scaling processes across the department
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2019 — 2020
Senior Brand Manager, Lancôme
L'Oréal Group · Madrid
- I oversaw Lancôme's skincare category with full ownership of key strategic initiatives
- Managed comprehensive product launches end-to-end, analysing performance, key drivers, and market data for Marketing and Brand Directors
- Owned and allocated a seven-figure marketing budget, monitoring expenditure and identifying investment opportunities
- Led and mentored Junior Marketing Assistants
- Served as Business Insights lead, interpreting NPD data to deliver actionable recommendations on business performance
- Tracked category sales and identified challenges, risks, and growth opportunities through ongoing competitive research on launches, pricing, and sales drivers
- Collaborated with sales teams and retailers to ensure seamless in-store execution of marketing strategies
- Key projects: Advanced Génifique relaunch and Chiara Ferragni × Rénergie Ultra collaboration
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2017 — 2019
Product Manager, Kérastase
L'Oréal Group · Madrid
- I developed brand concepts grounded in consumer insights and trends, aligned with the brand's purpose
- Created compelling presentations and strategic recommendations for senior management
- Led franchise expression and drove in-store brand representation across retail channels
- Managed the marketing budget and ensured accuracy in sales forecasting
- Tailored online and offline communication strategies — including imagery, digital, and point of sale — for the local market
- Coordinated product launches end-to-end, ensuring operational excellence across all involved departments
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2017
Product Manager, Decléor
L'Oréal Group · Madrid
- I drove growth through new product launches and core product performance via targeted promotional and advertising strategies
- Collaborated closely with the retail team on the successful opening of flagship stores
- Sustained momentum on key products through consistent execution of launch and growth plans
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2016 — 2017
Marketing Assistant, Redken
L'Oréal Group · Madrid
- I supported the Product Manager in planning and executing product launches and campaigns for the local market
- Collaborated with creative agencies, sales, purchasing, and education teams on the communication and execution of promotions
- Designed trade marketing collateral for product launches, campaigns, and client activations
- Adapted international marketing strategies to the Spanish market
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2013 — 2014
Junior Marketing & Sales Manager
Berner und Sohn Textilagentur · Munich
- I led ongoing customer acquisition and account management across Spain, Latin America, and Northern Europe
- Designed and implemented marketing and sales activities
- Managed social media and email marketing channels
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2015 — 2016
MSc in Marketing Management & Digital Media
ESCP Business School · Madrid
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2009 — 2013
Bachelor of Business Administration
EU Business School · Munich
- Spanish Native
- English Fluent
- German Professional Working