Roxana
Flores

Expert Lead Category Management

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
• Drove deliberate premiumisation — exiting 32% of SKUs by discontinuing lower-quality brands — significantly increasing Westwing Collection GMV share and growing seasonal category revenue by 24% YoY

Team Lead Supply Chain Management

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
• Managed circa €12M in annual purchasing value; standardised and automated core processes saving 7–8 hours of manual work per team member per week; maintained 90% stock availability through post-COVID disruption — during which the Westwing Collection grew to represent over 50% of Group GMV

Senior Supply Chain Manager

Westwing · Munich

A strategic career move to build first-hand supply chain expertise before stepping into a leadership role. In three months, I managed demand and supply dynamics across the full portfolio, maintained 90% stock availability during peak COVID disruption, and contributed to Black Friday 2020 — one of Westwing's strongest commercial periods on record. This experience directly informed my transition into a supply chain team lead position.

Senior Brand Manager, Lancôme Skincare

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 (microbiome education strategy including an exclusive two-season mini-series starring Belén Rueda for HOLA.com — the platform's most-watched content) and Chiara Ferragni × Lancôme collaboration, culminating in a sell-out event at El Corte Inglés
• Together these initiatives delivered the brand's most significant commercial milestone: Lancôme became the #1 skincare brand in Spain after several years of pursuit, driven by mid double-digit sell-out growth

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
• Blond Absolu outperformed sell-in forecast by 20%+; pre-launch community and ratings & reviews strategy pioneered locally and adopted as a European best practice; zero out-of-stocks at launch; double-digit sell-out growth outperforming the premium haircare category in Spain

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 the first Decléor flagship store in Spain
• Sustained momentum on key products through consistent execution of launch and growth plans

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
• This role built the foundation of what would become a 10+ year career in brand and category management

Junior Marketing & Sales Manager

Berner und Sohn Textilagentur · Munich

• I led ongoing customer acquisition and account management across Spain, Latin America, and Northern Europe
• Represented the brand at industry exhibitions and trade fairs across Europe
• Designed and implemented marketing and sales activities
• Managed social media and email marketing channels
• A true start-up environment — hands-on, fast-moving, entrepreneurial — that taught ownership, resourcefulness, and how to get things done with limited resources

Online Marketing Intern

Triumph International · Munich

World's leading intimate apparel company.

Own Brand Department Intern

Metro Cash and Carry · Düsseldorf

Global retail and wholesale; Media Markt, Saturn & Metro Stores.