background
As the Global Associate Product Manager for Neutrogena Skin Technology Innovation, I spearheaded a range of strategic initiatives aimed at revolutionizing skincare technology and enhancing user experiences worldwide. My role involved a diverse set of responsibilities:
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Led a team of 5 in developing and executing a comprehensive product management strategy for Neutrogena Skin360, ensuring seamless integration and rollout of critical features, such as Weather and Skin Tone, catering to diverse consumer backgrounds.
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Oversaw end-to-end global brand management, including product development, enhancement, and expansion into new markets such as Brazil.
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Conducted extensive market research to identify whitespace opportunities, differentiate the product, and ensure a positive user experience in the competitive landscape.
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Leveraged data-driven insights, market research, and customer feedback to formulate a clear product vision and strategy.
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Defined and maintained a detailed product roadmap, focusing on continuous optimization for new feature launches and ongoing campaigns.
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Championed a user-centered approach to product development, prioritizing exceptional user experiences through rigorous user testing, feedback collection, and iterative design processes.
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Utilized historical social media and live event data to optimize campaign performance, meeting key performance indicators (KPIs) and enhancing user engagement.
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Managed external content briefs, tracked and monitored content performance, and implemented key learnings, achieving a remarkable 50% increase in performance and engagement with the Facebook community.
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Led the deactivation of the mobile native Skin360 application, based on research findings, thereby saving thousands of dollars and other valuable resources for the organization to be repurposed for other strategic initiatives.
key achievements
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Background: I led the development of the Skin Tone and Weather features for the Neutrogena Skin360 platform. This initiative was driven by insights gathered from consumer trends and competitive research, revealing a gap in personalized skincare solutions and an opportunity to differentiate Neutrogena's offerings.
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Research & Analysis: Extensive research on consumer trends highlighted a demand for personalized skincare solutions tailored to individual needs. Through competitive analysis, I identified that no other competitor offered a comprehensive feature combining skin tone analysis and weather conditions for personalized product recommendations.
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Alignment with Product Strategy: Recognizing the strategic importance of personalization in skincare, I saw an opportunity to align the Skin Tone and Weather features with our upcoming launch of a new tinted mineral sunscreen. This alignment allowed us to provide users with tailored product recommendations based on their skin tone and environmental factors.
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Collaboration & Prototyping: Collaborating with internal & external partners across R&D, Marketing, IT, and Design, we developed prototypes of the Skin Tone and Weather features. By leveraging cross-functional expertise, we ensured that the features seamlessly integrated into the Neutrogena Skin360 platform.
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Alignment & Approval: Seeking alignment and approval from key stakeholders, I presented the strategic rationale and value proposition of the Skin Tone and Weather features. By demonstrating how these features would enhance user experience and drive engagement, I gained support and buy-in from all relevant parties.
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Development & Launch: Working closely with the development team and project manager, I prioritized the development and implementation of the Skin Tone and Weather features. By adhering to tight timelines and resource allocation, I successfully launched both features ahead of the new tinted mineral sunscreen.
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Results & Impact: The launch of the Skin Tone and Weather features resulted in a significant increase in user engagement with the Neutrogena Skin360 platform. Users appreciated the personalized product recommendations tailored to their skin tone and local weather conditions. Additionally, the integration of these features enhanced the success of the new tinted mineral sunscreen launch, reinforcing Neutrogena's position as a leader in skincare technology.
1) created skin tone & weather feature
2) launched Skin360 in Brazil
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Background: I led the launch of Neutrogena Skin360 in Brazil, collaborating closely with the Brazil Neutrogena brand manager to tailor the product to meet the specific needs of the Brazilian market.
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Market Analysis & Customization: Based on the insights gathered from the Brazilian skincare market to understand market-specific needs, we modified the existing Neutrogena Skin360 product to ensure its applicability not only to Neutrogena but also to other beauty brands under the umbrella, such as Neostrata. This rebranding initiative was coined as "Skin Lovers Club."
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Global Launch Strategy: Drawing from successful launch strategies in the US market, I created a comprehensive global launch plan to ensure a successful rollout of Skin Lovers Club in Brazil. This plan included a mix of in-person and online marketing activations, pop-ups, advertisements, and other promotional activities tailored to the Brazilian market.
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Project Management & Execution: I developed a detailed project timeline and meticulously managed the launch process to ensure all activities were executed on time and within budget. By maintaining close communication with cross-functional teams, stakeholders, and external partners, I ensured alignment and coordination throughout the launch phase.
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Successful Launch & Knowledge Sharing: Following the successful launch of Skin Lovers Club in Brazil, I leveraged this experience to identify additional markets with potential for successful launches. I created a global launch toolkit consolidating best practices and learnings from previous launches, enabling seamless replication of successful launch strategies in other markets.
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Results & Impact: The launch of Neutrogena Skin360 in Brazil under the "Skin Lovers Club" brand garnered a positive reception from consumers and contributed to increased brand visibility and market penetration. Furthermore, the development of a global launch toolkit will facilitate the successful rollout of Neutrogena Skin360 in other markets, streamlining launch processes and maximizing efficiency.
3) decomissioned the native Skin360 mobile app
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Background: I led the decommissioning of the native Skin360 mobile app, aligning with the evolving product strategy and optimizing resource allocation that drove cost-effective solutions that benefit the organization.
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Evaluation & Analysis: I initiated the decommissioning process by conducting a comprehensive evaluation of the existing mobile app strategy versus the Progressive Web App (PWA.) Through a detailed cost-benefit analysis, I determined that the continued maintenance and resource allocation for the mobile app were not justified, considering the superior functionality and cost-effectiveness of the PWA.
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Collaboration & Project Management: Working closely with our IT partners and developers, I collaborated to determine the technical requirements and work-back plan for the full decommissioning of the mobile app. I created a detailed project timeline and aligned it with senior leadership to ensure clarity and accountability throughout the process.
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Communication & User Migration: Crafting clear and concise messaging, I communicated the decision to decommission the mobile app to users via in-app notifications and email campaigns. The messaging emphasized the benefits of migrating to the PWA and provided guidance on how to access the web-based platform for continued use.
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Execution & Outcome: With all pieces in place, I executed the decommissioning plan, ensuring a seamless transition for users from the mobile app to the PWA. Within a month of implementation, the mobile app was successfully decommissioned, resulting in significant cost savings and resource optimization. My decision and execution led to savings of several thousand dollars, validating the strategic direction and efficiency of the decommissioning process.
