1. Diana Andrea Benavides Ugarelli
Mob. +33 (0) 783840369 21, Rue Edith Cavell
Tel +33 (0) 951994412 Courbevoie, 92400
ugarelli_da@hotmail.com
https://fr.linkedin.com/in/diana-benavides-ugarelli-b432512b/en
PROFILE
Economist with eight years of international experience in a 1.2 billion dollar multinational company with more than
8000 employees and a sales force of almost million sales representatives; has worked in the construction of analysis
and strategies for the cosmetic direct selling market. Goal oriented with proven ability to solve challenging situations
wining the sponsorship of the high direction. High adaptability to different environments and fields, with working
experience in marketing, strategy & finance, and supply chain. Excellent communication skills, expertise developing
teams and working in a multifunctional environment.
PROFESSIONAL BACKGROUND,
Belcorp do Brasil Distribuidora de Cosméticos Ltda, Brazil Subsidiary • São Paulo, Brazil • May 2014 – Aug 2015
Marketing Country Manager
Reporting directly to the General Director of the Brazilian operation, managing a team of 12 people including 4 direct
reports in marketing administration, communication, digital and business analytics management. In charge of the
commercial strategy definition in coordination with the corporate team, the execution and design of the marketing
efforts at strategic and operational level and the reporting of results of the country to the high corporate direction.
Significant achievements:
• Average ticket positive trend: 1
st
semester 2014 -3% SPLY, 2
nd
semester 2014 +3% SPLY, 1
st
2015 +15%
SPLY.
• Successful product launching: Facial skin care “Nocturne” +108% over the estimate in the pre-launch, lash
mascara “Olhar Encantador” +46% vs target, body care line, eye shadow quality circle Esika Pro +116% vs
target, “Meu Tempo” +32% vs target, eye skin care Concentre Olhos +52% vs target, fragrance Beauty red
+6% vs target.
• Brand fade-out communication plan: the brand represented 20% of the sales before the face-out starting in
Jan 2015. The plan includes sales migration to other products by reinforcing the commercial tactic including
promotions and targeted sampling. It also included public relation reactive strategy.
• Launch of Belcorp Blog for the sale force (Sep 2014) average 634 pageviews per day in 2015 with no
advertising investment, and launch of facebook for sale force (Abr 2015) 7,000 likes in the first quarter.
• Selling cards project: sampling method cheaper than the original one in 62%, first country in the corporation
to implement.
• Business Analytics: Implementation and leadership of the OGSM Brazil (Objectives, Goals, Strategy and
Measures Brazil)
• Team leader: Scored 100% in development of capabilities within the team, 85% in overall leadership by
direct reports, and + 18pts in overall organizational climate of the area, according to the engagement survey
2014 compared with the previous year.
Belcorp do Brasil Distribuidora de Cosméticos Ltda, Brazil Subsidiary. • São Paulo, Brazil • Oct 2013 – Apr 2014
Business Analytics and Sales Administration Manager
Working directly with the General Director of the Brazilian operation in the commercial model’s evolution to optimize
the business and build a differentiated value proposition, leading multifunctional teams to win productivity in the sales
team with direct interference in marketing planning. Leading a team of three people.
• Conceived and implemented methodology of short-term orders projection
• Sales reports implementation
• Participated on the definition of Brazil’s strategic objectives and action plan
• Education Benchmark Study: Sales force’s methodology and education of a benchmark competitor, resulting
in launching of the culture for the sales force, articulation and alignment of the messages

2. Belcorp do Brasil Distribuidora de Cosméticos Ltda, Brazil Subsidiary • São Paulo, Brazil • Jul 2012 – Sep 2013
Business Analytics Manager
Structuring and leading analysis and diagnosis that support the high direction decision making process, in charge of
the presentation of results of the country and mid-term projections.
• Sales KPI definition, data base structuring, formulas alignment and report of results
• Business model rules change which result in +10% leaders activity increase in the first quarter
• Quickwins Supply Chain Brazil: project with supply chain Brazil team improving the service measured by “on
time delivery” from 81% to 90% in the first four months and leadtime reduction 0.6 days
• Quickwins Sales force: diagnosis and action plan for better management of the sales force, reorganization of
sales structure
CETCO SA, Belcorp Headquarters, Strategy & Finance VP • Lima, Peru • Oct 2011 - May 2012
Social Innovation Manager
Financial product creation “Flexipago”, a working capital line of credit that allows sales representatives to finance their
orders in 63 days. The product considers business and financial management education. It offers credit to people
who are not eligible in traditional banking markets. The product was launched in 2013:
http://flexipago.somosbelcorp.com/FlexipagoCL/index.html
• Co-creation of the product with McKinsey & Co
• Pilot project PMO, coordination with the areas in the country pilot: client service, education, finance; and
corporate areas: legal affairs, IT, sales, communication, etc. for defining and approving datelines, zones,
briefs, objectives, etc.
• In charge of the communication and training field: communication strategy, materials briefs, reports design
for the sales force
CETCO SA, Belcorp Headquarters, Brands VP • Lima, Peru • Oct 2010 – Sep 2011
Marketing Strategic Project Senior Analyst. Brazil Project
Developing and proposing competitive analysis that supports the commercial decisions for launching of the Brazilian
operation. Work on the creation and implementation of the commercial tactic.
• Competitive analysis for the pricing strategy proposal for the three brands: L’bel, Esika and Cyzone
• Marketing tactics planning and estimates involvement
• In charge of the magazine for the sales force, support on the development of Lbel’s catalog
• Sales: Competitive analysis building to support the main definitions of the value proposition to consultants.
Incentives, compensation plan and business rules
DEC Cosmetiques, Belcorp Headquarters, Strategy & Finance VP • Panamá City, Panamá • Jan 2010 – Oct 2010
Strategy Analyst
Analyzing the situation of Belcorp subsidiaries and corporation in order to identify opportunities and evaluate
strategies for improving the profitability and growth.
• Strategic Guidelines: Design of the model for forecasting the strategic guidelines to define the financial and
commercial goals for the corporation and subsidiaries.
• Country’s Diagnosis: Commercial and financial analyses based on commercial drivers which lead decisions
like zones fusion, cost of delivery reduction. Pricing, portfolio, incentives, sales force analysis that lead to
decisions like new products lines, and changes in incentives policies.
• Branding Project: With McKinsey & Co the objective was analyzing the market study to get a new marketing
positioning to minimize cannibalization among brands. It results in the definition of core categories, pricing
positioning and target segment by brand.
DEC Cosmetiques, Belcorp Headquarters, Strategy & Finance VP • Panamá City, Panamá • Jun 2009 – Jan 2010
Benchmarking Analyst
CETCO SA, Belcorp Headquarters, Supply Chain VP • Lima, Peru • Jan 2008 – May 2009
Balance Scorecard Assistant

3. EDUCATION
Fundação Gertulio Vargas - FGV • Sao Paulo, Brazil • 2016
Executive MBA in Strategic and Economic Management
Universidad de Lima • Lima, Peru • 2007
Bachelor in Economics
LANGAGES
• Frances– B2 Advanced
Alliance Française, Ile de France 2016
• Português – Fluent
Centro de idiomas de la Universidad Pacifico 2011
• English- Fluent
Instituto Nacional Peruano Norteamericano ICPNA 2003
Certificate of Proficiency in English, Method Michigan: MTELP (89/100) ICPNA 2004
• Spanish – Native
CERTIFICATIONS
• Certification partial in Econometrics for Business Universidad de Lima 2006
• Certification partial in Banking Economics Universidad de Lima 2006