MARIA FERNANDA VILLALOBOS LINKEDIN: MARIAFVILLALOBOS @MFVQ 652046507 MFVQ92@ICLOUD.COM BARCELONA
Luxury and lifestyle fashion and fragrance business with owned and licensed global brands sold in over 150 countries worldwide. €1,933 million in net revenues 2018.
PRODUCT DEVELOPMENT GOOD GIRL + BAD BOY BY CAROLINA HERRERA
BARCELONA. OCTOBER 2018 - PRESENT
As part of the Marketing team, had to constantly being updated with latest trends in fashion, fragrance and the entertainment industries to develop strong concepts and a range of products, working in close relation with internal and external partners and supporting my team, while leading my own projects. Good Girl • Consolidated the product packaging and GWP (gift with purchase) for the first Good Girl gifting animation in China for Chinese New Year 2021. • Proposed varios concepts, vision boards, and delivered product renders for the Good Girl Collectors 2021. Bad Boy • Pre-selected and aligned retouch for the final selection of all photos for PR, Digital and any public use. • Lead the official Behind The Scenes video for the Bad Boy campaign launch. Created the storyline and videos to be used in the final edit. General • Completed various Good Girl and Bad Boy GWPs for launch in 2021. • Coordinated various photo retouch and video edition for campaigns and commercial exposure.
Carolina Herrera + Puriﬁcación García Accesorios ECI
Ran by Sociedad Textil Lonia, an accessories Corner in El Corte Inglés Francesc Macià.
BARCELONA. JULY 2018 - OCTOBER 2018
With no sales background, no other advisor around and no training, surpassed my contract sales. You gotta do what you gotta do! • Accompanied client thought the sales process, provided personalised service by offering and responding promptly to customer demands and proposing suggestions and “packs” in order to complete the sale. • As the only english-speaking advisor in this ECI, attracted and helped out tourists (not only for my brand) who led to more sales. • Understood consumer insights on both of the brands: who and how much each brand’s consumer invested in a bag, belt, pashmina, jewelry, etc. • Organised stock creating the tags for all of those accessories who didn’t have them and updated the online stock to match the existent one. • Learned Visual Merchandising systems, which provided knowledge as a designer to be very specific when working with Point of Sales of a brand.
Local brand which collections are in opposition to fast fashion: long lasting, beautiful materials and made in Spain. They’re sold in her two stores in Barcelona, all around Spain and in international e-comms.
ART DIRECTION / CONTENT CREATION E-COMM + SOCIAL MEDIA BARCELONA. MARCH 2018 - PRESENT (FREELANCE)
Art direction and execution of the photos and videos of the brand to use in Instagram (main source of brand awareness), MariaRoch.com, and e-tailing, e-comm sites. Organisation and optimization of these before as well. • Created a spreadsheet with the stock that was destined for e-comm to manage resources effectively when orders were placed online. • Demonstrated success on learning WooCommerce and Wordpress for MariaRoch.com e-commerce, uploaded and kept stock updated, gave daily maintenance of product grid based on aesthetic and sales criteria. • Shot, retouched and made a how-to-put-on video of the best-sellers in every color of the collection that lead to raising sales online overall by 30%. • Improved appreciation of her collections on Social Media and e-comm, boost sales by creating a video for each of the garments who are flowy, non-constraining and not easily understood while on a hanger.
Blanquerna - Universidad Ramón Llull
MASTER’S DEGREE IN FASHION COMMUNICATION BARCELONA. OCTOBER 2017 - JUNE 2018
Creative agency with 16+ years of experience, offering e-commerce, design and strategy solutions for large corporate lifestyle and fashion e-comm industries.
DESIGNER BARCELONA. JULY 2017 - DECEMBER 2017
Working in the Esprit brand, mainly creating design solutions, photo-retouching and production of front-end content such as banners with CTA’s, display ads, always within constraints of the brand/client for all web environments. • Proposed an Instagram relaunch with a feed based on content and imagery they already had and wasn’t being exposed. This created brand awareness and started a positioning point in social media to be known by potential job seekers and clients.
MASTER’S DEGREE IN DESIGN AND ART DIRECTION
• Postgraduate Diploma in Design and Communication Strategies • Postgraduate Diploma in Art Direction
BARCELONA. SEPTEMBER 2016 - JULY 2018
The Hangar is Omnicom’s primary digital production and technology solution for agencies in the Americas. It offers creative strategies that develop high-end digital products and counts with more than 260+ employees with an outstanding portfolio of clients.
PRODUCTION DESIGNER COSTA RICA. APRIL 2016 - JULY 2016
Team of 5 working on the Nissan Diehard Fan Nations app created for the Rio Olympics 2016, which was an augmented reality, virtual face-painting app from Critical Mass powered by Image Metrics. • Executed and completed the production project in a 2 month period due to fast-track work and organisation. The project timing was 3 months.
A small creative agency in the heart of the upcoming town Barrio Escalante, with local clients and a team of 6 who created concepts, campaigns and packaging design.
DESIGNER COSTA RICA. APRIL 2015 - APRIL 2016
Created brand identities, concepts, web graphics, brochures, logos, corporate identities, always ensuring that delivered products had graphic design implemented in an effective way, adhered to the standards of the agency and the client. • Modernised Los Antojitos, Más T’Kila and Kawah Café in their social media campaigns by creating a renewed and updated set of photos and redesigning menus for a new, better and clearer experience in situ. • Developed a stronger team bond by improving communication between departments by having updates with/from clients daily, so there would be no chance of disinformation.
Mi Vida En Sayulita
Reality television show aired on Netflix, Hulu, Amazon Prime and Venevisión in 2013. Before its debut, the series had gathered more than 110k followers on their Facebook page which strategy was just photo + quote posts of the cast.
PHOTOGRAPHER | PRODUCTION ASSISTANT
MEXICO. APRIL 2012 - JULY 2012
Reporting to the producers directly, my responsibility was to create the official campaign photos and behind the scenes shots for social media. Location scouting, lighting, art direction and retouch for all imagery. As a plus, I did location scouting and arranged travel + food for the cast and crew in and out of the set. • Demonstrated organisational skills with photography, retouch and delivery timings. • Consolidated and directed the official imagery used for campaigns, PR, ads and communication for the show in digital platforms and print environments which strengthened the coherence of the brand through all its international exposure. • Acquired film-making knowledge and production.
BACHELOR’S DEGREE IN PHOTOGRAPHY
COSTA RICA. JANUARY 2010 - JANUARY 2016