Silvana Marsicovetere
MBA, Bachelor's Degree In Marketing And Advertising
Guatemala
Summary
Dynamic leader with a proven track record at Flushing Cosmetics and Grupo Palm, adept in strategic visioning and fostering innovation. Excelled in elevating operational efficiency and developing key partnerships, achieving significant growth. Skilled in budgeting and showcasing exceptional leadership, I've driven success across multinational teams, embodying a global perspective and customer focus.
Governance professional with proven track record in providing strategic direction and leadership. Known for delivering effective board resolutions and driving organizational success through collaboration and strategic planning. Possesses key skills in corporate governance and stakeholder engagement.
Overview
18
18
years of professional experience
8
8
years of post-secondary education
3
3
Languages
Work History
Board of Directors Member
AGEXPORT
Guatemala, Departamento de Guatemala
03.2021 - Current
- Reviewed outcomes and metrics to evaluate performance, effectiveness and impact.
- Contributed valuable insights regarding industry trends during board discussions, enabling informed strategic decisionmaking.
- Represent Agexport at CENCIT - Business Commission for Negotiations and International Trade.
- Collaborated in corporate governance best practices, improving overall board performance and accountability.
- Collaborated with fellow board members to establish a robust succession planning process for key leadership positions within the organization.
- Promote exports in Guatemala through advocacy and trade promotion.
- Represent the manufacturing sector in cosmetics and hygiene products.
- Lead assigned work committees.
Commercial Director
Grupo Palmas, Y Más, S.A.
Guatemala City, Departamento de Guatemala
09.2017 - Current
- Foundress of the company and Promote in Guatemala synthetic palm roofs made in the USA focused on safety and sustainability.
- Provided extensive leadership by effectively communicating strategic goals and plans.
- Directed trade show participation efforts for maximum exposure and return on investment.
- Developed pricing strategies that balanced profit margins with competitive positioning, driving sustainable growth.
- Conducted research to develop detailed business plans for commercial opportunities and expansion of synthetic palm thatch in C.A.
- Developed annual budgets based on historical data analysis and projected growth objectives.
- Negotiated high-value contracts for commercial partnerships, resulting in long-term business relationships.
Board Director
AGEXPORT - Comisión De Cosméticos E Higiénicos
Guatemala City, Departamento de Guatemala
02.2012 - Current
- To join the first board of directors of the cosmetics and hygiene commission to strengthen and promote exports in the sector.
- Endorsed ethical business practices throughout all levels of the organization, fostering a culture of integrity and accountability.
- Lead the sector's promotion committee by leading national events such as Innovacción and ADVANCE.
- Enhanced commission performance through strategic decision-making and active involvement in executive discussions.
- Championed sustainability initiatives, encouraging environmentally responsible practices throughout the commission.
- Maintained impartiality and objectivity during meetings and decision-making.
Board Director
Asociación Guatemalteca De Empresas Venta Directa
Guatemala, Departamento de Guatemala
01.2011 - Current
- Lead the positioning of the direct sales industry in Guatemala, promoting the code of ethics among companies and independent sellers.
- Generate and lead the market study in Guatemala from 2013 to date, indicating market positioning and growth of companies in flat sales and multi-level sales.
- Collaborated with fellow directors to develop long-term strategies that aligned with the Association objectives and associates expectations.
- Improved board communication by streamlining meeting agendas and implementing digital tools for collaboration.
- Evaluated financial reports thoroughly, making informed decisions on budget allocations and resource distribution.
- Endorsed ethical business practices throughout all levels of the organization, fostering a culture of integrity and accountability.
- Lead the first consumer behavior study for the Direct Sales sector in Guatemala 2024-2025.
- Represented AGEVD at industry conferences and events, national and international.
- Communicated business performance, forecasts and strategies to associates.
- Developed strong relationships with key stakeholders, ensuring their needs were understood and addressed.
Regional Marketing Director
Flushing Cosmetics
Guatemala City, Departamento De Guatemala
01.2007 - Current
- Create the sales and marketing strategy for a direct sales catalog company in Guatemala, El Salvador and Honduras.
- Lead the development and creation of new cosmetic and hygiene products.
- Created innovative strategies to drive customer engagement.
- 2nd Generation responsibility to lead governance, succession and strategic plan to 2035, culture change and upskilling.
- Mentored junior marketing staff to elevate overall team performance and drive professional development growth.
- Analyzed market trends to identify new opportunities for product promotion and expansion into untapped markets.
- Developed and implemented marketing and communications plans for Flushing Cosmetics company.
- Oversaw ongoing market research that targeted key customer demographics and used information to proactively adjust future marketing plans for resellers.
- Conceptualized creative advertising campaigns that resonated with target demographics while adhering to strict budgetary constraints.
- Established strong relationships with key industry stakeholders, fostering collaboration and business development opportunities.
- Oversaw branding and rebranding initiatives.
- Set and administered yearly budget of more than $2 million for the marketing department.
- Created content and promotional materials to drive engagement and conversions.
- Managed budget allocation and resource utilization to maximize marketing ROI.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Education
MLC Master in Leadership And Coaching -
ENAE
Spain 08.2017 - 10.2018
MBA -
Universidad Valparaíso
Chile 08.2010 - 12.2011
Bachelor's Degree in Marketing And Advertising -
Universidad Rafael Landivar
Guatemala 01.2004 - 11.2009
Skills
Strategic visioning
Operational efficiency
Customer focus
Global perspective
Succession planning
Innovation fostering
Leadership and people development
Multitasking Abilities
Excellent communication
Self motivation
Budgeting and forecasting
Timeline
Board of Directors Member
AGEXPORT
03.2021 - Current
Commercial Director
Grupo Palmas, Y Más, S.A.
09.2017 - Current
MLC Master in Leadership And Coaching -
ENAE
08.2017 - 10.2018
Board Director
AGEXPORT - Comisión De Cosméticos E Higiénicos
02.2012 - Current
Board Director
Asociación Guatemalteca De Empresas Venta Directa
01.2011 - Current
MBA -
Universidad Valparaíso
08.2010 - 12.2011
Regional Marketing Director
Flushing Cosmetics
01.2007 - Current
Bachelor's Degree in Marketing And Advertising -
Universidad Rafael Landivar
01.2004 - 11.2009
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