Marcela Melero
Chief Growth Officer, Dove Personal Care North America and Dove Masterbrand
New York, New York, United States
Professional Overview
Marcela Melero is an accomplished marketing and brand management executive with over 20 years of experience driving growth and innovation for iconic consumer brands. As the Chief Growth Officer for Dove Personal Care North America and the Dove Masterbrand, she is responsible for developing and executing strategic initiatives to expand the reach and impact of these premier Unilever product lines.
Experience Summary
Current Role
As Chief Growth Officer, Marcela oversees all aspects of the Dove brand strategy, marketing, and new product development for the North American market. She leads a team of cross-functional professionals to identify and capitalize on emerging consumer trends, strengthen brand loyalty, and deliver impactful campaigns that drive sustainable business growth. Under her leadership, the Dove portfolio has achieved double-digit revenue increases and gained significant market share in key categories.
Career Progression
Prior to her current role, Marcela held several senior brand management positions within Unilever, including Global Brand Vice President for Vaseline and Dove Men+Care, as well as Global Brand Director for Dove Body Wash and Dove Bar. In these roles, she spearheaded successful product launches, implemented innovative marketing strategies, and led global brand repositioning efforts that elevated the visibility and relevance of these well-known brands.
Academic Background
Marcela holds a Master's degree in Marketing from the Kellogg School of Management at Northwestern University, where she graduated with distinction. She also earned a Bachelor's degree in Business Administration from the University of California, Berkeley, with a focus on International Business and Entrepreneurship.
Areas of Expertise
- Brand strategy and positioning
- Consumer insights and trend analysis
- Omnichannel marketing and digital transformation
- New product development and innovation
- Cross-functional team leadership and collaboration
Professional Impact
During her tenure, Marcela has been recognized for her ability to drive sustainable growth and foster a culture of innovation. She led the development and launch of the award-winning "Real Beauty" campaign for Dove, which challenged traditional beauty standards and earned widespread critical acclaim. Additionally, she spearheaded the introduction of several industry-first product innovations that have solidified Dove's position as a market leader in personal care.
Conclusion
Marcela Melero is a seasoned marketing executive with a proven track record of driving transformational growth for leading consumer brands. In her current role as Chief Growth Officer for Dove Personal Care North America and the Dove Masterbrand, she continues to leverage her deep industry expertise and strategic vision to expand the reach and impact of these iconic products, positioning Unilever for continued success in the evolving personal care landscape.
