In 2021, I led the successful U.S. launch of Saba, Essity’s feminine care brand. Since then, I’ve driven the brand’s global mission to help women feel confident in their bodies by crafting a strategy deeply rooted in consumer insights.
This approach resulted in a 6% yearly increase in market share and a 311% growth in volume sales within the feminine hygiene category over three years. In 2024, I achieved an average engagement rate of 11.75% across all paid digital and social campaigns, showcasing the brand’s ability to connect meaningfully with its audience.
MY ROLE
Strategic and Creative Direction: Develop and execute overall creative strategy maintaining consistency with global brand guidelines but ensuring local relevance.
Team Leadership: Directed a team of copywriters, creators, editors and designers to deliver impactful campaigns across digital, social, and traditional channels.
Content Production: Oversee the production of always-on content for all brand's platforms ensuring creative excellence while meeting strategic goals.
360 Campaigns: Conceptualize and execute integrated campaigns to promote Saba’s innovative technologies and product launches.
Localization: Adapted global campaigns from Europe and Mexico for the US market, including re-writing, re-editing and re-shooting to reflect market needs and resonate with local audiences.
Influencer Agency Management: Managed relationship with partner agency to integrate influencer marketing into the brand's social strategy.
WORK HIGHLIGHTS
INCLUSIVE SHOOT
- Produced a groundbreaking photoshoot showcasing women of diverse body types, skin tones, and experiences, celebrating self-love and inclusion.
- Resulted in 60+ assets —photos and videos— to be used throughout the year on social media, the Saba website, Amazon store, digital ads, and more.
Periodsomnia Adaptation
- Successfully localized Essity's global campaign "Periodsomnia" for Saba in the US market
- Re-edited hero video and assets to create culturally relevant visuals that aligned with the product's unique specifications and the audience's maturity
- Ensured content resonated with local audiences while maintaining global brand consistency
- Achieved a 5% CTR across Meta and TikTok campaigns, resulting in a 40% increase in product page visits in the Amazon store over two-month campaign
- Drove a 18% increase in Amazon store sales within the first month of the campaign through targeted social media and YouTube ads
- Generated 2 million impressions on Meta and TikTok, leading to a 25% growth in reach over two-month campaign
Breaking Taboos with Always-On Content
Oversaw creation of educational and thought-provoking social media content to normalize menstruation for both men and women. Leveraging humor and in-your-face visuals, the content aimed to make periods a natural topic—even if it meant sparking discomfort or controversy.
