Diahann Benitez

Type: Portfolio Strategy, Go-to-Market, Growth Strategy

Led the marketing transformation of Logitech’s mid-tier portfolio, integrating hardware and software value propositions to revitalise growth. Built consumer-centric positioning frameworks based on buyer personas and unmet needs, emphasising “laptop-style typing” as a key differentiator. Defined creative territories for “Fluid Professionals” and launched the global awareness platform Make Work–Life Magic, shifting communication from product features to emotionally resonant narratives.

Collaborated with Product Management to enhance the role of software (Options+) in the portfolio, boosting attach rates and relevance. Drove targeting precision through the Communications Bulls-Eye initiative and optimised resources by adapting assets across campaigns (e.g. Boston → Yuma). Directed agency onboarding, toolkit creation, and cross-functional alignment with Sustainability, Legal, Engineering, and Marketing teams.

Despite organisational restructuring and resource constraints, delivered four global launches on time and budget, accelerating market readiness in key regions. Strengthened team performance by setting clear direction and energising cross-functional partners.

Key Achievements:

- Revitalised mid-tier portfolio, driving +47% growth for the Signature Series.

- Created actionable global toolkits for local activation across digital, social, PR, and e-commerce.

- Integrated hardware + software positioning, elevating Logitech’s value proposition and user experience.

- Shifted marketing approach from product-focused to emotion-led campaigns, improving brand equity and relevance.

Type: Brand Strategy, Digital Marketing, International Expansion

Global Brand Manager – Cetaphil Sun

Owned global brand strategy and equity building for the Sun portfolio, driving market share and sales growth across key regions. Developed consumer-centric positioning that prioritised face protection, supported by a robust innovation pipeline and 360° communication plans. Unified fragmented regional brands into a single, coherent global portfolio, enhancing efficiency and consistency.

Led the creation of the global digital campaign Face the Sun, Feel the Sun, Take Only Health from the Sun, rolled out with 200+ assets across 30+ markets. Directed cross-functional teams and external partners to deliver campaigns on time and within budget. Built digital merchandising assets to ensure coherence across owned, paid, and e-commerce channels.

Partnered with R&D, supply, and regional marketing teams to align innovation with consumer needs and production constraints. Provided local markets with scalable A/B testing guidelines, enabling optimisation of media performance and ROI.

Key Achievements:

- Designed and executed a global brand strategy that revitalised the Sun portfolio.

- Shifted portfolio priorities to face products, optimising ROI and accelerating growth.

- Delivered a global digital campaign implemented in 30+ markets, maximising awareness and engagement.

- Improved ROI through a digital-first media mix, reallocating spend from traditional channels.

Type: New Market Entry, Product Strategy, Growth Strategy

Tasked with creating a completely new therapeutic haircare brand from the ground up, addressing an unmet consumer need in hair loss prevention and scalp health. Partnered with cross-functional global teams to define the innovation pipeline, brand positioning, identity, and packaging design, while leading go-to-market planning in top 5 priority markets.

Launched Qilib, a CHF 350M (10-year plan) brand, across 15 markets including the US, China, India, Brazil, and Russia. Developed the global communication strategy and creative assets, validated through pre-market testing (persuasion >80%). Led digital-first campaigns, leveraging search, display, and social media to establish credibility and accelerate adoption.

Implemented a centralised digital ecosystem (websites, YouTube channel, creative storage) in partnership with IT and Global Digital Operations. This reduced hosting costs, standardised brand image across markets, and improved cybersecurity. Directed steering committee activities for product innovation, geo-expansion, and packaging, while aligning marketing and sales with regulatory and professional requirements.

Key Achievements:

- Built Qilib, a new CHF 350M therapeutic haircare brand, launched in 15 global markets.

- Established a validated global campaign framework, surpassing persuasion benchmarks (>80%).

- Implemented a centralised digital infrastructure, improving brand consistency and cutting costs.

- Delivered a scalable innovation and go-to-market playbook for future category growth.