Overview

I led the 3-year product roadmap for a major CPG cult-favorite body butter. My goal: transform a single SKU into a sensorial, scalable platform that delivers both emotional resonance and commercial growth. Directing dashboards for leadership or translating consumer insights into scalable campaigns, combining tools for maximum clarity and impact, like Tableau, Illustrator, Power BI, Excel, and Adobe Creative Suite.

This wasn’t just product development—it was brand expansion through insight-driven innovation and creative disruption.

As much of my work is protected by copyright and confidentiality agreements, I’m unable to share project visuals publicly on this site. However, I’m happy to provide a curated PDF presentation or a private walkthrough of selected work upon request.

If you're interested in viewing examples of my creative direction, rebranding initiatives, and multi-platform campaign work, please reach out to discuss. I can share select projects in a non-public format, tailored to your specific interests.

To request work samples or start a conversation:
Email Arturo or connect via LinkedIn.

Innovation Roadmap

Scope

The product needed a refresh that kept its fragrance magic, but added functional value. Consumer-Led Innovation Roadmap | Category Growth Contribution: Presentation, Roadmap, Photography, White Space, Leadership

The Challenge

The body butter category had become saturated, with formulas and claims beginning to blend together. Consumers, especially Gen Z and Millennial audiences, wanted more:

  • Elevated texture

  • Multifunctional claims

  • Clean beauty ingredients

  • Personalized sensory experiences

My Role

Strategic insight, team collaboration to execution. This included:

  • Mapping white space across formats, benefits, and rituals

  • Crafting product mixes grounded in consumer truth and trend forecasts

  • Building internal and external teams (R&D, Packaging, Finance, Creative)

  • Overseeing demos, product claims, and benefit validation

  • Partnering with US Business Unit & Customer Strategy to align sell-in

The Innovation Roadmap

Pillar 1:

Elevated Formats

  • Overnight Recovery Balm – Skin-repairing nighttime ritual

  • Whipped Soufflé – Light-as-air texture

  • Glow-Boosting Butter – Infused with mica for skin radiance

Pillar 2:

Consumer-Centric Claims

  • Clean formulas

  • Inclusive storytelling

  • Layering kits for different skin tones & preferences

Pillar 3:

Disruptive Ideas

  • Seasonal limited editions

  • Wellness body butters (adaptogens, aromatherapy)

  • Refillable formats (sustainability meets luxury)

Repeatable Innovation Model

Outcomes & Growth: Moisturizing Body Wash Innovation Roadmap | Category Growth Contribution

  • Repeatable innovation model adopted across other SKUs

  • Market Insight Roadmap

  • Trend of Industry

  • Forecasting aligned with supply chain + marketing