Marcela ‘Mele’ Melero leads brand strategy, innovation and marketing for Dove. With more than 20 years of experience, she plays a key role in driving brand growth through creative, impactful initiatives.

She has led standout projects including ‘Beauty Never Gets Old’, which celebrates women over 60 alongside the iconic Beauty Bar, and Dove’s US collaboration with TikTok favorite Crumbl Cookies – blending indulgence with a message of self-care. Mele also launched Dove’s first fully creator-led campaign, ‘Share the First’, inviting real women to challenge the pressures of social media perfection.

In 2024, she created ‘These Legs’, Dove’s Super Bowl spot, spotlighting how low body confidence drives girls out of sports – anchored to Dove’s Body Confident Sport programme, developed with Nike to support coaches and young athletes.

Mele also leads Dove’s Self-Esteem Project, reaching over 114 million young women in 153 countries, advancing her commitment to building confidence at every stage of life.