Marcela Melero, known as Mele, is the Chief Growth Marketing Officer for Dove, Masterbrand and Personal Care. Originally from Argentina and now based in New York, she leads the global brand strategy and vision. She is the recipient of multiple industry honours, including the CEW Achiever Award, and has been recognised as one of Ad Age’s Leading Women.

Building confidence is at the heart of what Mele does. Under her leadership, the Dove Self‑Esteem Project has expanded to 153 countries, reaching more than 163 million young people. She has shaped platforms supporting girls’ confidence in sport, including three Super Bowl campaigns, most recently launching The Game Is Ours. This long‑standing commitment to Real Beauty was recognised in 2025 with the Cannes Lions Grand Prix for Glass.

Mele is never afraid to break new ground, from the first fully creator‑led campaign, Share The First, to major sustainability progress moving plastic bottles in North America and Europe to 100% PCR. She has brought new cultural relevance through collaborations with Bridgerton, Crumbl Cookies and the award‑winning Unready for Anything campaign.

Driven by the brand’s mission to make beauty a source of happiness, not anxiety, Mele also mentors women globally and champions working parents. She lives in Manhattan and spends her downtime exploring art, enjoying the outdoors upstate and being with her family.