Jenna Habayeb has been tapped as IPSY’s first Chief Brand Officer. Jenna will be leading the beauty subscription company’s team out of the Santa Monica office, where she will be focused on continuing to tell IPSY’s brand story, while overseeing events and open studios programs. She will also be responsible for rolling out new initiatives over the next year to connect members around the world, both online and in person. Over the past 15 years, Jenna has worked with several brands, including 7 For All Mankind, Splendid and BareMinerals, to help them grow and build meaningful relationships with their communities. With experience on both the agency and the brand side, Jenna brings to IPSY a deep knowledge on consumer behavior, media & brand partnerships, as well as digital/social experience.

In her most recent role as Chief Marketing Officer for Canndescent — California’s #1 ultra-premium cannabis brand — Jenna launched a 360 strategy in order to continue to break the stigma of cannabis and maintain the company’s luxury stature. This campaign included outdoor advertising, influencer programs, integrated trade marketing, visual merchandise programs, events and marketing activations with outlets including Goop, WhoWhatWear, Byrdie, MyDomaine, Entrepreneur and more.

Under Jenna’s leadership, IPSY will continue to focus on creating products and experiences for their members in order to bring them together and empower their unique beauty. In addition to the launch of new Glam Bag subscriptions — Glam Bag Plus and Glam Bag Ultimate — IPSY will be revamping their brand campaigns in order to further foster collaboration and celebration between their creators and brands.