Paula’s Choice Chief Marketing Officer and General Manager of North America & Australia, Erika Kussmann, has brought the cult-favorite skincare brand to the forefront since she joined the company four years ago. Kussmann’s strategy has attracted a new generation of customers, showcased the efficacy of the products and has empowered the customer with knowledge to take back control of their skincare needs.

Kussmann has overseen a 360-degree brand refresh with acclaimed new packaging and has brought awareness to the brand’s leadership in customer advocacy, innovation and empowerment that has ultimately made Paula’s Choice the largest direct-to-consumer skincare brand.

The digital DTC business at Paula’s Choice expanded significantly under Kussmann due to the combination of a brand-forward approach and precision marketing in key e-commerce channels. In her tenure, customer acquisition grew five-fold and the highly branded creative developed through an agile approach achieved accolades.

Additional notable growth factors for the brand with Kussmann in the role of Chief Marketing Officer over the past two years include two times the sales growth, four times the Instagram following and over four times customer acquisition.

Under her leadership, Kussmann has elevated innovation capabilities and launched award-winning new products that have become established customer favorites. The key to the company’s success has been a combination of her dedication to building talented teams, collaboration, communities and transparently sharing Paula’s Choice research & science that has built long-lasting trust with the consumers.

With over 15 years in the beauty industry, Kussmann has built brands from Revlon to Rodan + Fields, driving profitable omni channel growth. Prior to her success in the industry, Erika worked in management consulting at Bain & Co. and investment banking at Piper Jaffray. Kussmann earned her MBA from Harvard Business School and her BA from the University of Washington.