Why is CEW membership important to you?
I especially enjoy volunteering as a Beauty Industry Mentor. I’m energized by the passion I see in the founders I get to work with and it’s satisfying to give back to an industry that has embraced me and my company over the past two decades.
Do you have any tips for getting the most out of CEW membership?
Try everything! CEW has so much to offer – mentorship programs, webinars, networking events, active message boards, career listings and a membership that boasts people from the biggest and most respected beauty companies in the world. By trying out all of the offerings, you can find where you best fit in.
What do you love most about working in the beauty Industry?
The unbridled appetite for innovation. Our beauty clients are always on board for first mover opportunities like Instagram Creator Checkout, TikTok Storefronts, Facebook beta tests and so much more. By constantly seeking out the latest opportunities at the intersection of social commerce and buying behavior we ensure our clients are leading industry best practices while maximizing profitability for their products.
In which ways has the events surrounding Covid-19 affected your company and your day-to-day role?
Our company’s deep focus on driving digital sales for beauty, health and wellness products led many of our clients to turn to us for guidance on how best to reallocate resources, investment and priorities to direct-to-consumer and e-retail sales. My role as a partner to our clients evolved from digital strategy to business strategy helping stakeholders offset the impact of store closings and guiding them on the best decisions around which products, channels and messages best meet the changing needs and behaviors of beauty-interested consumers.