Jo Fox Email & Phone Number

I am a passionate and collaborative director with over 20 years’ experience in the professional hair sector. I initially joined the industry by working with GHD at its inception stage in 2002. To elevate a premium hair styler to a nationwide brand, I focused on marketing the straighteners as an aspirational experience, to both professionals and consumers all while navigating the shift to online sales. My approach seemed to work; I went through three complex buyouts, was promoted to international MD and solidified the brand, capturing a large market share. After a short career break, I joined Cloud Nine in 2019 to develop their brand. I continue to market an aspirational product, but now tailor my approach to understanding current consumers. Gen Z have bold beliefs, high expectations and a strong moral compass; what is ‘aspirational’ to them may be different to previous consumers. Therefore, I have built a strategic proposition for Cloud Nine’s brand identity in a way that wider consumers will value. The professional hair market can no longer pretend that ‘one size fits all’ – customers must have control over their hair products. As such, Cloud Nine products have a temperature control function to suit all hair types and needs. Sustainability is also an increasingly important factor for today’s consumers, so I ensure the company continues to promote its strong focus on the environment and the sustainability of its products.I strive for success and create strategic sales & marketing plans to help achieve the company growth milestones in an organised and efficient manner. I search for the best solutions and am open to communication to ensure my approach is always collaborative. When I took on my team at Cloud Nine, they were full of passion but were young and relatively inexperienced. I focused on team development alongside building the brand, and I always engage with my colleagues to share ideas and information to best work together. I feel it is vitally important to recognise their aspirations and motivations also so that I can develop them individually.