Leading Education and creative for the Beautynova Americas portfolio of Brands - milk_shake, Depot & Medavita in North America

OLAPLEX, Inc. (Nasdaq: OLPX) is an innovative, science-enabled, technology-driven beauty company. We are founded on the principle of delivering effective, patent-protected and proven performance in the categories where we compete. We strive to empower our consumers to look as beautiful on the outside as they feel on the inside. We believe every person deserves to have healthy, beautiful hair, whether they are visiting a salon or caring for their hair at home.

In this role, I served as a key member of the executive team charged with escalating the overall company image and directing all external communication functions for Kao Salon Division's Germany-based brands - Goldwell, KMS, Kerasilk & Varis. I also lead the Communication team (social media, public relations, web development-brands), Global Education (global strategy including digital education & academies), and Shows & Events and Creative Development. I have partnered with Brand Development teams creating holistic go-to-market plans and toolboxes deploying to commercial partners regionally, combining tech education and traditional marketing and product development. I revamped the external communication strategy from the brand standpoint, visual asset development, copy, layout, and messaging, restructuring the process and directing external partner agencies. I also authored and launched an award-winning holistic communication ecosystem, including brand messaging articulated through public relations, events, social media, web sites, digital applications and e-commerce partnerships resulting in the high double digit increase in impressions, increasing 40% online activity, increasing website traffic 30%, and app usage 300%. In another effort, I singlehandedly changed the look and perception of the biggest brands – Goldwell and KMS, and grabbed the attention of the industry and the acceptance, adoption and acquisition of new customers and top talent. I created the visual strategy resulting in new door acquisitions with the look, tone and feel of the brands. In addition, I created a Virtual Education platform via Zoom during the Global Pandemic reaching 62K+ stylists for education sessions. In a personnel focus, I transformed underperforming teams into high performance motivated groups, scoring a double digit job satisfaction increase through hiring top talent, eliminating non-performers, and infusing empowerment and engagement.

During these 6 years, I was a Member of Salon Division Executive Leadership Team which reported record sales and profit increases globally, YoY in 2011 – 2019. I owned the transformation of creative and education globally for Goldwell and KMS brands with full responsibility for global training and program development relating to brand development, product usage, artistry, salon services and marketing. I directed the global strategy for education and training, event marketing, artistic development, show production, new media production and worldwide academy programs. I supervised the Global Education team while spearheading the redesign of global programs and processes.I led the creative conceptualization of all brand campaigns including art direction, photoshoot creative direction, copy development and layout design with external advertising agencies. I directed the engagement and empowerment strategy resulting in a 100% increase in employee satisfaction in overall department and team environment, 67% increase in employee and team cooperation, and 91% increase in organizational satisfaction and workflow. I singlehandedly revamped and relaunched the image of Goldwell and KMS brands, increasing 22% in perceived brand awareness for Goldwell and 17%+ for KMS. I instituted a Goldwell YouTube channel creating 21K followers with 100K monthly views increasing monthly and initiated the Goldwell Education App resulting in 400K users, 3M+ sessions and 12M+ screen views. I focused on an annual global event for top customers, increased attendance by 83% and same door purchases by 30%+. I also created educational systems and processes, curriculum, and a cohesive distribution strategy to 40+ countries, including quality control of the training product. This involved partnering with sales and marketing to build a respected and credible education function.