Federici Brands is a privately-held company formed by an internationally-recognized team of beauty innovators known for creating category-shattering, life-changing brands.From 1992-2002, in alliance with renowned British hair designer John Frieda, the company operated as John Frieda Professional Hair Care, Inc. Marketing visionary Gail Federici and her team of top-tier professionals forever changed the beauty landscape through their prescriptive approach to hair care, launching the first ever hair-type dedicated product ranges (Frizz-Ease and Sheer Blonde). Their efforts offered consumers forward-thinking solutions to very specific, yet unmet problems and led to the unprecedented $465 million sale to Kao Brands of Japan.Federici Brands reunites the “brain trust” of beauty, science, design, media and business acumen to once again apply their signature brand of ideation and innovation to beauty and beyond. Their mission remains to defy conventional thinking, push scientific boundaries and launch truly relevant, revolutionary consumer brands.

- Played a lead role in the launch of the $3 million dollar EasyStraight brand and the operational organization of HM Mane Solutions, LLC.- Worked closely with company president to develop and execute marketing plans, including advertising campaigns, public relations events and retailer programs- Handled day-to-day management of the EasyStraight brand; analyzed sales information and effectiveness of promotional programs and monitored business expenditures.- Wrote all copy for and oversaw creative production of brand packaging, print advertising, website, presentations.- Assisted in production and creative execution of an infomercial and drive to retail ad campaign; Conceptualized and produced public relations reel for EasyStraight creator Haime Munoz and the EasyStraight brand.- Crafted targeted public relations ideas to gain television and print publicity for brand spokesman and EasyStraight Photo Shoots and video shoots- Launched EasyStraight.com and managed website content, updates and budget.- Designed multimedia presentations for public relations events, as well as all sales and marketing decks.- Participated in new product development, through brainstorming, crafting concepts, sourcing packaging, researching the marketplace and managing product testing.- Worked closely with manufacturers and suppliers to produce products, displays and promotional materials.- Oversaw customer relations functions and developed standard operating procedures and protocol.- Coordinated and conducted product training program with leading retailers nationwide.- Assisted company President in overall business operations, including P&L review and all investor communication.

- Designed and wrote copy for marketing materials and product sell sheets.- Created and produced brand image presentations for national sales meetings and retailer presentations.- Wrote product copy and created brand naming/positioning exercises for new product development- Managed and created website content, including a full-scale design update.- Implemented company intranet site for streamlined internal communication.- Oversaw monthly forecasting according to sales and budget.- Managed the point of sale display program across all John Frieda Brands, including the sourcing of materials, cost of goods, product mix, copy, production and communication to the sales force.