Tell us about your company and role.
A lot of you will know IL MAKIAGE as the new way to shop beauty online. Part of ODDITY, the IL MAKIAGE data-driven mindset is about innovating and approaching things differently than anyone else. This philosophy bleeds into everything I do.
My role primarily deals with automation, focusing on efficiency and optimization. I work across many different teams to create tools that enable us to better reach our customers at every point in their lifecycle. More than that, I’m constantly implementing new initiatives with a clear focus on personalization.
How would you describe yourself?
I’m a creative at heart. Love to read, write, and draw. I’m passionate about my personal and professional growth, I love to learn and be challenged, constantly looking for things that question the way I think and do everything.
On the personal front, I was born and raised in Caracas, Venezuela. Absolutely love my family and friends. Try to bring a positive energy wherever I can. And if I could choose to be anywhere all the time in this world it would be at a beach.
What qualities does an effective marketer need to have?
Adaptability and curiosity. In an ever-changing, fast-paced market, strategies that worked previously can suddenly stop working as predicted. Hence, it’s pivotal to be flexible and agile to trends and shifts in the market. Nothing is ever certain.
Apart from that, it’s very easy to become complacent and comfortable when things are working, but that type of thinking is often how you get left behind. That’s why remaining curious is often the key to success; we always need to strive for improvement and growth to make sure we are prepared to tackle any unforeseen challenges.
What has been your biggest professional success so far?
Seeing the immense improvement that our team (and everything we touch) has undergone in just 2 years. I feel very lucky to have been part of many of those initiatives and, in some cases, having led them. I’m also grateful to my mentors and colleagues who inspired and encouraged me.
Furthermore, I’m proud to be part of a brand that is a disruptive force in an industry I’m extremely passionate about.
What causes are you most passionate about?
Women’s education and professional development.
What do you think is the biggest challenge facing eCommerce brands?
Standing out and then maintaining that attention. Customers are getting constantly bombarded with so many different messages it’s becoming harder and harder to get them to pay attention. More than that, retaining customers is also more complicated than ever.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Have to say Sephora, they nail it every time. Also, very loyal to Billie and Dae hair!
What do you geek out over?
Anything makeup and beauty related – it’s truly my passion. From the creative and artistry side, I love watching countless videos, from everyday tutorials to high-glam Pat McGrath-level makeup looks. On the business and strategy side, I’m constantly reading about industry trends and new product launches/categories. Apart from that, I’m obsessed with storytelling and branding. I love how a brand can make a customer feel part of something bigger.
