Tell us about your company and role.
Revolution Beauty is a global mass beauty brand dedicated to bringing customers the latest ingredients, technology, and formulations at an affordable price. We want to break down barriers that stop people from enjoying beauty – be that price, shade range, or accessibility.
With over 18 years of experience in multichannel retail, data analytics, omnichannel customer experience, and eCommerce trading & operations, I bring a strategic and data-driven approach to customer engagement. As the Head of Customer Engagement & Insights at RevolutionBeauty.com, I lead the overall customer strategy, driving acquisition, retention, and a seamless, multichannel connected experience. I spearhead customer-centric initiatives, shaping strategies that fuel engagement, loyalty, and sustainable growth across all touchpoints. By harnessing customer insights, I develop innovative, high-impact experiences that strengthen brand connections and maximize lifetime value.
How would you describe yourself?
I’m an optimistic, driven, and people-focused leader who believes in inspiring and empowering those around me. I lead with vision and purpose, fostering collaboration, innovation, and continuous growth while building strong relationships with my team, customers, and partners.
Beyond work, I find balance through yoga and meditation, which help me stay focused, grounded, and energized. These practices enhance my leadership by fostering mindfulness and a calm, thoughtful approach to decision-making. At my core, I’m passionate about both professional and personal growth, always seeking new opportunities to learn, innovate, and make a meaningful impact.
What qualities do you think an innovator needs to have?
A great innovator needs a blend of vision, curiosity, and resilience. They must be fearless in challenging the status quo, and constantly seeking new ideas and opportunities for growth. Adaptability is key; innovation thrives in those who embrace change, take calculated risks, and learn from failure.
Throughout my career, I have embodied these qualities, always striving to push boundaries and create meaningful customer experiences. I believe true innovation comes from being customer-obsessed—anticipating needs, shaping experiences, and turning insights into action.
What has been your biggest professional success so far?
My biggest professional success has been my ability to embrace change and adapt to diverse challenges. I’ve had the opportunity to build and lead teams, scaling multi-functional departments with significant marketing budgets and driving impactful results.
Equally rewarding has been driving growth and loyalty with smaller teams and tighter budgets, where I maximized outcomes through strategic partnerships. By fostering strong, collaborative relationships with partners and making them an extension of our team, we successfully achieved our goals and delivered strong results. This experience has taught me the power of adaptability, collaboration, and resourcefulness in achieving success, regardless of the circumstances.
What causes are you most passionate about?
I’m most passionate about causes that drive positive change in both the business and the community. Personally, I’m deeply committed to diversity and inclusion, ensuring that everyone, regardless of background, feels empowered and represented.
I’m especially passionate about coaching and mentoring young people, guiding them as they navigate their careers and build confidence in their abilities. I believe that when we invest in people and the planet, we create long-lasting, meaningful impacts.
What do you think is the biggest challenge facing eCommerce brands?
The biggest challenge eCommerce brands face today is maintaining customer loyalty in an increasingly competitive retail market post-COVID. With the rise of social commerce, live shopping, and marketplaces, brands are deploying aggressive tactics to acquire customers, making it harder to retain long-term buyers. Consumer sentiment, particularly among Gen Z, has shifted—they are more willing to explore new brands based on recommendations from influencers, user-generated content, product reviews, and word of mouth. In this rapidly evolving landscape, providing a seamless, highly personalized customer experience is crucial to building loyalty and ensuring long-term retention.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Revolution Beauty’s “Rev Rewards” program is a point-based program, but what sets it apart is the ability for customers to unlock exclusive products and rewards based on their engagement level, creating a sense of personalization and exclusivity that deepens brand loyalty. The program is seamless, offering an intuitive experience that makes it easy for customers to feel connected and appreciated.
Another program I admire is Bloom & Wild’s “Letterbox Flowers” subscription service. It’s convenient, customizable, and focuses on delivering an experience rather than just a product. Bloom & Wild uses a personalized approach to cater to customer preferences, making each delivery feel unique.
What do you geek out over?
I geek out over a good data set—there’s something incredibly satisfying about uncovering insights and transforming raw numbers into actionable strategies.
