Sherene Perrier

Head of eCommerce and Digital Marketing, Bouclème

Tell us about where you work and what you do there.

You’ve caught me at a transitional period in my career. I’m excited to be joining curly haircare brand Bouclème as Head of eCommerce and Digital Marketing. I’ll be leading their digital growth strategy as they expand into new territories.

I was previously Head of eCommerce at ROLI, a music technology company. I started developing the eComm strategy for roli.com, and grew to manage three D2C websites across their Pro and Consumer divisions in my last year. I led their CRM/email marketing strategy, CRO initiatives, and web developments amongst other cross-functional projects.

How would you describe yourself?

I’d describe myself as equal parts creative and analytical, which has been advantageous in my career. I’m an extroverted introvert whose first love is music and dancing to it (alone and in crowds). I enjoy experiencing new cities and cultures and hope to visit all seven continents (four down, three to go). I’m super intrigued by human behavior and psychology, normally getting my fix through documentaries and podcasts about unsolved mysteries and relationships.

It’s crucial to get to know and understand how your team members work on an individual level.

Sherene Perrier

Head of eCommerce and Digital Marketing, Bouclème
Sherene Perrier

What is your leadership style?

I think it’s crucial to get to know and understand how your team members work on an individual level. This gives me the ability to tailor my approach to their needs, so they truly feel supported in not only achieving our united goals but flourishing in their role and development.

What do you think has been your biggest professional success so far?

Q4 last year was the most challenging, but still successful, time at ROLI. We launched three significant products, including a new D2C website with a preorder campaign for LUMI, an all-in-one platform to learn how to play the piano targeting novice and beginner music makers. During this period, I proved I am more than capable of handling competing priorities and managing cross-functional teams across multiple work streams at once to deliver highly successful campaigns in a very truncated period of time.

I’ve also been able to take my professional experience in eCommerce and translate that to a business where I can pursue my passions. I co-founded CoIX (pronounced coy) Shoes, a luxury footwear label for women who wear larger sizes (UK 9/US11+) that launched in 2018. It’s been thrilling and fulfilling to have a passion project where I can make the most of my professional expertise.

What goals do you have for 2021?

Professionally, I’m excited about the new challenges working with Bouclème will present. My goal is to immerse myself in the brand, understanding its customers and translating that into an improved and exceptional digital experience.

Personally, I’m challenging myself to rediscover my passion for reading, by picking up two books per month. My books for February were Natives by Akala and Love in Colour by Bolu Babalola.

What do you think is the next big trend in eCommerce?

I think the space to watch is social shopping and how big platforms like TikTok and Instagram will continue to innovate in this space, making it easier for consumers to make a purchase directly from the content they’re interacting with — whether it’s images or video.

Name an eCommerce brand you admire and why.

I’ve always been naturally drawn to fashion, so it’s been great to follow brands like Hanifa and Kai Collective through Instagram as they’ve grown. They both are great at brand storytelling and are size-inclusive.

At the start of the pandemic, Hanifa created a virtual runway show for their latest collection last Spring. It was a great way to promote their collection, but also refresh how a fashion story could be told. It’s great to see small and niche brands leading and innovating in this way.

What do you geek out over?

Delicious food, ingenious storytelling (books/TV/film), spirit-rousing music, and street style fashion.