NYU Stern School of Business

University of Pennsylvania

Universitat Pompeu Fabra

VP Marketing @ about-face beauty  -  ex-L’Oréal ex-Citigroup

Los Angeles, California, United States

about-face beauty

Vice President of Marketing

L'Oréal

Vice President, US Marketing & E-Commerce at Urban Decay

Led full-funnel digital marketing strategy & paid media execution for Luxe brands, including programmatic media and paid social, SEO/SEM strategy, affiliate partnerships, influencer and content strategies

AVP, Digital Marketing & Media Strategy at L’Oreal Luxe

- Responsible for omnichannel brand portfolio strategy for Face and Lip Makeup categories, leading new product launches and existing catalog and pillars across POS, media, & digital
-  Grew Teint Idole Ultra into the largest franchise within the overall brand, growing its liquid foundation from the #4 to #2 rank overall (top 5 at Sephora), and achieving double-digit growth for 4 years
-  Identified innovative product opportunities and recommend development for the US market, working with global HQ and product development to create US-specific messaging & content, shades, and sampling formats that were then launched globally
-  Managed retailer partnerships, product exclusivities, sampling, and merchandising execution for full Color category at Ulta and Nordstrom, including the 2016 Ulta Launch of the Year Grandiose Extreme Mascara, Ulta Birthday Gift Program, and Le Teint Particulier Foundation at Nordstrom
-  Spearheaded Diversity initiatives for the US Marketing teams, with a specific focus on the Latina consumer, outperforming media benchmarks for key launches by 2-4x

Director, Brand Marketing - Cosmetics at Lancôme

Piloted the role of Chief of Staff to the General Manager of Lancôme US
-  Managed strategic projects alongside brand management committee that supported the long-term brand vision across various business functions and product categories
-  Conducted in-depth luxury market analytics including growth forecasts and market sizing across distribution channels; worked alongside industry experts to create monthly reports benchmarking market performance metrics within an evolving channel distribution ecosystem
-  Major projects included GWP Evolution Analysis, Holiday Content Strategy, Expansion Strategy for Prestige Skincare Line, Counter Construction CapEx Analysis, and Makeup Artistry Program Launch, Macy’s Territory Recapture Strategy

Chief of Staff

L2 is a digital brand strategy firm that brings together thought leaders from academia and industry to drive digital marketing innovation through original research and advisory services.

- Contributed to strategic marketing activities for inaugural Sportswear Digital IQ Index® launch, including distribution and awareness strategies for influential media and industry executives
- Developed and executed search and display marketing growth strategy with Google AdWords

L2 Inc.

Business Development & Digital Marketing intern

- Conducted in-depth e-commerce functionality analysis of 13 major US retailers, across over 50 metrics within site technology, navigation, product search, customer service, rich media, and mobile capabilities
-  Developed and implemented online merchandising strategy to improve customer experience, increase engagement, and drive sales growth using display marketing and interactive product education tools
-  Recommended tactical social media marketing partnership strategy based on follower engagement growth and industry benchmarking across five key platforms, with a focus on Pinterest and Instagram

MBA Marketing Intern, Lancôme Retail E-Commerce Team

L2 is a digital brand strategy firm that brings together thought leaders from academia and industry to drive digital marketing innovation through original research and advisory services.

-  Managed data integration and launch of an enhanced HTML5 website, including the rollout of a dynamic intelligence table allowing brands to benchmark their digital footprint against industry competitors
-  Coordinated e-mail marketing and social media efforts to communicate the release of web enhancements and L2 research studies to member brands across Luxury, Beauty, and Retail industries
-  Liaised with existing and newly established member companies to ensure integration of senior team contacts into L2 members portal

L2 Think Tank

Digital Marketing & Strategy Intern

Luxury Marketing, Digital Marketing, and Strategy Specializations
-  Co-President, Luxury & Retail Club
-  Fellow, Forté Foundation
-  Member, Consortium for Graduate Study in Management
-  Elected Block Leader and Follies Committee Member, Stern Student Government
-  Co-Vice President, Events, Stern OutClass
-  Member, Graduate Marketing Association, Stern Women in Business, Association of Hispanic & Black Business Students

Master of Business Administration

Citi Private Bank's Law Firm Group provides financial solutions to individual and institutional clients consisting of top-tier global law firms and their high net worth attorneys, including cash management, complex credit financing, estate planning, investment management and capital markets.

-   Conceptualized and implemented team-wide marketing strategies and promotions across various product areas through advertising and direct mailings, managing program launches and tracking profitability.
-   Contributed to new client and business development, sales support and compliance oversight and controls for a $1.3 billion book of business, generating $17 million in revenue in 2010.
-   Developed and executed a new business acquisition and revenue growth strategy focused on investment assets, sourcing a pipeline of over $10 million in new AUMs in 2010.
-   Presented Citi capabilities, wealth creation and financial planning strategies to clients and prospects through quarterly seminars, working closely with subject-matter experts throughout the organization.
-   Co-led engagement team aimed at reducing operational inefficiencies in investment account opening and implementation, consulting cross-functional teams and business heads to construct a viable action plan.

Citi

Assistant Vice President  -  Associate Banker

- Supported senior management with business development and strategy, managing data analysis and reporting for revenue growth initiatives, banker performance metrics, and client marketing campaigns.
-   Generated optimized asset allocation and portfolio construction strategies and other investment solutions
for individual attorneys and law firm pension plans, with assets totaling over $100 million.
-   Constructed comprehensive financial planning analyses, including cash flow modeling, retirement planning scenarios, as well as wealth transfer and estate planning recommendations.
-   Gathered and interpreted balance sheet data accumulated from over 200 law firms to build historical trend analysis in profitability, lawyer productivity, expense management and other key metrics versus peers.

Erin Sale