Alexandra Perry
Cresskill,NJ
Summary
Dynamic former VP of Marketing with over 10 years of experience in the cosmetic industry, specializing in marketing operations, retail marketing, and brand strategy. Proven track record in developing and executing both short- and long-term marketing strategies, including P&L management, go-to-market initiatives, and integrated marketing campaigns. Expertise in online advertising, public relations, and community engagement has consistently driven organizational success. A strong foundation in influencer marketing and omnichannel innovation has resulted in impactful campaigns at renowned companies such as The Estée Lauder Companies and L'Oréal Paris, with a commitment to fostering brand growth and enhancing customer retention for sustainable success.
Overview
19
19
years of professional experience
1
1
Certification
Work History
VP of Marketing
Kuni By Aroma Republic
05.2022 - 11.2024
- Led strategic marketing initiatives to enhance brand visibility and market share.
- Analyzed market trends and customer data to inform product positioning and messaging.
- Developed and executed comprehensive digital marketing campaigns across multiple platforms.
- Accountable for all communication channels including online advertising, online community, public relations etc.
- Oversaw creation and execution of all marketing collateral to effectively support new product launches and promotional events.
Head of Retail Marketing, Omnichannel and Innovation
The Estée Lauder Companies Inc.
Tel Aviv, Israel
01.2020 - 05.2022
- Built and conducted omnichannel marketing plans to reinforce brand positioning, customer services, customer retention.
- Established and developed trade partnership online and offline with consumer clubs
- Led “virtual selling” - a new business initiative triggered by Covid, creating virtual experiences and inspirational activities online representing 33% of brand.com revenue. Granted an excellence award by Estee Lauder EMEA HQ.
- Maximized branding exposure, customer traffic and sales by developing and executing effective marketing programs online, in-malls and in-store resulting in 54% growth YoY traffic in stores.
- Led corporate commercial projects that required cross functional leadership in aligning sales, logistics, marketing, and finance.
Founder & Managing Director
Fleek Beauty LTD
London, United Kingdom
04.2017 - 08.2019
- Advised small business founders in developing tailored business plans and marketing strategies informed by market insights.
- Formulated strategic branding initiatives to enhance market entry and align with sales objectives.
- Developed strategic partnerships with investors and engaged new potential clients to enhance business opportunities.
Estee Lauder Make up Marketing Manager
Estee Lauder Companies Inc
London, United Kingdom
12.2015 - 12.2016
- Led and implemented Estee Lauder’s marketing strategy for the category, including budget management.
- Increased category market share to be #1 in the UK and grew sales by 8% YoY.
- Developed and executed seasonal new product launches, advertising, digital marketing, promotional and merchandising programs; leading to 20% sales growth YoY.
- Managed and implemented career development of Make Up marketing team.
MAC Marketing Director
Estee Lauder Companies Inc
01.2014 - 08.2015
- Leadership for the long term marketing and retail strategy, brand positioning, consumer insights and awareness
- Retail responsibility including commercial relationship with shopping malls across Israel
- Responsible for E-Com short and long term strategy, CRM and digital marketing execution according to the brand standard
- Management of a marketing team including a product manager, a consumer marketing lead and an e-com manager. Cross functional leadership between the marketing team and other functions within ESTEE LAUDER COMPANIES (i.e. commercial, legal, logistics etc.)
Marketing Director
L'Oreal Paris
08.2011 - 08.2013
- Led the marketing strategy for skincare and makeup categories at L’Oréal Paris, focusing on brand awareness and market penetration.
- Managed P&L responsibilities, including budget planning and performance results.
- Established a strong digital presence through a localized YouTube channel and Facebook initiatives to engage consumers.
Marketing Manager
S.Schestowitz
04.2006 - 06.2011
- Spearheaded the long-term planning and execution of diverse marketing activities, including PR, BTL, ATL, and Digital.
- Cultivated strong trade relationships with retailers, overseeing pricing, promotions, and product placement.
- Collaborated closely with R&D to manage the brand’s extensive product portfolio and future product development.
- Directed marketing campaigns, media buying, and press conferences to enhance brand visibility and engagement.
Education
No Degree - Entrepreneurship/Entrepreneurial Studies
Campus TLV At Google
01-2013
Master of Business Administration (MBA) - Cosmetics
ISIPCA
France And Italy01-2006
Bachelor of Science - Chemistry
Tel Aviv University
01-2004
Skills
- Marketing Operations
- Consumer engagement in retail
- Brand Strategy
- Content strategy
- Integrated marketing
- Marketing analytics
- Influencer marketing
Certification
SEO Foundations
Languages
French (Native or Bilingual)
English (Full Professional)
Hebrew (Full Professional)
Italian (Elementary)
Timeline
VP of Marketing
Kuni By Aroma Republic
05.2022 - 11.2024
Head of Retail Marketing, Omnichannel and Innovation
The Estée Lauder Companies Inc.
01.2020 - 05.2022
Founder & Managing Director
Fleek Beauty LTD
04.2017 - 08.2019
Estee Lauder Make up Marketing Manager
Estee Lauder Companies Inc
12.2015 - 12.2016
MAC Marketing Director
Estee Lauder Companies Inc
01.2014 - 08.2015
Marketing Director
L'Oreal Paris
08.2011 - 08.2013
Marketing Manager
S.Schestowitz
04.2006 - 06.2011
No Degree - Entrepreneurship/Entrepreneurial Studies
Campus TLV At Google
Master of Business Administration (MBA) - Cosmetics
ISIPCA
Bachelor of Science - Chemistry
Tel Aviv University