ANJALI AREND
Thousand Oaks,California
Summary
Experienced sales leader with 15+ years driving revenue and leading highperformance teams in beauty and skincare. Currently Senior Director of North America Field Sales at TATCHA, specializing in Sephora partnerships. Strong interpersonal and communication skills, adept at navigating complexities and inspiring team excellence. Proven track record in people management, talent development, exceeding sales goals, and strategic budget management. Expert in fostering cross-functional relationships to drive growth.
Overview
13
13
years of professional experience
Work History
Senior Director, Field Sales, North America
Tatcha
02.2019 - Current
- Lead US and Canadian field sales teams of 30+ Account Executives and Regional Managers to drive revenue growth.
- Develop strategic initiatives to enhance product visibility and revenue.
- Generated over $220M in sell-through from 2019-2023, exceeding goals by an average of 20% annually.
- Implemented improvements to enhance operational efficiencies.
- Collaborate with retail marketing, PR, education, HR, product marketing, and operations for optimal store support.
- Foster a collaborative and inclusive work culture to boost morale and reduce turnover.
- Streamlined national retailer coverage, increasing store support from 65% to 90%.
- Elevated skincare rank within Sephora from #8 to #3.
- Manage hiring, training, and coaching of field staff for peak performance.
National Account & Global Training Manager
H2O+ Beauty
03.2016 - 01.2019
- Increased sales revenue by over $3M in Year 1 through MB/SB initiatives.
- Collaborated with a third party to optimize in-market field support.
- Expanded military business through omni-channel strategies and in-store programs, driving growth for AAFES, MCX, and Nexcom.
- Communicated initiative progress and developments to the Executive Leadership team, ensuring transparency.
- Forecasted and negotiated new launches, assortment adjustments, and space options to enhance product visibility.
- Maintained sales goals and managed budgets to optimize profitability and efficiency.
- Managed the end-to-end lifecycle of education content, ensuring seamless execution.
- Developed comprehensive education strategies for global consistency while tailoring content for specific markets.
- Led engaging instructional sessions to enhance product knowledge and sales effectiveness.
National Accounts Manager - Nordstrom
Murad
12.2014 - 10.2015
- Served as the primary liaison between Nordstrom's buying team and internal departments, facilitating seamless communication and collaboration.
- Cultivated enduring relationships with buyers and the dotcom team to drive sales and enhance brand visibility.
- Achieved sales goals and maintained budgets through strategic planning and execution, optimizing financial performance.
- Forecasted and monitored key account metrics to support informed decision-making and improve business performance.
- Collaborated with education, marketing, and field teams to deliver exceptional customer experiences and adapt to market demands.
Global Sales & Education Manager
T3 Micro
08.2011 - 11.2014
- Achieved sales goals and maintained budgets through strategic planning and execution, optimizing financial performance
- Forecasted and monitored key account metrics to drive informed decision-making and enhance business performance
- Collaborated closely with education, marketing, and field teams to deliver exceptional customer experiences and meet evolving market demands
- Oversaw product education across multiple global markets including the US, Canada, UK, Ireland, Mexico, and China
- Managed key account relationships with major retailers including Nordstrom, Sephora, Bloomingdale's, Ulta, Macy's, and Dillard's, driving support and sales initiatives
- Recruited, trained, and supervised Account Executives and Freelancer Educators while managing associated budgets
- Developed and updated training materials, procedures, and manuals in collaboration with Marketing, enhancing educational resources
Education
Monash University
12.2001
Skills
- People & Team Management
- Hiring and Retention
- Development & Team Building
- Collaborative Leadership
- Culture Transformation
- Organizational Development
- Performance Management
- Conflict Resolution
- Business & Strategic Planning
- Decision Making
Timeline
Senior Director, Field Sales, North America
Tatcha
02.2019 - Current
National Account & Global Training Manager
H2O+ Beauty
03.2016 - 01.2019
National Accounts Manager - Nordstrom
Murad
12.2014 - 10.2015
Global Sales & Education Manager
T3 Micro
08.2011 - 11.2014
Monash University
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