ANJALI AREND
Thousand Oaks, California
Summary
Dynamic leader with a proven track record at Tatcha, driving revenue growth beyond $220M and elevating brand performance. Expert in business & strategic planning and fostering team collaboration. Achieved over 20% annual goal exceedance through innovative strategies and exceptional stakeholder relations. Skilled in hiring and retention, enhancing operational efficiency.
Overview
14
14
years of professional experience
Work History
Senior Director, Field Sales, North America
Tatcha
02.2019 - Current
- Lead US & Canadian field sales teams - team of 30+ Account Executives & Regional Managers to drive revenue and sales growth.
- Develop strategic initiatives to enhance product visibility and drive revenue growth.
- Generated sell through beyond $220+M from 2019-2023, exceeding goals by an average of 20% annually.
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Collaborate cross-functionally with retail marketing, PR, education, HR, product marketing, and operations to ensure optimal store support.
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
- Optimized national retailer coverage creating a streamlined approach and increased support from 65% to 90% store support.
- Achieved an ascent in overall brand performance, elevating skincare rank within Sephora from #8 to #3 .
- Manage hiring, training, and coaching of field staff to achieve peak performance.
National Account & Global Training Manager
H2O+ Beauty
03.2016 - 01.2019
- Expanded Military business through omni-channel strategies and robust in-store programs, driving increased shipments and year-over-year growth for AAFES, MCX, and Nexcom.
- Increased sales revenue over $3M in Year 1 through MB/SB initiatives
- Effectively communicated progress and development of initiatives to the Executive Leadership team, ensuring transparency and alignment.
- Forecasted and negotiated new launches, assortment adjustments, and additional space options to optimize product visibility and sales.
- Maintained sales goals and managed budgets to optimize profitability and operational efficiency.
- Spearhead end-to-end lifecycle management of education content, from conceptualization through delivery, ensuring seamless execution.
- Develop comprehensive education content strategies, fostering global consistency while tailoring content for specific markets and retailers to drive impactful results.
- Lead the execution of engaging and interactive instructional and educational sessions, driving product knowledge and sales effectiveness.
National Accounts Manager - Nordstrom
Murad
12.2014 - 10.2015
- Acted as the primary liaison between Nordstrom's buying team and internal departments, facilitating seamless communication and collaboration.
- Cultivated and nurtured enduring relationships with buyers and the dotcom team, fostering strong partnerships to drive sales and brand visibility.
- 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.
Global Sales & Education Manager
T3 Micro
08.2011 - 11.2014
- 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
Melbourne, Australia12-2001
Skills
- Business & Strategic Planning
- Budget Planning
- Hiring and Retention
- Development & Team Building
- People Management
- Core values management
- Stakeholder relations
- Team building and motivation
- Organizational development
- Reporting expertise
- Team management
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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