Summary
Overview
Work History
Education
Additional Information
Timeline
Generic

CHERYL Watanabe

White Plains,NY

Summary

Results-driven leader with expertise in sales, marketing, and education strategies to drive growth and brand loyalty in the beauty industry. Skilled in leading teams across multiple categories, crafting innovative education programs, and designing omni-channel digital learning platforms. Proven ability to identify inefficiencies, implement measurable solutions, and collaborate cross-functionally to achieve business goals. Known for strong presentation skills and inspiring teams to deliver impactful results.


Major Retail Partnerships: Sephora, Bluemercury, Saks Fifth Avenue, Nordstrom, Nieman Marcus, Holt Renfrew, Bergdorf Goodman, Bloomingdales, and Anthropologie

Overview

9
9
years of professional experience

Work History

VP of Pro Channel

Hairstory
New York, NY
04.2024 - Current
  • Promoted from Director of Education to VP of the $10M Pro Channel, quickly earning recognition for leadership, strategic vision, and ability to deliver measurable results across sales, education, and marketing.
  • Developed and executed an overarching strategy for the Pro Channel, driving substantial growth, strengthening brand positioning, and leading the continual evolution of programs tailored to hairdressers and salons.
  • Restructured and optimized operations, identifying gaps and opportunities to improve efficiency, enhance team performance, and establish clear KPIs and performance benchmarks for sustainable growth.
  • Built and led high-performing teams, recruiting, training, and managing 8 direct reports (Sales, Education, and Operations), fostering a results-driven culture rooted in accountability, collaboration, and innovation.
  • Drove key business partnerships, achieving sell-through goals with existing salons while equipping teams to secure high-value new partnerships and build trust-based, long-term relationships with key accounts.
  • Elevated education strategy and content development, leveraging blended learning methods, emerging technologies, and innovative formats to address gaps, scale impact, and inspire deeper brand engagement.
  • Collaborated cross-functionally with Product Development, Marketing, and PR to align on campaigns, education initiatives, and promotional strategies, delivering a seamless experience across consumer and professional channels.
  • Tracked, analyzed, and optimized channel performance, implementing streamlined processes to measure monthly and quarterly goals, identify growth opportunities, and refine sales and education strategies for continued success.
  • Championed change and innovation, introducing progressive solutions, restructuring processes, and driving transformative growth to position the channel as a leader in professional haircare.

Head of Training and Development North America

The House of Creed, now a part of Kering Beauté
New York, NY
11.2019 - 04.2024
  • Developed comprehensive and innovative education content and strategies for all fragrance brands within the ICP portfolio such as Creed Fragrance, Matiere Premiere, Mizensir, Akro and Floris London.
  • Created and maintained educational materials (concept to execution) including launch, product knowledge, marketing initiatives, and Customer Experience selling ceremony in OMNI channels; US and Mexico boutiques, E-commerce, and Field Sales Team.
  • Delivered training “playbook” to field team members including; in-depth fragrance information, product demonstration and selling tips; from set up to follow up (virtually and in-person).
  • Supported continual review and process/program improvements in Learning and Development areas and proactively surfaces areas of improvement through Ken Blanchard SLII adult learning skills.
  • Tracked and reported on success of programs through training education KPIs i.e attendance, sales data, and mystery shop programs.
  • Designed, evolved, and updated Creed digital e-learning platform.
  • Collaborated with the Global team, providing US feedback and insights to build brand awareness and gain client acquisition.
  • Managed training field team of 4; responsible for OMNI, Retail and Mexico to ensure message consistency and uncover best-in-class results /key learnings through markets.

Director of Education and Artistry North America

Bobbi Brown Cosmetics at Estee Lauder Companies
New York, NY
01.2019 - 11.2019
  • Developed and contributed to 360 activation plans which articulated brand and product storytelling, artistry and client service.
  • Directed “How To” programming and videos to create interactive beauty experiences for customers at counter.
  • Adapted Global education programming, to NA local market and channel specific needs to ensure programs are consumer-oriented and results-driven.
  • Created and ran digital/social artist-based community through Facebook and other social media platforms.

Education and Social Content Manager North America

Darphin Skincare at Estee Lauder Companies
New York, NY
11.2015 - 01.2019
  • North American Darphin affiliate delivered the highest retail sales growth of any US ELC Brand for the fiscal year FY17/FY18.
  • Created consumer facing events around growing categories i.e. makeup links for Sephora, on the floor facial protocols at Bluemercury.
  • Educated team of 9 Sales and Education Executives and 60 Freelancers across the US and Canadian markets implementing a digital first approach through social platforms.
  • Superior curriculum development and organized content utilizing the Decker Grid outline system.

Education

Some College (No Degree) - Cosmetology License NY/NJ

Capri Institute
2012

Associate in Marketing, Magna Cum Laude - Business Administration - Marketing

Gibbs College
2006

Additional Information

  • Qualified Facilitator of Situational Leadership II – The Ken Blanchard Companies November 2022
  • ELC Consumer Engagement Digital Accreditation- Google Squared Online Program April 2019
  • Media and Presentation Training- Dale Carnegie July 2018
  • Adult Learning Philosophies- The Decker Method for Business Communication December 2016

Timeline

VP of Pro Channel

Hairstory
04.2024 - Current

Head of Training and Development North America

The House of Creed, now a part of Kering Beauté
11.2019 - 04.2024

Director of Education and Artistry North America

Bobbi Brown Cosmetics at Estee Lauder Companies
01.2019 - 11.2019

Education and Social Content Manager North America

Darphin Skincare at Estee Lauder Companies
11.2015 - 01.2019

Some College (No Degree) - Cosmetology License NY/NJ

Capri Institute

Associate in Marketing, Magna Cum Laude - Business Administration - Marketing

Gibbs College

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CHERYL Watanabe