Deynece Petri
Aurora,CO
Summary
Strategic leader in global education and retail activation within luxury beauty, leveraging 19 years in the cosmetics industry. Designs and executes innovative training frameworks and impactful product launches that enhance retail experiences. Translates brand storytelling into engaging educational programs and experiential activations that drive customer loyalty and sales. Demonstrates strong cross-functional leadership and fosters strategic retailer partnerships across international markets.
Overview
18
18
years of professional experience
Work History
Senior Manager, Global Education & Events
Westman Atelier
Denver, Colorado
10.2020 - Current
- Partner with senior leadership and cross-functional teams to develop and present global education, product launch, and event strategies aligned with brand priorities and commercial goals.
- Lead planning and execution of global retail activations, store openings, product launches, events, and in-store experiences across global retail partners.
- Create and manage global education initiatives, digital learning platforms, and training programs for beauty advisors, retail teams, and freelance.
- Develop global event toolkits and education collateral with marketing and creative teams to ensure luxury brand consistency across markets.
- Manage event production, sourcing, budgets, and TOA/Gratis forecasting, partnering with Retail, Planning, and Supply Chain teams.
- Provide KPI reporting and analytics to evaluate program performance and improve global education and event strategies.
Account Executive
Too Faced Cosmetics LLC
Denver, Colorado
03.2018 - 10.2020
- Exceeded Sales Plan and was top-ranked Account Executive
- Expanded business across 83 accounts, generating $15M in revenue.
- Elevated Sephora brand ranking from #4 to #1 in Rockies District, sustaining top position for multiple years.
- Achieved $125K in Ulta event sales in year one and exceeded event goal by 22% in year two.
- Partnered with District Managers and Store Leadership to identify store-specific growth opportunities and strengthen retailer relationships.
Account Executive
Peter Thomas Roth
Denver, Colorado
11.2017 - 03.2018
- Achieved highest sales performance as an Account Executive by exceeding targets.
- Increased brand rank by 3 within territory, enhancing competitive positioning.
- Strengthened brand and retailer relationships by collaborating with District Sales and Education Managers to address specific store needs for growth.
- Managed territory across Washington, Oregon, Alaska, Montana, Colorado, Utah, and Idaho to drive sales growth.
Sales and Education Coordinator
Bobbi Brown Cosmetics
Seattle, WA
07.2013 - 10.2017
- Ranked Top 5 in Sales Achievement, including #2 companywide in 2016 (+22% vs LY, +$160K above plan) and #1 in productivity.
- Developed innovative training tools and content for North America including digital education, product copy for 100+ Sephora.com SKUs, and artist training programs.
- Chosen as a Bobbi Brown A Team Featured Artist, leading top retail events and New York Fashion Week.
- Managed retail locations in Utah, Oregon, Colorado, and Idaho.
Bobbi Brown Account Coordinator
Nordstrom
Seattle, Washington
08.2011 - 08.2013
- Supported the business in consistently ranking Top 2 companywide, including #1 Nordstrom comp growth in 2014
- Collaborated with Brand AE and Nordstrom RM to manage 11 Nordstrom doors and enhance sales performance.
- Supported recruitment, hiring, and development of Nordstrom and Event Freelance teams to strengthen brand presence.
Business Manager
Nordstrom
Salt Lake City, Utah
12.2007 - 08.2011
- Increased volume from 750K to over 1M+
- Managed daily operations to ensure smooth store functionality.
- Developed and implemented strategic sales initiatives to drive revenue.
Skills
- Global Education Strategy & Retail Training
- Luxury Retail Events & Product Launch Activations
- Cross-Functional Leadership & Retail Partnerships
- Event Budget Management & Forecasting (TOA/Gratis)
- Luxury Brand Experience & Consumer Engagement
- Training Facilitation, Presentation & Brand Storytelling
- Global Program & Project Management
- KPI Analysis & Performance Optimization
- Digital Learning Platforms & Education Content Development
Timeline
Senior Manager, Global Education & Events
Westman Atelier
10.2020 - Current
Account Executive
Too Faced Cosmetics LLC
03.2018 - 10.2020
Account Executive
Peter Thomas Roth
11.2017 - 03.2018
Sales and Education Coordinator
Bobbi Brown Cosmetics
07.2013 - 10.2017
Bobbi Brown Account Coordinator
Nordstrom
08.2011 - 08.2013
Business Manager
Nordstrom
12.2007 - 08.2011