Johnnell Theresa Nidoh
Summary
Entrepreneurial and results-driven leader with over 20 years of experience in the wellness and professional hair industry, uniquely blending creativity, strategy, and a lifelong passion for beauty. Raised in the salon environment, the journey evolved from sweeping floors to spearheading transformative, industry-shaping initiatives. As the Spearhead of Salons at Nutrafol, driving the evolution of holistic hair health and wellness while enhancing the integral role of salons in the wellness movement is a primary focus. Guided by emotional intelligence, empathy, and innovation, leadership is approached with heart to deliver measurable impact at every step.
Overview
14
14
years of professional experience
Work History
Spearhead + Head of National Sales Salons
Nutrafol
08.2019 - Current
- Salon Presidents Club Winner for five consecutive years (2021, 2022, 2023, 2024, and 2025).
- Generated revenue of over $10 million by creating ProSalon partnerships exceeding 12,000 salon partners
- Crafted strategic plans for mission advancement, encompassing product pipeline and brand positioning.
- Analyzed product portfolio performance, informing education strategies and new initiatives
- Managed a team of 18 direct reports; led contract negotiations, partnerships, and created an impactful education platform
- Worked effectively in fast-paced environments.
- Self-motivated, with a strong sense of personal responsibility.
Head of Salon Strategic Development
Prose
09.2018 - 08.2019
- Crafted and executed North America salon acquisition plans for 200+ salons, retail, and new business
- Designed Prose Ambassador Program for LA and NYC, hosting events and creating engaging pop-ups
- Developed salon training manuals with the Director of Education
- Conducted competitor analysis to identify market opportunities and shape strategies in collaboration with Brand Marketing & Product Development
- Skilled at working independently and collaboratively in a team environment.
Distribution, Salons
DevaCurl
07.2014 - 09.2018
- Managed $30MM in revenue through 5 independent distributors, retail channels, and field education
- Secured exclusivity partnerships, exceeding sales goals (e.g., $0 to $1.65MM in Mid Atlantic)
- Drove a 113% increase in annual sales for West Coast accounts
- Partnered cross-functionally with Marketing, Operations, and Education to enhance the sales experience
- Led strategic initiatives to enhance operational efficiency across departments.
- Developed and implemented performance metrics to drive team productivity and accountability.
Director, Salons
Estee Lauder (Bumble and bumble)
09.2011 - 09.2012
- Directed new salon business programs, overseeing $65MM total revenue across North America/Canada
- Coached and developed New Business Managers, driving sales growth and team performance
- Enhanced top-line growth while maintaining a healthy P&L
- Directed product development initiatives to enhance brand positioning and market reach.
- Implemented strategic marketing campaigns to drive customer engagement and sales growth.
Education
MBA - Marketing + International Business
Wilkes University
Wilkes-barre, PA01-2006
Bachelor of Arts - Marketing + Dance Education
Wilkes University
Wilkes-barre, PA01-2003
Skills
- Collaborative partnership development
- Improving sales efficiency
- Sales education and training
- Cross-functional leadership
- Entrepreneurship Principles
Accomplishments
200RTY, Trauma Informed YTT, Wellness + Lifestyle Coach
Timeline
Spearhead + Head of National Sales Salons
Nutrafol
08.2019 - Current
Head of Salon Strategic Development
Prose
09.2018 - 08.2019
Distribution, Salons
DevaCurl
07.2014 - 09.2018
Director, Salons
Estee Lauder (Bumble and bumble)
09.2011 - 09.2012
MBA - Marketing + International Business
Wilkes University
Bachelor of Arts - Marketing + Dance Education
Wilkes University