Lanaia Estrella
Marketing Executive
Springfield
Summary
Driven and strategic leader with knack for inspiring teams and fostering innovation. Possesses deep understanding of corporate governance and financial management, coupled with expertise in strategic planning and operational oversight. Dedicated to creating lasting impact by driving organizational growth and efficiency.
Overview
20
20
years of professional experience
2022
2022
years of post-secondary education
Work History
President/Owner
Encompass Market Solutions, Inc
10.2023 - Current
- Company Overview: Marketing consultancy for small businesses specializing in branding, digital media, marketing strategy and communications
- Marketing consultancy for small businesses specializing in branding, digital media, marketing strategy and communications
Chief Marketing Officer
Thirteen Lune
09.2022 - 08.2023
- Company Overview: DTC retailer and its owned brand Relevant: Your Skin Seen
- Oversaw Marketing for Thirteen Lune, a DTC retailer and its owned brand Relevant: Your Skin Seen
- Managed a team of 15 staff members across Marketing, Ecommerce and Customer Service
- Responsible for driving strategy for all marketing functions including innovation, digital, paid, social, PR and creative
- Owned Marketing’s budget and P&L including performance marketing and trade spend
- Defined the brand’s annual strategies for Thirteen Lune and Relevant: Your Skin Seen which led to increased Marketing KPI’s and ecommerce sales growth of 88% versus previous year
- Led the creation and development of the annual marketing plan to build awareness, drive conversion across DTC and retail partner and support brands sold on DTC platform
- Worked cross-functionally with team on brand’s international retail expansion plans and strategic partnerships
- DTC retailer and its owned brand Relevant: Your Skin Seen
Chief Marketing Officer
Alaffia
05.2022 - 09.2022
- Led for all Marketing functions globally for Alaffia and Good Soap brands
- Defined and drove the brand’s strategic vision and annual marketing strategy
- Managed the creation and development a of the annual marketing plan, working collaboratively with sales and operations to ensure goals can be fully realized and executed
- Oversaw the implementation of global brand campaigns for building awareness and driving conversion across all channels
- Ensured brand DNA and social enterprise model positioning is aligned to our go-to-market strategy and is consistently pulsed out cross functionally
- Owned global PR and communications, working with team to develop strategies that focuses on purpose and product to strengthen brand awareness across consumer, trade and corporate media
- Developed and oversaw trade marketing strategy and go-to-market plans for new retailer distribution, brand optimization and international expansion
- Responsible for new product innovation and line extensions, both in the U.S
- And internationally
Vice President of Global Marketing
Alaffia
11.2019 - 05.2022
- Led for all Marketing functions globally for Alaffia and Good Soap brands
- Defined and drove the brand’s strategic vision and annual marketing strategy
- Managed the creation and development a of the annual marketing plan, working collaboratively with sales and operations to ensure goals can be fully realized and executed
- Oversaw the implementation of global brand campaigns for building awareness and driving conversion across all channels
- Ensured brand DNA and social enterprise model positioning is aligned to our go-to-market strategy and is consistently pulsed out cross functionally
- Owned global PR and communications, working with team to develop strategies that focuses on purpose and product to strengthen brand awareness across consumer, trade and corporate media
- Developed and oversaw trade marketing strategy and go-to-market plans for new retailer distribution, brand optimization and international expansion
- Responsible for new product innovation and line extensions, both in the U.S
- And internationally
Senior Director of Marketing
Unilever – Sundial Brands
03.2018 - 11.2019
- Managed SheaMoisture Bath & Body and Baby categories and the Nubian Heritage brand with overall revenue portfolio of $95MM; sold in key retailers including: Target, Walmart, Ulta, Walgreens, Whole Foods and Vitamin Shoppe
- Developed and executed marketing strategies to drive brand awareness, recruit new users and retain existing consumers
- Oversaw new product development and innovation process, working with cross-functional teams including R&D, project management, operations and compliance to ensure timely launches and fulfilling retailer commitments for planogram resets
- Managed annual budget of over $3MM and a team of 5 staff members
- Track budget and expenses monthly with finance to ensure proper spend and allocation
- Analyzed monthly business and operations of each category, presenting and providing necessary input at executive S&OP meetings
- Approved all marketing activities working collaboratively with marketing services leads for social and paid media, influencers, PR, and events while tracking KPI’s and ensuring successful execution
- Worked collaboratively with internal sales team to monitor key retailer accounts, attend customer meetings and develop line review presentations to support new launches and base business
- Assisted retail marketing teams in developing account specific support plans and strategies for annual promotional activity, off shelf placement opportunities and both in-store activity and digital trainings and education
- Partnered with production and planning team to review monthly forecasts, monitor out of stocks and ensure timely launch of new products
- Served as lead on Unilever Canada 2019 launch, working collaboratively to successfully launch SheaMoisture into the market, ensuring portfolio and key developed marketing strategies and assets aligned to brand
Director of Marketing
Lumene North America
04.2017 - 02.2018
- Company Overview: Masstige skin care brand based in Finland; sold in key retailers including: Ulta Beauty, CVS, Walmart and Target
- Served as Head of Marketing in the US for parent company, Lumene OY, a masstige skin care brand based in Finland; sold in key retailers including: Ulta Beauty, CVS, Walmart and Target
- Developed strategies to drive brand awareness, recruit new and retain existing customers
- Liased between Marketing teams in Finland and the UK to ensure consistent branding and messaging for the US market
- Managed $2MM Marketing budget; responsible for all marketing responsibilities including brand strategy, trade marketing, media, digital marketing/social and PR
- Worked collaboratively with US sales team to implement annual sales plan, review and input forecasts and provide necessary assets and support for all retailer requests
- Oversaw PR firm, developing the brief, approving annual plan and influencer selection
- Purchased print and digital media, developed creative briefs for all campaigns, approved content and monitored overall KPI’s
- Developed retailer specific marketing strategies and plans inclusive of dedicated media campaigns, shelf enhancements, setting retailer and non-retailer specific programs for both brick & mortar and ecommerce success
- Approved social media content calendar, ensuring the cadence and deliverables from Finnish team resonate with the US consumer
- Masstige skin care brand based in Finland; sold in key retailers including: Ulta Beauty, CVS, Walmart and Target
Director of Retail Engagement
Sundial Brands, LLC
02.2017 - 03.2017
- Company Overview: SheaMoisture, Nubian Heritage and Madam CJ Walker Beauty Culture
- Created sales and marketing pitch decks for retailer presentations to acquire new distribution
- Managed bonus size and special packs for SheaMoisture hair and skin collections
- Collaborate with operations and brand strategy teams to develop timelines and ensure all information for special promotions are submitted on time for key retailer consideration
- Conducted educational trainings for Beauty Advisors and Concierge at national retailers including Target, CVS and Walgreens
- Coordinated educational material and manage in-store demos for SheaMoisture and Nubian Heritage at various retailers including Ulta, Whole Foods and Vitamin Shoppe
- SheaMoisture, Nubian Heritage and Madam CJ Walker Beauty Culture
Director of Marketing-Community Engagement
Sundial Brands, LLC
07.2014 - 01.2017
- Company Overview: SheaMoisture, Nubian Heritage and Madam CJ Walker Beauty Culture
- Supervised and developed results focused team of 2 assistant managers and 1 support staff member
- Managed results-oriented event strategy development and implementation of corporate and consumer events for all Sundial brands including tradeshows, consumer and retail events with a budget of $2M
- Led experiential marketing efforts to develop unique branded experiences incorporating activations, digital marketing & social media integration and overall consumer engagement to optimize user experience
- Liaised with Brand Strategy Marketing Directors to ensure event execution was aligned and successful
- Executed the launch of 3 Shea Moisture pop-up stores in New Orleans and Chicago during key festival seasons, creating a complete marketing, digital and social media strategy
- Purchased radio and outdoor media to support pop-up shops and key events working both directly with accounts and with WMI Agency
- Planned Ulta General Managers Conference, Sephora SDCA and Sephora SBE events
- Strategized and executed national multi-cultural branded events including; Made in America, Beauty Con, Hispanicize and Essence Street Style
- SheaMoisture, Nubian Heritage and Madam CJ Walker Beauty Culture
President/Marketing Consultant
Encompass Market Solutions, Inc
08.2012 - 06.2014
- Managed and executed the New Orleans SheaMoisture pop-up Store in 2014, overseeing all logistics, marketing and advertising campaigns to drive traffic and consumer awareness
- Created and launched sampling programs for consumers and trade
- Managed all facets of consumer events including budget management and strategic planning
- Developed and oversaw package copy for new product launches for Inspired Beauty Brands
- Oversaw 2 of Inspired Beauty Brands ethnic hair care lines by monitoring their sales cycles to ensure maximum exposure, brand identity and annual strategic marketing plans
- Collaborated with R&D for new product development, product testing and evaluation
- Conducted market research via focus groups and questionnaires to gain target market insight
- Worked closely with the merchandising team to execute pull thru selling programs
Marketing Manager
Namaste Laboratories, LLC/Dabur International
10.2007 - 05.2012
- Company Overview: ORS products
- Managed #1 Multicultural hair care brand Organic Root Stimulator (ORS) Olive Oil; brand sold in all major trade classes targeting the African American and Hispanic consumer, with revenue of $50M
- Developed and executed results-oriented strategic annual marketing plans with full brand P&L management; achieving overall net contribution up to 12% over 2011 projections
- Led cross-functional forecasting team and co-developed forecasting process with the production and sales team, successfully attaining +0.6 variance to 2011 budget
- Purchased TV, print, radio, outdoor and digital media with a budget of $2M
- Oversaw all national trade (co-op) and consumer promotions; managing a trade budget of $1M
- Worked closely with drug chain account buyers and sales team to coordinate monthly promotions
- Analyzed and monitored quarterly IRI data
- ORS products
Associate Product Manager
Namaste Laboratories, LLC/Dabur International
03.2007 - 09.2007
- Company Overview: ORS products
- Implemented and managed Weave Rx hair extension brand campaign
- Conducted qualitative market research to assist with product development
- Collaborated with R&D on new product formulations
- ORS products
Assistant Product Manager
Namaste Laboratories, LLC/Dabur International
01.2005 - 02.2007
- Company Overview: ORS products
- Effectively created a national salon and beauty supply program, increasing sales by 25%
- Responsible for media buying and developed annual out of home media plan and budget
- Collaborated with cross-functional teams to develop and execute monthly product promotions
- Proposed and implemented consumer marketing programs and developed all supporting collateral materials
- ORS products
Education
Executive Development Program -
Wharton Executive Education
Advanced Diploma - Digital Marketing
New York University
Master of Business Administration - undefined
Texas A & M University
Commerce, TXB.S. - Marketing Management
University of Illinois
Chicago, ILSkills
- Brand Strategy
- Multicultural Brand Management
- Retailer and Shopper Marketing
- Experiential Marketing
- New Product Development
Project management
Strategic visioning
Leadership team building
Decision-making
Consulting
Budget management
Brand management
Affiliations
- Alpha Kappa Alpha Sorority, Incorporated, Member, 2006-Present
- Information Technology High School Advisory Board, Member, 2022-Present
- Gbowee Peace Foundation Africa – USA, Board Member, 2024-Present
- IMentor NYC, Mentor, 2017-2020 & Mentor Ambassador 2020-2022
- Mercy Home for Girls Chicago, Tutor, 2005-2009
Timeline
President/Owner
Encompass Market Solutions, Inc
10.2023 - Current
Chief Marketing Officer
Thirteen Lune
09.2022 - 08.2023
Chief Marketing Officer
Alaffia
05.2022 - 09.2022
Vice President of Global Marketing
Alaffia
11.2019 - 05.2022
Senior Director of Marketing
Unilever – Sundial Brands
03.2018 - 11.2019
Director of Marketing
Lumene North America
04.2017 - 02.2018
Director of Retail Engagement
Sundial Brands, LLC
02.2017 - 03.2017
Director of Marketing-Community Engagement
Sundial Brands, LLC
07.2014 - 01.2017
President/Marketing Consultant
Encompass Market Solutions, Inc
08.2012 - 06.2014
Marketing Manager
Namaste Laboratories, LLC/Dabur International
10.2007 - 05.2012
Associate Product Manager
Namaste Laboratories, LLC/Dabur International
03.2007 - 09.2007
Assistant Product Manager
Namaste Laboratories, LLC/Dabur International
01.2005 - 02.2007
Advanced Diploma - Digital Marketing
New York University
Master of Business Administration - undefined
Texas A & M University
B.S. - Marketing Management
University of Illinois
Executive Development Program -
Wharton Executive Education
Similar Profiles
Dylan Boon Dylan Boon null
Industrial Automation Solutions Specialist at EnCompass Solutions GroupIndustrial Automation Solutions Specialist at EnCompass Solutions Group
VEOLA J ROLLEVEOLA J ROLLE
Coordinator Assistant at Encompass Supply Chain SolutionsCoordinator Assistant at Encompass Supply Chain Solutions
William BuntonWilliam Bunton
Warehouse Associate at Encompass Supply Chain Solutions Inc.Warehouse Associate at Encompass Supply Chain Solutions Inc.
David RosadoDavid Rosado
Inside Sales Consultant at Boise CascadeInside Sales Consultant at Boise Cascade
Juan Aguilar SanchezJuan Aguilar Sanchez
Back-up Lead/Glue Machine Operator/Forklift Operator at Swanson Group Inc.Back-up Lead/Glue Machine Operator/Forklift Operator at Swanson Group Inc.