Work Preference
Summary
Overview
Work History
Education
Skills
Timeline
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LAURA RENO

LAURA RENO

Skincare Expert/Beauty Enthusiast/Account Executive
Dallas,United States

Work Preference

Work Type

Full Time

Location Preference

HybridRemote
Open to relocation: Yes

Salary Range

$64000/yr - $101000/yr

Important To Me

Career advancementCompany CulturePersonal development programsHealthcare benefitsTeam Building / Company Retreats

Summary

Dynamic sales professional with a unique blend of artistry and scientific insight, dedicated to fostering enduring client relationships and driving impactful business results. Proven track record in sales and educational success, complemented by deep product knowledge and exceptional selling skills, ensures consistent achievement of high standards and goals. Known for infusing energy and enthusiasm into every endeavor, creating an inspiring environment that motivates teams and clients alike. Passionate about empowering women through the transformative power of skincare and cosmetics, with a career focused on integrity, honor, and reputation in the beauty industry.

Overview

23
23
years of professional experience

Work History

Brand Specialist

StriVectin
06.2025 - Current
  • Developed brand strategies to enhance market presence and customer engagement.
  • Built strong relationships with leadership and brand partners.
  • Met and exceeded assigned goals and promo sell thru.

Brand Ambassador

Dr. Perricone
04.2025 - 06.2025
  • Developed and executed promotional campaigns to enhance brand visibility and consumer engagement.
  • Trained and mentored sales associates and brand partners on product knowledge and effective sales techniques.

Sales and Education Account Executive

P&G/First Aid Beauty
04.2018 - 04.2025
  • Achieved Procter & Gamble/First Aid Beauty retail sales objectives and financial targets in collaboration with Sephora and Ulta within the Dallas, North Texas, Arkansas and Oklahoma territories.
  • Handpicked as one of 5 AE's for a 3 year incentive program to achieve a goal set by P&G 3 year Harmonization Program with FAB before going under their umbrella. I met that goal and was awarded an extra $35K on top of my salary in '21.
  • Provide comprehensive sales support, conduct training sessions, host events, and cultivate strong partnerships to tailor solutions that address each retailer's specific needs.
  • Coached and developed freelance representatives and store teams to enhance customer service and field efficiency.
  • Ensure achievement of targeted sales plans for focus door accounts and corporate events.
  • Manage inventory levels to maintain optimal stock availability and sell-through.
  • Foster and maintain robust in-store relationships, securing enhanced visibility for merchandising and hosting store-level events to drive revenue and improve rankings.
  • Strategically plan and assess seasonally/yearly business goals and quarterly objectives to guarantee consistent growth and return on investment, adhering to T&E guidelines and budget constraints.
  • Was instrumental in partnering with Global Education to help First Aid Beauty with store survey's since I was known for continuous 5 star reviews!
  • Leverage flexibility and adaptability as an empty nester to pivot and accommodate travel requirements as necessary.
  • Led cross-functional teams to develop innovative marketing strategies for product launches.
  • Streamlined operational processes, enhancing efficiency and reducing time-to-market for new products.
  • Analyzed market trends to inform strategic decision-making and drive brand positioning initiatives.
  • Mentored junior staff, fostering skill development and promoting a culture of continuous improvement.

DFW Lead Market Trainer

Kate Somerville
08.2017 - 04.2018
  • Lead Market Trainer, managing the training programs for Sephora, Neiman Marcus, and Nordstrom within the Dallas-Fort Worth region, with an upcoming expansion to Ulta in summer/fall 2018.
  • Collaborate actively with Skin Leads and Beauty Stylists to design and implement engaging events and spa experiences, aimed at enhancing customer interaction and boosting product sales.
  • Develop and deliver targeted coaching and training sessions focused on innovative selling strategies to enhance workforce efficiency and increase revenue streams.
  • Foster and strengthen relationships with clients and vendors, ensuring a robust network for business development and brand promotion.
  • Proactively secure and plan outsource events to heighten business prospects and amplify brand presence in competitive markets.
  • Participate in community outreach by providing professional facial services at charity events, demonstrating a commitment to corporate social responsibility and community support.

Philosophy Account Executive/Retail Manager

Coty Inc.
06.2016 - 04.2017
  • Administered and promoted the Philosophy skincare business across 34 locations in DFW, remote Texas, and Arkansas
  • Implemented effective selling strategies, provided comprehensive education and training, and facilitated successful store events.
  • Managed budgets and T&E, and developed creative contests and incentives that exceeded sales targets.
  • Built strong recruitment, hiring, scheduling, and payment of freelance ambassadors, and conducted on-boarding and talent development.
  • Cultivated strong, enduring relationships with clients, stores, and vendors, and delivered education to in-store associates and freelance staff at Ulta, Sephora, Nordstrom, and Macy's.
  • Maintained effecient & proactive communication with supervisors and associates, reporting results and sharing achievements
  • Achieved #1 RM/AE status at Sephora within the first few months and maintained this ranking for 10 consecutive weeks. Ranked #14 out of 50 Retail Managers nationwide for Coty prior to company restructuring.
  • Led and developed a top-performing team of freelance specialists, personally recruited to excel and exceed Coty's sales per hour (sph) requirements.
  • Coordinated with cross-functional teams to streamline project timelines and deliverables.
  • Developed client relationships to enhance account retention and growth.
  • Led presentations to potential clients, showcasing product benefits and value propositions.

Estee Lauder Business Manager

Dillards Northpark
02.2014 - 05.2016
  • Successfully led the top-performing Estee Lauder business at DFW for Dillard's, achieving the highest volume and setting a benchmark in retail excellence.
  • Transformed a declining business into a thriving one, surpassing sales targets within the first six months through strategic leadership and innovative problem-solving.
  • Recruited, developed, and mentored a team of highly motivated beauty advisors, fostering a culture of high performance and continuous improvement.
  • Consistently met and exceeded sales goals by implementing effective sales strategies, driving revenue growth, and enhancing customer satisfaction.
  • Organized and executed impactful events and promotional activities, leveraging my network to secure celebrity and local talent for our Trend Shows, thereby enhancing brand visibility and customer engagement.
  • Excelled in building and nurturing client relationships, resulting in increased customer loyalty and repeat business.
  • Excellent skills in inventory control and visual merchandising, ensuring optimal stock levels and an appealing store presentation.
  • Developed and role-played selling strategies that improved team performance and efficiency, contributing to a significant increase in sales.
  • Proactively used social media, marketing, and social media platforms to expand market reach and engage a broader audience.
  • Provided coaching, training, and motivational support to team members, using contests and incentives to boost team morale and productivity.
  • Skillfully maintained a harmonious balance between store and vendor relationships, optimizing collaboration and achieving shared objectives.
  • Achieved and retained the prestigious personal Pacesetter status, recognized as the highest sales accolade at Dillard's, over two consecutive years.
  • Contributed my singing talents and presentation skills to elevate the Trend Shows, adding a unique and personal touch to enhance attendee experience.

Market Coordinator/Client Relationship Specialist

Clarins USA
11.2012 - 02.2014
  • Developed and implemented strategic sales initiatives that significantly increased in-store and online traffic, leading to a substantial boost in overall brand visibility and sales performance.
  • Fostered a culture of continuous learning and professional development among the team, resulting in improved sales techniques and customer engagement.
  • Spearheaded collaborative efforts with store leadership to optimize merchandising and promotional strategies, enhancing the customer shopping experience and maximizing retail space efficiency.
  • Analyzed market trends and customer insights to tailor marketing and sales strategies in alignment with company objectives, ensuring alignment with current industry standards and consumer demands.
  • Strengthened brand presence and customer loyalty through community engagement and targeted promotional events, effectively leveraging partnerships with local influencers and brand ambassadors.
  • NorthPark Mall and Galleria Mall Nordstrom, Macy's and Dillards

Texas Regional Makeup Artist

LVMH Dior
01.2010 - 11.2012
  • Dior Regional Makeup Artist for the "What's In Store" segment at Dillard's, Texas, showcasing expert skills and enhancing the company's on-screen brand visibility.
  • Developed customized makeup applications for diverse clientele, enhancing customer satisfaction and brand loyalty.
  • Trained and mentored junior artists in advanced techniques, fostering skills development and team collaboration.
  • Partnered closely with the National Dior Makeup Pro Team to strategically elevate Dior's brand presence, contributing to a unified and compelling market image.
  • Lead Artist for 3 States for Dillard's demonstrating flexibility and dedication to drive consistent performance by meeting sales targets and flawlessly executing multiple high-profile events.
  • Delivered hands-on coaching to clients and Beauty Advisors, focusing on advanced selling strategies and innovative makeup techniques, significantly boosting individual skills, confidence, and comprehensive product knowledge.
  • Developed and implemented personalized client engagement strategies, resulting in a heightened customer experience and increased brand loyalty.
  • Regularly analyzed market trends and customer feedback to refine event execution approaches, ensuring alignment with emerging beauty industry standards and consumer demands.

Lancome Business Manager

Dillards Northpark
09.2002 - 05.2010
  • Spearheaded the leading volume counter for Lancôme within DFW at Dillard's, elevating performance from -9% to +14% in the first year and sustaining an additional +11% growth in the second year.
  • Consistently exceeded sales goals and developed a robust team of beauty advisors through effective recruitment and training strategies.
  • Cultivated client relationships and showcased expertise in makeup artistry and skincare, enhancing customer satisfaction.
  • Designed and implemented successful promotional events, effectively partnering with other businesses to boost store traffic and e-sales.
  • Earned Pacesetter Status annually

Education

Richland College
01.1983

Skills

  • Strong work ethic

  • Proficient in both verbal and written communication

  • Strong interpersonal communication

  • Goal-driven professional

  • Engaging interpersonal skills

  • Social media expertise

  • Team development proficiency

  • Proficient in QVC-style training techniques

  • Brand development proficiency

  • Event planning and execution

  • Budget management

Timeline

Brand Specialist

StriVectin
06.2025 - Current

Brand Ambassador

Dr. Perricone
04.2025 - 06.2025

Sales and Education Account Executive

P&G/First Aid Beauty
04.2018 - 04.2025

DFW Lead Market Trainer

Kate Somerville
08.2017 - 04.2018

Philosophy Account Executive/Retail Manager

Coty Inc.
06.2016 - 04.2017

Estee Lauder Business Manager

Dillards Northpark
02.2014 - 05.2016

Market Coordinator/Client Relationship Specialist

Clarins USA
11.2012 - 02.2014

Texas Regional Makeup Artist

LVMH Dior
01.2010 - 11.2012

Lancome Business Manager

Dillards Northpark
09.2002 - 05.2010

Richland College

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