Tooba Safi

Pro Artist Lead – Lip Marketing Team

• Collaborated closely with the lip marketing team to develop and execute creative content concepts for new product launches.
• Created original content showcasing new products,including application techniques, product benefits and trend driven looks for social and marketing channels.
• Provided in-depth education and training to retail partners to support product knowledge, application techniques, and sales strategies.
• Participated in A+ DMI (Digital Marketing Initiative) shoots and campaign productions as a makeup artist, ensuring brand aligned artistry execution.
• Executed makeup looks for high-visibility marketing campaigns and content, maintaining brand standards and trends.
• Oversaw the organization of product closets, managed inventory, and fulfilled product orders for internal and external events.
• Supported and guided brand activations, assisting with on-site execution, logistics, and creative direction

• Transitioned from Store Manager to Pro Artist during the COVID-19 pandemic, adapting quickly to brand needs and digital first strategies.
• Consistently ranked as the top sales performer in Ulta stores, exceeding sales goals and driving brand visibility in a retail setting.
• Created compelling content to support product launches and education, helping to elevate brand storytelling across platforms.
• Led retailer education and training initiatives, including the development of custom PowerPoint training decks used to onboard and educate Beauty Barrage field teams.
• Supported and executed national brand activations, contributing to the creative experience, on-site artistry, and consumer engagement.
• Participated in A+ DMI shoots, collaborating with cross-functional teams to produce high-quality campaign visuals aligned with brand aesthetics and messaging.

• Oversaw daily store operations, driving sales and achieving key performance indicators (KPIs) through team development, strategic planning, and performance management.
• Managed a team of employees, providing ongoing coaching, hands-on training, and role-playing strategies to build selling skills and maintain high customer service standards.
• Hired and onboarded new team members, ensuring alignment with brand values and operational excellence.
• Led in-store training sessions on new product launches and techniques, fostering a knowledgeable and confident sales team.
• Performed makeup applications during brand events and promotional activations, delivering elevated client experiences and driving product engagement.
• Maintained inventory levels and ensured the store’s visual presentation consistently met brand standards and merchandising guidelines.
• Regularly reported sales performance and operational updates to corporate partners, aligning store goals with broader business objectives.

Assistant Store Manager |NYX Professional Makeup

October 2018 - August 2019

• Partnered with the Store Manager to support daily operations, uphold brand standards, and drive overall store performance.
• Trained and educated employees on product knowledge, sales techniques, and brand values to ensure a consistent and elevated client experience.
• Acted as a key leader on the floor, providing hands-on coaching and operational support to maintain team focus and productivity.
• Quickly developed in-depth knowledge of the brand, product assortment, and competitive positioning to effectively support sales goals.
• Managed inventory processes, including stock organization and replenishment, to maintain optimal floor readiness and product availability.
• Responsible for opening and closing procedures, ensuring operational excellence and security compliance

• Provided professional makeup application for special events including weddings, proms, and private appointments, delivering customized looks tailored to client needs and occasions.
• Consistently upheld brand standards by maintaining a polished appearance and serving as a brand ambassador through artistry and client interactions.
• Managed and replenished product stock to ensure readiness for appointments and sales opportunities.
• Drove sales through product education and personalized recommendations, consistently ranking as a top seller.
• Collaborated with Ulta Beauty as a cross-brand Beauty Advisor, supporting floor coverage and customer service across multiple brands when needed.
• Delivered exceptional customer service by staying current on beauty trends and product knowledge, helping clients feel confident and empowered.

• Served as the in-store expert on product knowledge, leading education and training for team members on all new product launches, formulations, and application techniques.
• Delivered exceptional makeup applications for events and daily appointments, working efficiently in a fast-paced environment while maintaining high artistry standards.
• Consistently exceeded individual sales goals, ranking as a top performer through strong product recommendations and personalized client service.
• Maintained optimal floor readiness by cleaning, restocking, and organizing product displays in alignment with brand visual standards.
• Monitored inventory levels, supported stock management, and ensured product availability for both clients and team members.
• Played a key role in driving team performance by fostering a culture of product knowledge, customer focus, and brand pride.