Jennifer Pesce

Beauty Brand Director

• Brand Development and Evolution: Established all branded standards (e.g., logo, content, colors, music selection, etc.) and ensured consistency of look and feel both at brick-and- mortar locations as well as online.

• Project Management: Coordinated and executed projects in a variety of areas, including but not limited to new service and product launches, team trainings, new location build-outs, app development.

• Copywriting: Developed and created content to provide a consistent voice for the brand across all mediums - digital campaigns, website, social media platforms, in-store signage and team training materials.

• Website Management: Supervised team initiatives to promote both online and in-store sales, ensured content is current and informative for all visitors (e.g., clients, public and media).

• Market Research: Analyzed client data, current competition as well as other markets with similar target audiences to generate effective strategies and execute improvements within the company to meet consumer demands (e.g., launched loyalty app with LevelUp).

• Public Relations: Provided in-house media relations for traditional (print, digital and TV) and social (Facebook, Instagram, Twitter, SnapChat) platforms; coordinates on-camera interviews, responded to press inquiries and created media alerts, which included 600+ editorial (unpaid) mentions. Additionally, interfaced with all VIP clientele and contacts, including A-list celebrities and international royalty.

• Quality Assurance: Oversaw the client experience via management of relations on social platforms (e.g.,Yelp, Facebook, Instagram, Twitter, etc.), secret shopper evaluations and monthly service performance assessments for salon team members.

• Product and Packaging Development: Spearheaded new products for the Shobha line, worked with manufacturers, creates name, packaging and marketing collateral content, selects packaging and oversaw design.

• Retail Merchandising: Determined in-store displays and ensured implementation of designs at each location for consistency of the client experience.

• Marketing Team Management: Managed the marketing team including full-time and part-time employees, interns, as well as freelancers.

• Event Management: Oversaw the planning and execution of trade shows, product demonstrations, Shobha’s Home for Girls and Women fundraisers, new location launch parties and press events.

• Kiosk Management: Maintained daily operations & facilitated sales; fulfilled merchandise requests from production staff.
• Inventory Control: Monitored levels & inventory fulfillment.
• Customer Service: Daily interactions with audience members & general public.

• Human Resource Management: Created weekly schedules for staff; executed weekly payroll, hired/fired & trained FOH staff.
• Administrative Management: Maintained house accounts, managed vendor relations & bill payment.
• Marketing Consulting: Provided ideas & concepts to owners to increase sales & ensure customer loyalty.
• Customer Service: Maintained customer satisfaction, provided solution for challenging situations.