Head of Marketing with 10+ years in the beauty industry, blending creative vision with strong business execution. Experienced in brand building, digital growth, partnerships, and DTC operations, with a proven track record of turning digital-first strategies into culturally relevant, real-world impact across startups and established brands.…

Eliane Awada

Head of Marketing with 10+ years in the beauty industry, blending creative vision with strong business execution. Experienced in brand building, digital growth, partnerships, and DTC operations, with a proven track record of turning digital-first strategies into culturally relevant, real-world impact across startups and established brands.…

Available to hire

Head of Marketing with 10+ years in the beauty industry, blending creative vision with strong business execution.

Experienced in brand building, digital growth, partnerships, and DTC operations, with a proven track record of turning digital-first strategies into culturally relevant, real-world impact across startups and established brands.

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Language

English
Fluent
Spanish; Castilian
Fluent
French
Advanced

Work Experience

Head of Marketing at Good Light Cosmetics
April 1, 2021 - Present
Led the 360° marketing strategy across DTC and retail, driving product launches, brand moments, promotions, and budget allocation to fuel growth and brand visibility. Directed the DTC e-commerce and CRM strategy, including Shopify UX/UI optimization, app integrations, and Email/SMS programs, achieving 50%+ open rates and 5%+ CTR while growing customer acquisition and retention. Directed creative and brand execution across channels, owning campaign photo shoots, brand guidelines, digital assets, retail needs, and packaging creative for new product launches, PR boxes, and merch. Drove strategic brand partnerships and collaborations with Netflix, NYX Cosmetics, SmartSweets, and other culturally relevant partners. Served as a right-hand to the founder, overseeing cross-functional operations including DTC fulfillment, warehousing coordination, and customer support management while supporting strategic decisions across brand, product, and retail expansion.
E-commerce and Content Senior Manager at Estée Lauder Companies
December 1, 2017 - March 1, 2021
Led the e-commerce platform and DTC sales strategy, managing product catalog, promotions calendar, and site updates while partnering with senior leadership to track performance and drive growth. Led CRM strategy and execution across Email and SMS, achieving 50%+ open rates and 5%+ CTR while growing customer acquisition and retention. Directed creative production across photography, packaging, and new product launches, coordinating with 15+ partners and freelancers on budgets of $100K+ annually and end-to-end execution from concept to launch. Coordinated with 30+ regional affiliates and online retail partners across NA, EMEA, UK, and APAC on new product launches, creative asset rollouts, and site updates. Developed weekly, monthly, and quarterly sales and site performance reports to inform cross-functional teams and leadership.

Education

Bachelor of Science in Fashion Business Management at Fashion Institute of Technology
January 1, 2014 - May 1, 2017

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Consumer Goods, Professional Services
    paper Event Production

    I ideate and execute brand events from start to finish—transforming concepts into immersive, on-brand experiences. From creative direction and activations to logistics, guest curation, and post-event recaps, I manage every detail to ensure events drive buzz, community, and lasting brand impact.

    Focus areas:
    Creative Direction · Event Concepting & Activations · Logistics & Vendor Management · Guest Lists & Influencer Seeding · Event Recaps & Content

    paper Ecommerce

    With deep experience in Shopify Plus and the broader e-commerce ecosystem, I manage product catalogs, PDPs, and landing pages to deliver seamless, conversion-focused site experiences.

    I lead initiatives across site integrations, app optimization, re-launches, and multi-language localization, always prioritizing usability, performance, and scalability. Highly hands-on by nature, I collaborate closely with UX/UI designers and developers to continuously evolve and optimize the site experience.

    Focus areas:
    Merchandising · CMS Management · UX/UI · Basic HTML

    paper Brand Partnerships

    Strategic, well-executed partnerships are key drivers of brand awareness and growth. I’ve led and supported collaborations with brands like Netflix, SmartSweets, Genesis House and NYX Cosmetics to expand reach, strengthen brand equity, and generate revenue.

    Focus areas:
    Project Management · Art Direction · Partner Alignment

    paper Photoshoot Production

    From creative concepting to casting and day-of production, I lead efficient, thoughtful shoots that deliver high-impact photo and video assets—always working resourcefully with curated teams.

    Focus areas:
    Creative Direction · Production · Project Management

    paper Product Marketing

    I help bring products to life from concept to launch—spanning market research, positioning, copy direction, and packaging design. My approach focuses on building a cohesive product ecosystem that feels intentional, differentiated, and deeply rooted in customer insight.

    I’ve supported the execution of evergreen products, brand merchandise, PR packages, and limited-edition launches, partnering closely with creative agencies, production, and cross-functional teams to ensure consistency across every touchpoint.

    Focus areas:
    Project Management · Market Research · Art Direction · Copywriting

    paper CRM Marketing

    Email and SMS are core pillars of my work. I build CRM strategies that feel true to the brand voice while driving revenue, retention, and long-term customer loyalty.

    With hands-on expertise across Klaviyo, Mailchimp, and Attentive, I lead the strategy and execution of campaigns and automated flows—meeting subscribers at the right moment in their journey through thoughtful segmentation, tailored messaging, and data-backed iteration.

    Focus areas:
    Art Direction · Copywriting · Content Strategy & Calendars · Performance Reporting