Shannon Edwards

Founding team member for luxury retail startup launching to market in 2025 (currently in stealth mode). COMTENT was created to develop platforms at the intersection of content, community and commerce to reimagine retail for next-gen global consumers in the beauty, fashion and luxury markets. Responsible for all commercial and brand aspects of the business, including go-to-market strategy, business planning, financial projections, and leading fundraising activities scheduled for Q4 2024.

I led a team of 25 with a wide remit across all aspects of Go-To-Market Strategy, Retail Channel Planning, Marketing, Communications, VM & Store Design for Charlotte Tilbury in their home market of the UK. • Leading all consumer touchpoints for business over £196m retail sales; +17% including product and retail marketing, media, PR, talent, influencer marketing, VM, store design, • Successfully planned and executed Hollywood Highlighter, Pillow Talk Blush Wand, Hollywood Lip Blur launches – all achieving #1 in their respective sub-categories Accelerated hero skincare Magic Cream, achieving #1 Prestige Moisturiser by November. • Launched major Disney collaboration with earned media reach 3.9b valued £6.2b in UK. Best-in-class Corner Shop with Selfridges, their 2nd most commercially successful. • Initiated and led media transformation to consumer-centric, digital-first and omnichannel approach. Led scoping, negotiation and appointment of Publicis as media agency of record.

I led all aspects of operational Marketing & Communications, including Product Marketing, Retail Experience, Digital Experience, Communications for Land Rover and Jaguar including go-to-market strategy, paid media, social media, public relations, sponsorships, partnerships, digital experience, CRM, retail marketing, and product marketing. Led team of 13 plus agency collaborators of 22; Executive Leadership Team. Key achievements included: •Launched New Range Rover +580% sales growth valued over $350m with 48% clients new to brand, and New Range Rover Sport achieved FY target in 12 weeks; together driving +74% top line profit per unit. •Developed data-backed, digital-first cross-channel earned and owned media acceleration strategy, driving social reach +96% vs target and PR OTS +24% Land Rover and +62% Jaguar vs LY, mitigating paid budget cuts in challenging market. •Rolled out agile Conversion Rate Optimization program across digital channels, achieving #2 global market for engagement (#1 UK home market) and more than doubling website enquiry rate, exceeding sales leads +109% vs target. •Re-negotiated major multi-year brand sponsorships with advantageous commercial outcomes saving over $1m per annum; led partnership strategy and team across sports, arts and culture, travel and lifestyle, and humanitarian. •Drove significant brand re-positioning growth +7pts desirability metrics 'respect and status', 'proud to own', 'elegance & luxury' (MM-Eye Brand Health Study). •Initiated and rolled out cross-functional digital immersion and upskilling program achieving over 80% attendance and 87% approval rating.

Expert strategic consulting services supporting leading investment institutions and global management consulting companies on commercial and operational insights for beauty and luxury retail markets. Examples of projects include: - Potential $2.5B+ acquisition of a global luxury skincare brand - Luxury goods market current retail sales trends and future performance - Operational insights into prestige beauty retail and in-store cost drivers - Strategic and operational insights into influencer marketing for prestige beauty - Financial analysis of prestige beauty A&P investments

In this role I led communications, product management, retail marketing & CRM, successfully driving go-to-market across categories, brand pillars, retail channels (boutiques, specialty multi brand, department stores, e-commerce), ATL and BTL media, PR, CRM, merchandising, instore experience and events across the Oceania region. I led a team of 7 marketing professionals, on Executive Leadership Team. Key achievements included: •Transformed go-to-market strategy across product categories (fragrance, makeup, skincare) and brand icons, gaining +1 market rank. •Strengthened key relationships with major department store retailers, negotiating +$1.5m retailer marketing investment, a 5x increase YOY. •Drove a major transformation of paid media with a consumer-centric, digital-first and through-the-line approach to engage and recruit new customers, unlocking over $2m incremental media value; pioneered paid TikTok globally. •Developed strategic influencer marketing program, driving social earned media rank from #6 to #1 in under 12m; led celebrity and talent partnerships, and negotiated PR features and covers with Vogue, Harper's Bazaar, ELLE, Marie Claire. •With E-Commerce Manager, launched e-commerce to market, implementing performance digital plan to drive qualified traffic and maximize sales conversion, with continued luxury brand experience across online-to-offline touchpoints. •Invited as mentor in cross-maison EllesVMH 'Mentor Me' leadership program

Led operational marketing and communications for Estee Lauder, the corporation's flagship brand. Team of 7 direct and 2 matrix reports including eCommerce. Key achievements included: • Successfully led major go-to-market evolution, re-positioning brand to develop pipeline of new millennial and multi-ethnic clients, strengthening pillars and hero products with insights-to-action, digital-first consumer engagement, and retail channel diversification accelerating specialty-multi, pureplay and e-commerce. • Drove brand from #3 to #1 in Prestige beauty market with cross-category pillar acceleration achieving #1 Skincare Franchise, #1 Serum, #1 Eye and #1 Foundation • Concurrently, drove +27% profit growth thanks to A&P efficiency, product mix optimization, strategic pricing, forecast and inventory management improvement. • Significant success leading product launches and animations: re-launched iconic Advanced Night Repair, driving +51% growth; leveraged consumer insights to transform Moisturiser market share, proposing and driving highly successful Revitalizing Supreme launch (then Europe perfumery-only), later rolled out globally; launched Aerin Beauty to market, and accelerated Tom Ford Beauty rollout. • Pioneered diversity and inclusion in Makeup as first market globally to offer full shade basket for Double Wear Foundation – now a global industry best-practice.

Led Product Marketing for Estee Lauder, Tom Ford Beauty and Aerin Beauty including product and category strategy, distribution strategy, new launch planning, pricing strategy, demand planning, inventory management, analysis and reporting.

Led marketing and consumer engagement for Estee Lauder skincare portfolio, plus promotional offering. Teams of up to 9 direct and matrix reports. •Successfully led major go-to-market evolution, re-positioning brand to develop pipeline of new millennial and multi-ethnic clients, strengthening pillars and hero products with insights-to-action, digital-first consumer engagement, and retail channel diversification accelerating specialty-multi, pureplay and e-commerce. •Drove brand from #3 to #1 in Prestige beauty market with cross-category pillar acceleration achieving #1 Skincare Franchise, #1 Serum, #1 Eye and #1 Foundation •Concurrently, drove +27% profit growth thanks to A&P efficiency, product mix optimization, strategic pricing, forecast and inventory management improvement. •Significant success leading product launches and animations: re-launched iconic Advanced Night Repair, driving +51% growth; leveraged consumer insights to transform Moisturiser market share, proposing and driving highly successful Revitalizing Supreme launch (then Europe perfumery-only), later rolled out globally; launched Aerin Beauty to market, and accelerated Tom Ford Beauty rollout. •Pioneered diversity and inclusion in Makeup as first market globally to offer full shade basket for Double Wear Foundation – now global industry best-practice. •Marketing lead (all brands) for rollout of S&OP transformation, APAC Supply Chain Excellence Award; forecast accuracy #2 market globally.

Led all aspects of marketing for niche skincare brand, Kiehl's Since 1851. Led re-positioning of brand in the market growing retail sales by +108% in under 12 months, and launched eCommerce.

Roles of increasing responsibility, leading product marketing for L'Oreal Professionnel haircare, and then the larger hair colour category.

Responsible for all retail and net sales reporting for L'Oreal Consumer Products Division. Analysis of sell-through, sell-in, stock holdings and distribution performance across product portfolio and all channels/accounts, making strategic and tactical recommendations to senior commercial and business leadership. Key project team for enterprise-wide rollout of SAP.