Bethany Johnson - Head of Global Digital Marketing & Brand Communications @ OPI, Wella Company

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Work Background

OPIHead of Global Digital & Integrated Communications | OPI @ Wella Company

Mar. 2021Leads Digital and Integrated Communications for OPI globally. Oversees digital technology, .com, eCommerce/eRetail, CRM/Data, Consumer Engagement, Social Media & eContent, Influencer & Community, Paid Media & Comms.

L'OréalDirector, Global Digital Innovation & Experience | Redken, Biolage & Matrix

Feb. 2020 - Mar. 2021New York, New YorkLeads digital innovation and experience for L'Oreal's US Based Professional Products Division brands (Redken, Matrix & Biolage DMI) across 44 markets globally. For all three brands individually: directs master global website development and market roadmap, leads mobile application development and optimization, oversees DAM/PIM solution implementation and local market usage. Across US brands and in collaboration with French PPD Brands, leads digital strategy development across Augmented Reality (Modiface), eRetail/Amazon strategy, SEO and voice search including Alexa, diagnostic and guided selling tools, salon listings, CRM, and digital education. Acts as Digital Subject Matter expert and tracks trends/competitors in digital innovation.

L'OréalDirector, Digital Content and Commerce + Hair.com | Professional Products Division

Jan. 2017 - Feb. 2020Greater New York City AreaTapped to direct the new launch of global corporate publishing and communications site, Hair.com, for the US market focusing on L'Oreal Professional Product brands (Redken, Pureology, Kerastase, Matrix, Biolage, L'Oreal Professionnel, Baxter of California, Mizani, Shu Uemura Art of Hair). Directs 360° content strategy, including editorial content, PR communications, events and activations, SEO strategy, social media, influencer strategy and brand collaborations. Manages editorial and social media teams and works cross functionally with all divisional brands. Also manages online advertising (PPC) programs including social amplification, display advertising, and paid search (SEM). Launching CRM program, expanded salon locator tool, and interactive content as part of project roadmap. Product Owner for US localization of Global MVP website build with the US as the pilot country. Experience in Agile development, Sitecore, Salesforce Commerce Cloud (Demandware), and Salesforce Marketing Cloud (ExactTarget). Also acted as Content Marketing subject matter expert for Division including developing best in class content strategies for eRetailer partners (including Amazon) and B2B business (distribution networks and brand education). Led Trends Tracking Taskforce at the divisional level.

L'OréalManager, eCommerce and eRetail | Professional Products Division

Sep. 2014 - Jan. 2017Greater New York City AreaDirected launch of eRetailer strategy for L'Oreal's Professional Products Division and overseeing those eRetailer relationships for all L'Oreal PPD brands (Redken, Matrix, Essie, Kerastase, Mizani, L'Oreal Professionnel and Pureology). Primary eRetailers include Ulta, JCPenney, and Beauty Brands. Manages additional projects on behalf of the L'Oreal PPD eCommerce and Digital Strategy team including analytics and reporting up to the L'Oreal CMO and CDO teams and budget management. Created content production best practices for eCommerce across division, including developing in house content studio and identifying content production partners. Experience in Amazon and D2C strategy, ratings and reviews, affiliate programs, display advertising, SEO/SEM management, and best in class eCommerce practices.

The Kraft Heinz CompanyCustomer Category Manager

Dec. 2013 - Sep. 2014Greater Nashville Area, TNResponsible for Dollar General customer, managing categories totaling $155 million annually. Experience with shopper marketing promotions including digital and eCommerce, pricing management, budget planning and forecasting, supply chain, and client relationship management. Grew skills in B2B sales.

PureRED Integrated MarketingeCommerce Manager at Dollar General Corp.

Jan. 2012 - Dec. 2013Greater Nashville Area, TNOn-site agency employee at Dollar General. Worked under Dollar General's Senior Director of eCommerce to manage eCommerce assortment and categories, promotions/pricing, and digital strategy. Responsible for project management of all eCommerce initiatives and technology implementations. Directed A/B testing and optimization plans. Collaborated with teams to manage vendor relations, social media, sweeps & events, email marketing and interactive content. Experience with search marketing and affiliate marketing. Experience in Google Analytics and Adobe Omniture SiteCatalyst. Basic HTML, CSS, and Javascript skills. Experience partnering with: eBay Enterprise (formerly GSI Commerce), Monetate, Optimizely, Wishabi, Certona, Ensighten, Triad, ExactTarget, Knotice, Meltwater, Wildfire, OrderGroove. PureRED Integrated Marketing, formerly GAPRC Group, consists of 450+ professionals located in our offices: Atlanta (headquarters), Nashville, New York City, Chicago, Pittsburgh, Philadelphia, Minneapolis, Charlotte, Dallas & San Francisco. Clients: Safeway SuperValu Dollar General Michael's Kohl's Sears Lowe's Walgreens

AlltechConsumer Brands & Education Projects Marketing Assistant

Aug. 2010 - Dec. 2011Lexington, Kentucky AreaCollaborated on brand and project management of consumer brands including: KY Ale family, Lyons Spirits, and Alltech Angus. Developed promotional/marketing materials and managed graphics projects for Lyons Spirits. Created and managed tasting and events programs for Lyons Spirits. Assisted in public relations management for Alltech Angus and Lyons Spirits. Researched media placement opportunities for all Consumer Brands. Member of the Commonwealth Club team for the 2010 Alltech FEI World Equestrian Games, which sold over $2.3 million in tickets. Handled logistics of Education Projects programs which include Alltech Young Scientist and Alltech Kidzone. Created marketing campaigns to increase student involvement globally. Redesigned Alltech Kidzone project to create sustainability and further expansion into other regions. Managed all graphics projects for both programs (InDesign proficient). Headquartered in Lexington, Kentucky with Bioscience Centres in the US, Ireland and China, and offices and distributors in more than 128 countries, Alltech plays a leadership role in the animal health and nutrition industry. Alltech also owns a family on consumer brands including Kentucky Ale, Lyons Spirits, and Alltech Angus.

Meridian-ChilesAccount Services Coordinator

May. 2010 - Aug. 2010Lexington, Kentucky AreaCollaborated on the development of advertising materials for ten large regional clients. Worked on public relations projects for two large regional clients, including writing press releases. Performed administrative duties, including managing purchase orders for printed materials. Assisted in graphics project development. Achieved Advantage Software Proficiency.

Kentucky World Trade CenterMarketing Intern

May. 2009 - Aug. 2009Created promotional materials, including brochures and presentations. Served as event planner for several organizational events, including two international trade missions. Worked on numerous public relations projects for the organization's Vice-President. Handled up to 500 solicitation calls to increase membership and involvement in trade missions and fairs.

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