I expanded my role as a leader in Global Skincare Foresight to Global Makeup & Fragrance Foresight for the Estee Lauder brand in November 2025. I lead trends, social listening, data analysis, and insights for makeup and fragrance. I help our namesake brand develop the best makeup and fragrance products through trend forecasting, consumer intelligence, product innovation, and campaign development. I shape how our brands connect with current consumers, attract the next generation, and drive product innovation.
Some of my wins:
- Lead category deep dives of liquid foundation, cushion foundation, lip liner, lipstick, and more for four different markets: US, China, Japan, and Korea, to understand where our brand stands, the key players of the market, the local brands and how we as a brand can execute current and new launches better for our consumers
- Lead a derm procedures research study, including a custom-built GPT, in-depth language exercise, deep dive analysis of what’s coming up on the procedures and aesthetics market, and conversations with key experts about their tools, services and what they are seeing from conferences and clients
- Lead new tool testing, including AI tools, custom-built tools for concept writing, concept testing, Yipit, Mintel, Spate AI, Siftsy, and more for our brands to ensure we have the best tools and cascade them out to our brands (marketing, innovation, R&D, PD)