e
Director Brand Marketing, Beauty & Fashion
Sherry West
Los Angeles, CA
Available Now
- Contact
- Save to list
-
About
Strategic and culturally attuned brand marketing leader with 10+ years of experience driving integrated marketing, brand transformation, retail growth, and go-to-market execution across beauty, fashion, lifestyle, and consumer products industries. Proven expertise leading multi-channel campaigns, influencer initiatives, retail marketing strategies, experiential activations, and cross-functional brand operations for nationally distributed consumer brands.
Recognized for building emotionally resonant brand narratives that translate into measurable business growth across retail, e-commerce, social, and experiential platforms. Extensive experience partnering with executive leadership, sales, creative, product development, retailers, licensors, and agency partners to execute high-impact campaigns that strengthen brand equity, drive retailer engagement, and accelerate revenue growth.
Experienced managing product launches, hero campaigns, influencer partnerships, social strategy, retailer marketing initiatives, and integrated go-to-market calendars within fast-paced consumer brand environments. Adept at mentoring teams, navigating ambiguity, and balancing strategic vision with operational execution. -
Education
-
MBA in Marketing MarketingArgosy University
-
Bachelor of Fine Arts Fashion DesignMoore College Of Art & Design
-
-
Experience
-
Marketing ManagerAug 2025 - Present (11 months)*Led integrated marketing initiatives across beauty and consumer product portfolios spanning retail, e-commerce, digital, social, influencer, and experiential channels.
*Drove go-to-market execution across Amazon, Target, CVS, Walgreens, ULTA, Five Below, and DTC channels.
*Managed integrated marketing calendars inclusive of product launches, retailer programs, influencer activations, social campaigns, and seasonal initiatives.
*Developed cohesive brand storytelling strategies that strengthen retailer engagement and consumer acquisition.
*Partnered cross-functionally with Sales, Product Development, Creative, and Leadership teams to execute omnichannel marketing campaigns.
*Supported social media strategy, content creator collaborations, UGC initiatives, and digital engagement campaigns to elevate brand visibility.
*Determined annual marketing budget across activations, social campaigns, sponsorships, and product seeding initiatives. -
Brand Marketing ManagerCity of Industry, CANov 2022 - Jul 2025 (2 years 8 months)*Directed comprehensive brand marketing and retail growth initiatives for nationally recognized beauty brands across mass retail and e-commerce ecosystems.
*Led end-to-end 360° marketing campaigns spanning retail, influencer, PR, experiential, digital, social, and e-commerce channels.
*Oversaw integrated go-to-market strategies supporting major retail partners including Target, Walmart, and Amazon.
*Developed cohesive brand narratives and hero campaign strategies aligned with consumer trends and retailer objectives.
*Partnered with leadership on social strategy, influencer marketing initiatives, and brand-building activations.
*Led influencer and cultural collaboration initiatives, including a high-profile partnership with iconic hip-hop fashion brand Cross Colours that significantly increased consumer engagement and retailer interest.
*Managed cross-functional coordination for product launches, retail storytelling, promotional calendars, and campaign execution.
*Delivered 240% Amazon sales growth through integrated marketing optimization and retail campaign execution.
*Spearheaded the award-winning campaigns recognized by Marie Claire Beauty, Beauty Independent Beacon Awards. -
Marketing ManagerRancho Cucamonga, CASep 2021 - Jul 2022 (10 months)*Directed strategic marketing campaigns and brand visibility initiatives for publicly traded clean-tech transportation company.
*Developed integrated marketing campaigns supporting national growth and business development initiatives.
*Managed trade show activations, experiential marketing, PR support, and digital communications.
*Created executive communications and investor-facing presentations supporting corporate positioning.
*Led award-winning innovation campaign that increased visibility and strengthened market awareness. -
Global Creative Director of Product, Brand, Fashion, & FilmIrvine, CAOct 2016 - Sep 2021 (4 years 11 months)*Directed global brand strategy, creative development, and integrated marketing initiatives across fashion, beauty, and lifestyle categories.
*Led brand positioning, product storytelling, packaging development, and omnichannel marketing initiatives.
*Oversaw creative direction and brand consistency across digital, retail, social, and e-commerce touchpoints.
*Developed product launch strategies and retail narratives supporting commercial growth and international expansion for clients.
*Collaborated cross-functionally with global manufacturing and development teams across the U.S., China, India, and Europe for brand alignment. -
Film Producer & Director of Brand ProductLas Vegas, NVJan 2021 - Jul 2021 (6 months)Product Development & Marketing (Contract) 2021 * Film Producer on Independent short film for American Comic Book fan base. Release date June 25, 2021 * Directed overall movie brand look, presence, strategy, digital content, web, and public relations of project * Designed, merchandised, and managed entire fan-based movie merchandise for eCommerce platform * Managed and produced movie soundtrack including but not limed to sourcing various contributing artists * Strategically designed and developed website to consistently communicate brand's entire footprint * Designed, directed, and PR'd sensational and highly attended in-person movie premiere event
-
Director of Brand Product & LicensingYours Truly Clothing Co.Huntington Beach, CA2020 - 2020Product Development & Marketing 2020 * Partnered with Hip Hop celebrity entertainer / influencer CEO to develop brand strategies, and product vision * Provided key strategy based on Shopify data and analytics to increase sales in less than three months * Increased DTC sales and profitability more than 210% within two months via product and marketing strategy * Managed global product development and marketing calendar for eCommerce and retail store activities * Sourced and managed supply chain partners, resulting in leaner processes for overall customer satisfaction
-
Adjunct Faculty, Fashion MarketingFullerton CollegeFullerton, CA2017 - 2018 (1 year)
-
Senior Field Operations Manager, Sales Teams Western RegionBDS MarketingIrvine, CA2015 - 2016 (1 year)* Led pilot retail operations and sales for Fortune 500 company - Nautilus/Bowflex home fitness consumer brand * Adeptly handled regional retail rollouts along with scope of work implementation of franchise objectives within designated territories with 40% travel * Identified and analyzed key performance indicators (KPIs) for experiential marketing promotions while developing 360 marketing strategy for optimal exposure and eCommerce sales * Authored playbooks, training methodologies, policies, and retail guidelines for consistent brand message * Established multi-media campaign for maximum exposure by directing in-house advertising agency team * Recruited and trained Regional Sales teams for Nautilus/Bowflex experiential retail pilot launch
-
Global Operations & Creative DirectorLos Angeles, CA2013 - 2015 (2 years)
-
Academic Dept. Director (Chairperson)CA2008 - 2012 (4 years)Inland Empire, CA Academic Department Director, Fashion Design and Fashion Retail Management Programs 2008-2012
-
-
Awards
Marie Claire Beauty 2025 Award Best Eyeliner
Inaugural campaign nominated for Best Campaign 2023 Beauty Independent’s Beacon Award.
STN “Green Innovation” Industry Award 2022 for GreenPower Motor Company -
Affiliations
Fashion Group International
California Fashion Association
Women In Toys & Licensing -
Industries
-
Skills
-
Elsewhere on the Web
-
On Coroflot@sherrywest22, member since 2011
-
-
Followers 3
