The Strategy Decoded team comprises like-minded talented associate professionals in insights, sales, digital marketing and PR who are equally enthused about beauty and luxury brands.
Founder and Managing Director
Karine built her reputation over 20 years leading businesses strategically and commercially in the UK, US, Europe, Russia, Middle East and Asia, plus Travel Retail. Working on brand development for Jo Malone, Crème de La Mer, Bobbi Brown, Clinique, Lancôme, L’Oréal Paris amongst others.
During this time, Karine established excellent business relationships with retailers. She is known and respected internationally for delivering results – from driving brand equity, increasing sales, profit and margins, talent management and accelerating distribution, to negotiating space and locations.
Head of Marketing
Aimee has an extensive experience in marketing working across premium beauty brands such as Aramis and Designers Fragrance (Michael Kors, Donna Karan, Smashbox and Dior amongst others.
Aimee has a passion for marketing and driving sales, and enjoys creating and executing consumer centric brand marketing strategies. She creates collaborative relationships with clients, retailers and media partners to deliver best-in-class trade marketing plans.
Head of Sales
Joanna started her extensive carrier in the beauty industry as a spa manager and got promoted through the years to Sales Manager, Head of Sales, and Global Sales & Education Director. During her career, Joanna has created excellent relationship with a vast network of UK & Global retailers.
She has worked for Perricone MD, Zoeva, Farsali and Zelens before joining the Strategy Decoded Team as Head of Sales.
Digital & Trade Marketing Executive
Sales & Marketing Assistant
Olivia is a results-driven professional with a degree in Business Management and Marketing, with a strong focus on the luxury beauty and marketing sectors. Olivia is our expert in managing logistics, delivering high touch customer service whether it is B2B or B2C. She worked for high-end brands like Louis Vuitton, Chanel, and Cartier in previous roles.
Sales & Education Executive
Giedre started her career as an aesthetic/beauty therapist and worked in luxury clinics and spas in London for nearly 10 years. Later moved to sales management and education in luxury cosmetics. Giedre worked for brands such as Lucia Magnani, Augustinus Bader, Mz Skin by Dr. Maryam Zamani and Oh My Cream. Giedre is a strong sales professional with and in-depth knowledge of beauty and aesthetics industry and a huge passion for skincare, health and beauty education
