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 & 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 Sales
Joanna started her extensive career 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 relationships 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.
Head of Spa & Education
Karen is a luxury wellness leader with extensive global experience across Spa Operations, Retail Education, and Team Development. Alongside hands-on treatment work in ultra-luxury hospitality and wellness environments working globally covering UK, Europe, the Middle East, Asia and the US, Karen has delivered Forbes 5-Star and LQA standards, while driving commercial growth and operational excellence through 5-star luxury spa hotels and resorts.
Specialising in guiding spas through periods of growth and transformation, Karen’s work covers bespoke treatment protocols and guest journeys, impactful education programmes, retail performance, partnership development and team development plans.
Karen has a genuine passion for developing spa teams to deliver exceptional experiences and lasting results.
Trade Marketing Manager
Sales & Education Executive
Kelly’s career in beauty began as a skincare specialist and beauty therapist, where she spent four years working on luxury cruise ships before moving into sales and account management, working with some of the industry’s most respected brands, including Elemis, Aromatherapy Associates, and Emma Hardie.
With a unique blend of hands-on expertise and commercial experience, Kelly has built strong relationships with retailers and partners across the beauty industry. She is known for her genuine passion for beauty, and ability to drive sales while representing brands with authenticity and care.
Marketing Assistant
Ilse graduated from The University of York with a BA in Business and Management in 2025. Since joining Strategy Decoded in January 2026, Ilse has been supporting marketing activations across multiple brands as Marketing Assistant, and has developed comprehensive skills in both Trade Marketing and PR.
Ilse will continue to support Trade Marketing initiatives alongside Nell and the wider marketing teams.
Sales Assistant
Pippa joined the Strategy Decoded team in August 2026 after graduating from The University of Nottingham with a Biology BSc.
Pippa is supporting the team as Sales Assistant; her role includes, Sales Reporting and Forecasting, Order Fulfilment, and improving our internal operations through AI automation.
