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 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.
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 a BA in Business and Management in York and is having her first marketing experience at Strategy Decoded since January 2026. She is supporting Nell and the team in Trade Marketing and PR.
Sales Assistant
Pippa joined the Strategy Decoded team in August 2026 after just graduating from Nottingham university with a Biology BSc, she is supporting the team as sales assistant, placing orders and supporting the forecasting needs as well as modernising and streamlining all our processes with AI.
