About Us

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The Team

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.

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Karine Fleury-Richards

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.

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Suzanne Cockerham

Head of Marketing

Suzanne has worked in marketing and business development for 25years. She has held senior positions in marketing teams, working across premium beauty in the UK and internationally. She has worked on brands such as Jean Paul Gaultier, Serge Lutens, Michael Kors, LAB Series and Smashbox cosmetics amongst others. She has also worked on premium consumer food brands such as Godiva chocolates and The Spice Tailor across all major markets.

Suzanne has a passion for marketing and driving sales, and enjoys creating and executing brand marketing strategies that are consumer centric with a digital-first mindset. She creates collaborative relationships with clients, retailers and media partners to deliver best-in-class plans.

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Joanna Vernon

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.

Kathryn Shade

Head of Digital - Freelancer

Kathryn has spent the last 20years launching and scaling ecommerce for some of the best known brands in Beauty and Skincare.
Kathryn launched Bobbibrown.co.uk  in 2007 and later managed the total ecommerce business for Estee Lauder Companies UK .
More recently Kathryn moved to Johnson and Johnson Consumer Health – establishing ecommerce for well known CPG brands such as Aveeno & Neutrogena.
She now works as an ecommerce growth consultant focussing on the Health, Beauty & Wellness space with a particular passion for B Corp and sustainable brands.

Subject to scope

Brands that helped shape us