DANIELA SERRA
Los Angeles
Summary
Strategic Sales, Education & Brand Development Leader with nearly 20 years of experience driving retail performance, sell-through, and brand growth across prestige beauty, skincare, and wellness. Licensed Esthetician and Professional Makeup Artist with expertise in field education, experiential retail, artistry, skincare, and product storytelling across Sephora, Ulta, Nordstrom, and specialty retail environments. Known for translating product knowledge into high-impact trainings, elevated in-store experiences, and revenue-driving activations that strengthen brand loyalty, increase conversion, and elevate customer engagement. Proven cross-functional collaborator with experience spanning sales, education, events, PR, product development, and marketing execution for both emerging and globally recognized beauty brands.
Overview
18
18
years of professional experience
Work History
Sales, Education, Artistry & Events Specialist
ILIA Beauty
Los Angeles
12.2025 - Current
- Lead high-impact trainings, in-store activations, and artistry events that increase sell-through, strengthen brand awareness, and elevate customer experience
- Drove sales performance and brand growth across Sephora, Ulta, and specialty retail partners through strategic education, artistry, and experiential retail execution, enhancing customer engagement
- Partner cross-functionally with Sales, Marketing, and Product Development teams to support launches, optimize retail performance, and ensure consistent brand storytelling across all touchpoints
- Built strong relationships with store leadership and Beauty Advisors to enhance product knowledge, boost team confidence, and increase conversion at the door level
- Execute with a balance of strategic planning and hands-on field support to improve performance, support key business initiatives, and deliver measurable results
Market Sales Lead
NUDESTIX Cosmetics
Los Angeles
04.2024 - 12.2025
- Led sales events, product launches, and promotional initiatives across Sephora and specialty retail partners, ensuring seamless execution and strong brand alignment
- Managed vendor and retail partnerships, driving in-store activations that increased engagement, conversion, and brand visibility
- Tracked KPIs and analyzed campaign performance, providing actionable insights that informed sales strategies and business objectives
- Delivered in-store education and product training, enhancing Beauty Advisor knowledge and confidence, which contributed to improved sales performance
- Supported field execution and merchandising initiatives, ensuring elevated brand presentation and consistency across retail environments
Influencer Relations Manager – Freelance
JBD Digital
Minneapolis
10.2021 - 06.2024
- Managed influencer partnerships and executed PR and promotional campaigns for beauty and lifestyle brands, enhancing brand awareness and market reach
- Developed campaign strategies and produced performance reports to evaluate engagement and ROI, ensuring alignment with business objectives
- Led grassroots outreach and content distribution initiatives, increasing brand visibility and fostering audience engagement
Education Manager (Contract)
E.L.F. Beauty
Los Angeles
06.2022 - 07.2022
- Supported product launches through workshops, tutorials, and digital education strategies, driving brand awareness and customer engagement
- Partnered with Marketing and PR teams to execute educational events, influencer activations, and campaign rollouts, enhancing visibility across prestige retail channels
- Coordinated cross-functional teams for seamless execution of marketing initiatives, events, and educational programming, ensuring alignment with strategic goals
Virtual Training & Sales Coordinator
Amyris Inc. / Biossance
11.2020 - 10.2021
- Coordinated virtual training programs, event logistics, and client communications to enhance engagement for multiple beauty and skincare brands
- Developed SOPs for digital education, live chat, and virtual consultation programs to improve operational efficiency and customer experience
- Delivered performance reporting and KPI tracking to identify trends and inform adjustments for sales initiatives and campaign optimization
Director of Product Development – Co-Founder
BLNCD Naturals
Minneapolis
12.2018 - 09.2021
- Led full-cycle product development for skincare and body line, overseeing formulation, R&D, product testing, and go-to-market execution
- Led product development and launch strategy, contributing to business growth scaling to $3M in revenue
- Developed and executed go-to-market strategies and educational platforms, creating retail marketing collateral to enhance brand expansion
- Partnered with creative and operational teams to shape brand storytelling, package design, and campaign execution
U.S. Brand Manager
Province Apothecary
Los Angeles
06.2017 - 12.2018
- Planned and executed strategic events and product launches, enhancing retail growth and consumer engagement
- Directed national promotions, sponsorship activations, grassroots marketing campaigns, increasing U.S. brand presence
- Monitored KPIs, delivering performance insights and growth strategies to senior leadership for informed decision-making
Regional Sales & Education Manager
Tata Harper Skincare
Los Angeles
04.2016 - 06.2017
- Partnered with Sephora, Nordstrom, Neiman Marcus, and key boutique retail accounts to execute events, driving sales initiatives and expanding market presence
- Led retail activations and education programs, launching products across West Coast and Midwest markets to enhance brand visibility
- Delivered skincare ingredient and brand education to audiences of 50–200+, enhancing product knowledge and improving sell-through rates
Lead Esthetician | Marketing & PR Manager
Marie Veronique
Berkeley
06.2013 - 05.2016
- Managed national trade shows, PR campaigns, grassroots marketing initiatives to enhance brand visibility and drive growth
- Directed creative production of marketing assets including photography, packaging, promotional materials, campaign visuals to ensure cohesive brand representation
- Built influencer, media, industry partnerships to amplify campaign reach and foster customer engagement
National Sales & Education Manager
Aveda Corp.
Los Angeles
06.2008 - 05.2013
- Led national education initiatives and product launch training, delivering large-scale presentations that enhanced retailer engagement and contributed to sales growth
- Served as on-camera brand expert and education lead for professional artistry and product education programs, strengthening brand visibility and educational outreach
- Developed training programs for staff across multiple locations.
- Facilitated workshops on product knowledge and customer engagement strategies.
- Collaborated with marketing to create educational materials for new products.
Education
B.A. - Communications / Media Studies - Journalism
Augsburg University
Minneapolis, MNLicensed Esthetician -
Aveda Institute
Skills
- NetSuite
- Zendesk
- Asana
- Wrike
- Google Workspace
- Microsoft Office
- Google Analytics
- Keynote
- PowerPoint
- Retail Reporting
- KPI Tracking
- Event Planning
- Training Development
Core Expertise
- Field Sales Leadership
- Retail Education & Training
- Sephora & Ulta Partnerships
- Event Execution & Activations
- Prestige Beauty & Skincare
- Product Launch Strategy
- Sales Performance & Sell-Through
- Artistry & Client Experience
- Influencer & PR Partnerships
- Product Development
- Merchandising Execution
- Cross-Functional Collaboration
- Brand Storytelling
- KPI Tracking & Reporting
Timeline
Sales, Education, Artistry & Events Specialist
ILIA Beauty
12.2025 - Current
Market Sales Lead
NUDESTIX Cosmetics
04.2024 - 12.2025
Education Manager (Contract)
E.L.F. Beauty
06.2022 - 07.2022
Influencer Relations Manager – Freelance
JBD Digital
10.2021 - 06.2024
Virtual Training & Sales Coordinator
Amyris Inc. / Biossance
11.2020 - 10.2021
Director of Product Development – Co-Founder
BLNCD Naturals
12.2018 - 09.2021
U.S. Brand Manager
Province Apothecary
06.2017 - 12.2018
Regional Sales & Education Manager
Tata Harper Skincare
04.2016 - 06.2017
Lead Esthetician | Marketing & PR Manager
Marie Veronique
06.2013 - 05.2016
National Sales & Education Manager
Aveda Corp.
06.2008 - 05.2013
B.A. - Communications / Media Studies - Journalism
Augsburg University
Licensed Esthetician -
Aveda Institute