Diana Dennett
Los Angeles
Summary
Operator. Builder. Industry insider. With a foundation in prestige beauty, medspa, skincare, and devices—and the rare perspective of a licensed esthetician—I bring a unique blend of frontline insight and executive leadership to scale brands that demand both heart and precision. I lead with data, drive accountability through clear KPIs, and architect systems that fuel growth. From revenue strategy to process redesign, I connect the dots between customer experience and operational execution to deliver results that stick.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Chief Operating Officer
Salon Lofts
09.2024 - Current
- Executive team leader responsible for driving occupancy, retention, and revenue across 200+ locations with a focus on operational turnaround and team scalability.
- Developed and implemented regional performance frameworks tied to KPIs, resulting in visibility for underperforming markets and improved execution accountability.
- Created cross-functional processes to align sales, field operations, and facilities, increasing speed of execution and enhancing customer satisfaction.
- Partnered with Marketing, IT, and Finance to centralize lead generation and track performance across paid and organic channels, improving lead-to-conversion efficiency.
- Launched a national training and development program to support field leaders, improving performance consistency across regions.
Head of Sales
Dermalogica (Unilever Prestige)
05.2021 - 09.2024
- Oversaw a $250M+ revenue portfolio across B2B, distributor, and national retail accounts; led restructuring of the sales organization to increase agility and growth.
- Implemented operational changes in sales planning and inventory forecasting that resulted in a 17% YoY revenue increase in 2023 with minimal discounting.
- Developed AI-powered sales territory plans and forecasting tools to optimize team performance and reduce costs.
- Led cross-functional S&OP alignment with Marketing, Education, and Trade partners to optimize launch calendars, merchandising, and retail readiness.
- Delivered global visibility through regular reporting of sales KPIs and performance trends, positioning North America as a top-performing region.
Chief Operating Officer
Juice Beauty
01.2019 - 04.2021
- Led strategic sales and operational planning for a $50M+ clean beauty brand across retail and ecommerce channels.
- Built and executed an omnichannel go-to-market plan with key partners including Sephora CA, Ulta, Target, Neiman Marcus, and Whole Foods.
- Created and implemented S&OP frameworks integrating merchandising, demand forecasting, and inventory planning across channels.
- Optimized SKU assortment, reducing complexity while improving turn rates and gross margin.
- Managed national field teams and collaborated with Finance and Marketing to ensure proper resource allocation and profitability modeling.
National Sales Director
Exuviance Skincare (NeoStrata / Johnson & Johnson)
01.2015 - 01.2019
- Directed national account strategy for Ulta and professional B2B channels, growing market share and achieving 15% YoY revenue increases.
- Oversaw national team execution of brand relaunch, successfully repositioning the line while minimizing returns and discounting.
- Partnered with internal teams to align SKU planning and replenishment strategy with market demand and retail velocity.
National Sales Director
The Art of Shaving (Procter & Gamble)
01.2012 - 01.2015
- Led regional sales teams and increased revenue by 5% YoY through strategic retail partnerships and promotional planning.
- Enhanced customer experience through innovation in in-store education, loyalty programs, and retail execution.
Director of Sales, U.S. Retail and Franchise
Drybar
01.2009 - 01.2012
- Developed national sales and marketing strategies for Sephora and Nordstrom partnerships.
- Utilized grassroots marketing and experiential tactics to establish Drybar as a household brand in new markets.
President, Proprietor
Thermae Day Spa & Salon
01.2003 - 01.2009
- Founded and scaled a multi-location spa business from 1 to 4 locations, achieving 100% revenue growth by Year 3.
- Built all operations infrastructure including hiring, budgeting, customer experience, and marketing.
- Recognized by Spa Finder and local media as a top spa destination for innovation and service.
Education
Bachelor of Science -
The Art Institute of Pittsburgh
Skills
- Operational Strategy & Execution
- Cross-Functional Team Leadership
- P&L & Budget Ownership
- Forecasting & Resource Planning
- KPI Development & Dashboarding
- Customer Experience Optimization
- Process Improvement & SOP Development
- Organizational Change Management
- Risk Mitigation & Compliance
- Technology Integration & Automation
- Go-to-Market & Market Expansion
- S&OP & Inventory Optimization
Certification
- Licensed Esthetician
- Licensed Cosmetologist
Awards
Leading the Tribe Award, Dermalogica (Global Leadership Recognition), 2022, Director of the Year, Exuviance, 2018, Top 10 U.S. Day Spa, Spa Finder – Thermae Day Spa, 2007, Top Bay Area Day Spa, The Wave Magazine – Thermae Day Spa, 2006
Timeline
Chief Operating Officer
Salon Lofts
09.2024 - Current
Head of Sales
Dermalogica (Unilever Prestige)
05.2021 - 09.2024
Chief Operating Officer
Juice Beauty
01.2019 - 04.2021
National Sales Director
Exuviance Skincare (NeoStrata / Johnson & Johnson)
01.2015 - 01.2019
National Sales Director
The Art of Shaving (Procter & Gamble)
01.2012 - 01.2015
Director of Sales, U.S. Retail and Franchise
Drybar
01.2009 - 01.2012
President, Proprietor
Thermae Day Spa & Salon
01.2003 - 01.2009
Bachelor of Science -
The Art Institute of Pittsburgh
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