LAURA LEE 
 T  [Send email to request phone number] 33.0793 M 917.328.5130 410 W 24 St. #2C New York, NY 10011

Professional Experience 
Beauty industry executive with a focused career in emerging and independent
brands. Niche marketing, product development, sales planning, management, public
relations and advertising experience. Work experience spans fourteen years with
growing prestige and independent beauty brands. A spirited and self motivated
team builder and player and manager who works well independently. Effective
communications, organizational skills and easily develops and maintains
professional relationships. Enjoys working with entrepreneurial, innovative and
creative companies.

Employment History SALES MANAGER DEX New York 224 W 30 Street NY, NY 10001 Oct
2008 – Feb 2009 DEX New York is a fashion and beauty image lab with studio
services in commercial photography, event production, hair services, makeup
services and brand cosmetics, DEX New York Modern Minerals. Reported to the CEO,
Dexter Philip. 
 
Sales, marketing & promotional calendar plan Developed a detailed sales and
marketing plan, promotion and events calendars for retail, e-commerce. Sales and
inventory analysis, target customers per department, company and cosmetics line
branding. Provided tactical plan for new sales strategy per studio department.
Implemented a professional makeup artist industry discount sales program.
 
Business & brand strategy Created branding identity statements, visual identity
and cosmetics philosophy. Assisted in new business and ongoing partnerships
development of the Center for Image Excellence, Gen Art, FIT Fashion Institute of
Technology, Miss Vera’s Finishing School, Vantan Beauty Academy in Japan.

Website development Improved dexnewyorkstudios.com and dexnewyork.com e-commerce
with rebranded page content layouts and new copywriting. Initiated new
promotional sales campaigns. Improved site navigation. 
 
Makeup workshop sales programs Improved current class curriculum sales pitch and
program sales presentation for increased student enrollment. Explored beauty
school affiliations and new guest artist program, updated program pricing
structure and implemented a new student payment plan. 
 
Sponsored events Planned coordination, onsite and offsite event management.
Managed seven fashion shows for Spring 2009 Fashion week with DEX hair & makeup
team, PR strategy, invitations, guest lists, staff coordination. 
 
General sales management Created monthly detailed sales and inventory reports.
Set and monitored sales goals for eight staff and five departments. Motivated
staff, developed team sales, trained sales techniques for all staff. Coached,
mentored, assigned project managed intern staff. Maintained up-to-date product
information on all hair and makeup products and services. 

Wholesale distribution Created a three year wholesale sales plan with targeted
local, national and international retail accounts. Initiated wholesale
distribution launch with a four door multi-store retailer. Set retail and
wholesale product pricing structure. Created the order process and procedures,
terms and conditions, forms and documents. Completed the UPC assignment for all
SKUs. Developed detailed fact sheets for 110 SKUs. Designed and obtained bids and
pricing and payment terms on an alternate retail display modular unit plan. Set
up organizational internal warehouse system.

Product development Formed product development record system. Set up the cost of
goods record keeping and re-order forecasting. Finalized packaging requirements
and layouts. Improved production timeline, schedule, manufacturer relationships
and documentation. Source and price new packaging, new vendors, order solutions
and samples. Advised on key selling foundation shades, new lipstick and brush
collection range for a niche brand positioning. 
 
Public relations PR agency day to day liaison. Implement key sales objectives
and PR strategy of cult product building, industry studio services outreach,
celebrity client association, editorial placement, special events. Attend all PR
agency meetings to maximize internal businesses of photography, beauty services,
retail cosmetic, event planning and workshops.
SALES & MARKETING FREELANCE CONSULTANT Mar 2008 - Sept 2008
Wholesale Manager & PR contact prestige cosmetics client Aira Cosmetics 701
Brickell Ave Miami, FL 33131 Launched wholesale distribution with five retail
accounts of one international and four national including Fred Segal. 
 
Wholesale Representative luxury home fragrance client Maxim’s de Paris, PRF
Concepts 160 E 38 St NY, NY 10016 Maintained wholesale accounts including
Bergdorf Goodman, opened new accounts, buyer meetings, trade show sales.

Marketing Manager holistic health center client Jena Wellness 1133 Broadway New
York, NY 10010 Created sales and marketing plans and monthly reports, new
business opportunities, special events, marketing research, website expansion,
advertising copywriting, weekly online promotions, attended all board meetings,
new staff trainings. 

VP of PRODUCT DEVELOPMENT Scott Barnes Cosmetics 400 W 14 St New York, NY 10019
Aug 2003 – Feb 2008 
BRAND DIRECTOR Scott Barnes Cosmetics 150 E 57 Street NY, NY Jul 2002 - Aug 2003
Scott Barnes is a celebrity makeup artist inspired color cosmetics brand.
Reported to the President, Michelle Williams.

Product development Responsible for planning and production. Created timelines,
budgets, schedules, sourcing, new product concepts, formulations, line
extensions. Directed submission evaluations, testing, data requirements, batch
approvals, QC, formulation and packaging improvements, shipping, delivery,
finished goods preparation. 
 
Creative marketing Writer of product briefs, press releases, retail copy,
retails sales training manuals. Directed all brand photography, retail unit
design creations and design modifications. Made final promotional material and
advertising content approvals. Presented all new product introductions to buyers
and marketing materials for all sales accounts.

Sales Developed all aspects of the 2003 QVC brand launch direct television sales
with proven sales of $1 million in 45 minutes. Performed QVC US and UK buyer
sales presentations, Purchase orders and Quality Assurance approvals, TV
scripting, production meetings, host preparation, model selection, on set live TV
behind the scenes production. Achieved a major 2007 cross promotion with Allergan
Corp. for the launch of Juvéderm. 

E-commerce Managed the scottbarnes.com website staff management and daily
website operations. Directed website creative, retail content, sales promotions
and logistical updates. Managed all retail partner e-commerce activities for
saksfifthavenue.com; nordstrom.com, bergdorfgoodman.com; bloomingdales.com;
victoriassecret.com; qvc.com and select specialty retailers.

Customer Service Managed e-commerce customer service with strong sales
improvement. International customer service representative for wholesale sales,
marketing, product knowledge inquiries.

MEDIA & ADVERTISING DIRECTOR ARTec 99 Seaview Blvd. Port Washington, NY 11050
Sept 2001-Jun 2002 ARTec is a professional hair care company distributed
worldwide with five brands. Reported to the CEO, Leland Hirsch. ARTec Hair Care
Systems was acquired by L’Oreal Professionel in 2002

NORTH AMERICAN PR DIRECTOR Shu Uemura Cosmetics 121 Greene St NY, NY 10012 Aug
1997 - Jun 2002 Shu Uemura Cosmetics was acquired by L’Oreal USA in 2001 
 
NATIONAL RETAIL MANAGER Shu Uemura Cosmetics 121 Greene St NY, NY 10012 Oct 1997
– Dec 2000 
 
RETAIL BUSINESS MANAGER Benefit Cosmetics Henri Bendel New York, NY Aug 1995 –
Aug 1997 

RETAIL BUSINESS MANAGER Osmotics Cosmeceuticals Saks Fifth Avenue NY, NY April
Apr 1995 – Aug 1995

SALES ACCOUNT EXECUTIVE Goodebodies New York NY & Northeast territory Nov 1994 -
Feb 1995

Computer Skills Word Perfect, Excel, PowerPoint, Photoshop and Adobe Illustrator
basics 
Education Bachelor of Fine Arts Degree 1977 – 1980 Syracuse University
Syracuse, NY

References welcome upon request