Rachel Weiss began at L'Oréal in 2007 working on the digital strategy for PureOlogy and Redken USA ('professional' brands that sell through the hairdresser channel and is, thus B2B2C). At the beginning of this year, Rachel was promoted to run the Digital Strategy and Interactive Marketing for L'Oreal USA's entire Professional Products Division. In this interview, we discuss the activities of Redken to see how they have actively sought to bring the offline community online and how their online strategy has contributed to propel Redken to be the number 1 in the US. Rachel is a real dynamo. Her insights and energy should inspire you!
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Leadership, Brand Strategy & Transformation - Minter Dialogue