Serena Mezzadra

• Managed wholesale marketing budgets to align with the company's growth objectives.
• Developed and executed global sales and marketing strategies, driving revenue and brand visibility.
• Led brand and NPD sell-in, pitching, and cross-selling to optimise market penetration across AU, UK, and EU.
• Led successful retail partnerships, onboarding, and launch execution into Chemist Warehouse (400+ stores), Ultra Beauty, Healf, Dior Spa, and Harvey Nichols.
• Analysed wholesale sales performance, providing strategic insights to maximise partner success.
• Managed B2B marketing asset suite, including retailer PDP setup, brand decks, catalogs, and sales documents.
• Collaborated with internal teams to align with seasonal promotions and ensure consistent campaign branding across all channels.
• Directed visual merchandising, overseeing pop-ups, sampling stations, and POS displays.
• Integrated sales training strategies at the store level with the Training and Education team.
• Strengthened key stakeholder relationships, focused on understanding their needs, & customer to deliver stronger ROI on marketing initiatives
• Negotiated contracts, agreements, and sales benchmarks with retailers and distributors.
• Conducted ongoing market & competitor analysis assisting GTM strategy, and providing new market recommendations
• Managed and executed new product launches, talent partnerships, brand activations & trade shows.
• Oversaw events and supplier management, handling budgets, creative direction, and logistics.
• Managed PR and external agencies, executing trade PR strategies to enhance brand positioning.
• Stakeholder management reporting into Executive team (CEO, CMO, COO), and company Founder.

Special Projects, Opportunities & Achievements:

• Supported a 290% growth in the wholesale channel over three years
• Led the brand to #1 fasted growing VMS brand within 12 months in Australia's largest Pharmacy chain - Chemist Warehouse
• Provided personal and professional support to Elle Macpherson, assisting in key business ventures.
• Managed and oversaw Elle Macpherson’s Australian tour (January 2024), coordinating logistics, PR, and retail partner collaborations.
• Supported the publishing and launch of Elle Macpherson’s book "Elle," driving marketing and PR success.
• Selected as brand representative for Cosmoprof Bologna 2025, a remowned global beauty industry event.

• Assisted in the NPD process, including competitor analysis, product research, and concept development.
• Coordinated brand campaign ideation and execution, ensuring alignment across all marketing channels.
• Supported label and packaging review, aligning with regulatory and brand guidelines.
• Experience with digital marketing platforms that assist with the rollout of EDM, SMS, PMAX, and Meta campaigns.