BBR12 TL Q&A: Jenna Habayeb of Splendid & Ella Moss on “How to Deliver an Omni-Channel Experience”

Jenna Habayeb has been in marketing for over ten years and has spent a majority of her career on the agency side leading key marketing initiatives for brands like bareMinerals, bebe, TABASCO, Burger King, Tween Brands, BP and more. She specializes in the strategic development and implementation of fully integrated campaigns and truly believes in an omni-channel experience.

Her philosophy is centered around storytelling and 360 thinking. This approach has helped numerous brands create authentic experiences, engage with their consumers in a genuine way and maximize brand exposure and awareness. One of her most recent successes was launching two major product innovations for bareMinerals (bareSkin and Complexion Rescue), which resulted two impressive success stories.

Currently Jenna has taken the VP of Marketing role at Splendid and Ella Moss, two contemporary apparel brands owned by VF Corporation. Her mission is to help them reshape their brand identity and support overall growth for both brands. With a sharp marketing mind and a passion for fashion and beauty, Jenna feels that she has been blessed to be able to have a career that encompasses both.

Splendid and Ella Moss are carried in standalone retail locations as well as major department stores

Please share 3 key points from your BBR12 roundtable presentation “How to Develop Fully Integrated Campaigns and Deliver an Omni-Channel Experience.”

• Before developing any marketing campaign strategy make sure you’ve developed a distinct brand identity that everyone in the organization is aligned with. You need a consistent filter for all of your work and a vision that everyone rallies behind.

• Figure out all the key parties that will contribute to or be involved in any campaign and create a process for consistent communication and collaboration (product development, design, PR, marketing, ecommerce, retail/wholesale, and executives). In order to effectively launch a campaign through multiple touch points, you’ll need the support of key players to make sure you can deliver a consistent experience for your consumers.

• Develop clear KPIs and objectives and have them posted in a place that everyone can see and be reminded of. This will help you stay on track and not veer off course. When thinking through objectives, really map them back to your paid, owned and earned media so each department knows how to help achieve the overall goals.

Please tell us about your career path. How did you get started?

I always knew I wanted to be in marketing, so I started on the ad agency side. I had the opportunity to work on a variety of different brands from consumer packaged goods, to fashion, to beauty and it really helped me get a better perspective on what a brand really is and how to create authentic experiences consumers wanted to be apart of.

Jenna first began her marketing career at BareMinerals, where she met her mentor, Sandy Saputo (CMO of Bare Minerals)

Why did you choose this career? Why the beauty industry?

I worked on a beauty brand (bareMinerals) for over a year and now I am in fashion, but still partner with a variety of beauty brands. But what makes these two industries so great is that I have a chance to make women feel beautiful and comfortable in their own skin. The brands I’ve worked on has a directly impacted the lives of women, and I feel lucky to be apart of it!

Who are your biggest career influences?

My mom has always been a huge influence because she was one of the first women chemical engineers of her time. She always worked hard and believed in herself no matter how tough. Also throughout my career I’ve been so fortunate to have worked with so many amazing women that I’m constantly inspired. One of my most recent influences (and mentor) is Sandy Saputo the CMO of bareMinerals. She is so smart, intuitive and genuinely loves and cares about the people she works with and the consumers she is able to affect with bareMinerals. She’s seriously one of the most incredible people I’ve had the privilege of knowing.

Who is today’s beauty consumer? How are they changing?

I think it’s less about who and more about why. Why are they choosing certain beauty brands and what are they looking to gain in their life? So many brands are focused on their own brand story that they forget about what the consumer is looking for. So I encourage all brands to take a step back and understand why the brand exists and what it is that consumers are really looking to get out of the brand experience. Why should they choose you? Why should they care?

 What do beauty professionals need to do to continue to connect with today’s beauty consumer?

Be authentic. Love and recognize your true fans. Go above and beyond to create the most amazing experience you can. Otherwise why do it at all?

What do you see as the latest trends in your industry?

I’ve recently moved over to fashion, but one of the biggest trends that is applicable to both fashion and beauty is creating a lifestyle (beyond just your core products). Paint the picture that your consumers want to be in. Trends will change, but the lifestyle your consumer dreams of won’t.

Jenna speaking to fellow BBR12 Thought Leader, Denise Herich (Co-Founder & Managing Director of The Benchmarking Company)

What attributes make a great leader? Tell us about your leadership style.

Focus, passion and the will to never give up. If you love what you do you will naturally inspire. I’ve made a lot of the right moves in my career to land in a place that I truly love and it doesn’t feel like work (at least most days). I try and lead with that same passion. I also really try and take the time to teach so that my team is always learning and can feel a sense of pride and ownership.  

What kinds of qualities do you look for when hiring a candidate to join your team?

Hunger. I want someone who is hungry and won’t stop searching for answers and knowledge. In this day and age intelligence and talent are just “the cost of doing business.” I’m always looking for that extra fire and passion. I want someone who is as excited as I am and can see past the present and into the realm of possibility.

What is the best strategy for someone interested in your company to employ to get a foot in the door? What makes a candidate stand out?

I personally like a very creative resume and someone who’s willing to do a little research on me and the brands I work on. Someone who goes above and beyond to show true interest really shines through. I always recommend even just trying to go for a cup of coffee first to be able to meet one on one without the tension of a formal job interview.

 Any other advice/words of wisdom?

 Love what you do. And if you don’t love what you do, do something else! You’ll be much happier. Also don’t chase money, just follow your gut.

BBR12 TL Q&A: Denise Herich, Co-Founder & Managing Director of The Benchmarking Company

BBR12 TL Q&A: Robin Coe-Hutshing, Creative Brand Strategist for STUDIO

BBR12 TL Q&A: Nikola Cline, VP of Marketing for Spilo Worldwide

BBR12 TL Q&A: Trina Albus, Founder & President of Magenta Agency

BBR12 Event Photos

About Beauty Biz Roundtable
Hosted by Mazur Group, the Beauty Biz Roundtable (BBR) Series brings together 125 Mid to Senior Level Beauty Executives in a roundtable format that fosters networking and idea sharing. This is NOT a lecture or panel discussion. The BBR series is your opportunity to sit down in small group settings with industry peers and executives.