EXPERIANCE OVERVIEW

INTERNATIONAL EDUCATION MANAGER // K18 - (UNILEVER) // 2024-current

Designed and deployed education strategies that elevated K18’s presence across 15+ international markets, aligning brand storytelling with market needs to drive product adoption and community growth. Collaborated cross-functionally to build scalable Train-the-Trainer programs, digital learning tools, and standout events like K18 Hair Fest Chile. Played a key role in launching K18 Astrolift and K18 AirWash by creating tailored content, toolkits, and service education that resonated across salon and retail audiences. Known for balancing creativity with consistency, ensuring each initiative stayed true to the brand while adapting to local culture and channels.

Global Education Strategy & Deployment

Developing innovative go-to-market (GTM) education strategies to elevate K18’s presence and impact across international markets—spanning both retail and professional verticals with realistic timelines.

Collaborated cross-functionally with marketing, sales, and research & development teams to ensure education was aligned with brand positioning and commercial objectives.

• Rolled out K18 education frameworks in over 15 KEY and emerging international markets, ensuring consistency while allowing for cultural and regional adaptation.

• Designed launch playbooks and educational journeys tailored to retail and salon professionals, resulting in increased engagement and product adoption across priority markets.

• Built and launched a ‘K18PROfessor’ program in line with brand and distributor goals. Using a key region to develop best practices in qualifying key opinion leaders / hairdressers / influencers, onboarding, education journey and social media strategies, to deliver brand-led experiences and elevate local market credibility.

• Partnered with regional brand, education and marketing managers to embed education into GTM timelines, driving strategic alignment across brand, sales, and distribution.

Train-the-Trainer Programs and Education delivery.

Co-designed and facilitated global TTT programs to ensure educators, sales teams, and ambassadors delivered brand messaging with clarity and consistency.

• Collaborated on the design of a TTT model anchored in Biomimetic Hair Science, brand storytelling and product knowledge. With a focus on soft skills, sales through education strategy and community building.

• Led train the trainer sessions across Europe, LATAM, and the Middle East, both virtually and in-person— to over 100+ professionals who then scaled education program’s within each region.

• Created a comprehensive digital toolkit for regional TTT facilitation alongside global design team.

Educational Content Development

Developed engaging, scalable educational content tailored to both hairdressing professionals and retail consumers, delivering a consistent brand message across in-person training, digital platforms, and social media. Ensured consistent brand storytelling while supporting product knowledge, service integration, and retail performance at every stylist and consumer touchpoint.

• Created a suite of digital assets—including training decks, technical manuals, playbooks, and facilitation guides—designed for in-person delivery and optimized for online adaptation.

•  Built targeted Product Knowledge presentations for Pro Services and technical wet-line products, ensuring clarity, consistency, and global relevance.

• • Designed educational content tailored to diverse learning styles (visual, auditory, kinesthetic, and reading/writing), ensuring deeper product understanding and increased engagement.

  • Developed a multi-format education strategy—incorporating videos, live demos, interactive workshops, and written guides—to maximize retention and confidence among learners, resulting in improved service adoption and retail performance.

• Developed sales capability decks for global sales teams, addressing region-specific challenges such as diversion, grey market activity, competitor positioning, and success story sharing.

• Curated a digital Sales Toolkit to support effective sell-through, tailored to distributor and field sales use.

• Led alignment of the brand’s Pro Service Guide, collaborating with R&D, Creative, and Marketing to standardize application methods and elevate service consistency across territories.

• Translated complex scientific innovation into relatable, benefit-driven storytelling, while maintaining technical accuracy, brand claims, and usage guidance.

• Developed asynchronous digital learning modules using Articulate 360 LMS to scale training globally and improve accessibility.???

•  Designed user journeys and storyboards for video content using UX tool Figma, ensuring a cohesive and intuitive guidance for collaborators.

• Adopted and implemented brand tone of voice across all copy, resulting in a streamlined workflow for Creative/Marketing teams and faster turnaround on content approvals.

Event & Stage Show Production

Conceptualized, directed, and produced high-impact artist shows and events that amplified K18’s creative identity and product innovation.

• Co-produced K18 Hair Fest Chile, one of the brand’s most high-profile LATAM events, attended by 800+ industry professionals.

• Directed the showpiece segment featuring Jack Martin, creating a bold and memorable live transformation moment that reinforced K18’s key brand messages.

• Conceptualized and facilitated the mentorship of two key region K18 Professors with Global Brand ambassador Jack Martin. Adding value as educational leads and providing them with a platform to showcase their talents.

• Oversaw artistic direction, creative film production, AV, and backstage coordination—ensuring seamless delivery and brand cohesion of a showcase piece for the event with Jack Martin.

• K18 Astrolift event launch concept. Story board, Pitch deck and Artist collaboration.

• Received top-tier feedback from distributor and audience, leading to increased market investment and brand loyalty in the region.

Distribution & NPD Launch Initiatives

Led education and brand activation strategies for new distribution partnerships and product launches across emerging markets.

• Worked directly with regional teams to co-create tailored launch plans including education events, artist collaboration, sales training and train the trainer initiatives.

• Played a key role in the launch of K18 Astrolift and AirWash launches building educational messaging and usage protocols for salons and retail.

• Built localized launch strategies resulting in faster market adoption and stronger partner relationships.

• Developed influencer and KOL seeding programs to drive early adoption and buzz, ensuring standout digital visibility across key markets.

Competitive Positioning & Brand Advocacy

Built educational tools and programs that empowered K18’s partners and professionals to articulate what sets the brand apart.

• Designed and led competitive deep-dives contrasting K18’s biomimetic approach to traditional bond-building brands, fostering product confidence and commercial clarity.

• Delivered capability training for sales teams, empowering them to speak fluently about K18’s science, results, and brand ethos.

• Advocated for education-first strategy in every channel—helping solidify K18’s reputation as a disruptive, science-forward leader in the industry.

Key Market Support

Worked closely with regional teams to support distributor launches, drive in-market growth, and adapt global education to local realities.

• Provided hands-on and remote support for key markets including Romania, UAE, Chile, Slovenia, and the UK.

• Acted as a bridge between HQ and regional teams, ensuring smooth communication, goal alignment, and brand consistency.

• Delivered in-salon training, hosted VIP artist sessions, and supported local educators to scale efforts and build community.