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Beth Dobbins

@bethdobbins

Senior marketing director at Universal Beauty Products who built a $65M+ haircare and men’s grooming innovation pipeline.

United States

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At Universal Beauty Products, I developed a $65M+ cross-category innovation pipeline spanning haircare and men’s grooming, while setting brand frameworks and marketing priorities across seven brands.

At Kar-Eve Beauty Group, I led integrated marketing and digital transformation for a portfolio including AcneFree, Ambi Skincare, Dermablend Professional, and Baxter of California. My work narrowed the portfolio’s year-over-year revenue decline by 27%, delivered 18% online revenue growth, and helped increase Dermablend Professional revenue by 15% with its first skincare collection.

Earlier, I led product innovation and marketing across beauty and haircare brands, including at Mielle Organics, Tricoci Salon & Spa, Namaste Laboratories, and L'Oreal. I’ve brought products from insight and positioning through commercialization, with launches and brand work that grew sales, modernized portfolios, and expanded product categories.

Experience

Work history, roles, and key accomplishments

Senior Director of Marketing

Universal Beauty Products

Mar 2026 - Jul 2026 (4 months)

Key growth partner to leadership, sales, and R&D to reposition brand performance frameworks across FDM. Constructed strategic brand frameworks and a $65M+ cross-category innovation pipeline spanning haircare and men's grooming categories.

Brand Strategy Portfolio Management Innovation Pipeline Marketing Budget Management Digital Strategy Social Media Strategy DTC KPI Tracking

Director of Marketing & Digital Strategy

Kar-Eve Beauty Group

Jul 2022 - Mar 2026 (3 years 8 months)

Led integrated marketing, portfolio turnaround, and digital transformation for a $34M+ portfolio encompassing AcneFree, Ambi Skincare, Dermablend Professional, and Baxter of California. Reduced portfolio's year-over-year revenue decline by 27% through go-to-market strategies and brand renovations.

Integrated Marketing Portfolio Recovery Digital Transformation Go To Market Strategy Brand Renovation Trade Marketing Paid Media DTC TikTok Meta Influencer Partnerships Team Leadership

Strategic Marketing Consultant

Mielle Organics

Sep 2021 - Jun 2022 (9 months)

Directed the product innovation pipeline for a high-growth, $200M+ founder-led haircare brand; launched five new products and co-managed the end-to-end development of nine upcoming product lines. Spearheaded the product development and commercial launch of the Mango & Tulsi collection, surpassing forecasted sales by 12% in the first year.

Product Innovation Go To Market Strategy Product Development Commercial Launch Cross Channel Revenue Ulta Beauty FDM Ecommerce Innovation Pipeline Time to Market Optimization

Strategic Marketing Consultant

Kar-Eve Beauty Group

Apr 2021 - Dec 2021 (8 months)

Delivered a two-year portfolio modernization pipeline for legacy Ambi products and independently engineered a commercialization blueprint for a new six-SKU brand covering positioning, pricing, custom packaging, and go-to-market strategy.

Portfolio Modernisation Commercialization Product Positioning Pricing Strategy Packaging Go To Market Strategy

Vice President, Brand Products

Tricoci Salon & Spa

Jul 2020 - Apr 2021 (9 months)

Led the commercial rollout of the rebranded Tricoci haircare portfolio, optimizing in-salon merchandising and brand positioning across 13 high-volume salons. Generated 53% weekly sales growth for nine consecutive months post-launch through strategic promotional planning and stylist incentive programs.

Brand Rollout Merchandising Brand Positioning Promotional Planning Stylist Incentives DTC Strategy Loyalty Programs Sales Growth Innovation Pipeline Contract Manufacturing

Senior Brand Manager

Namaste Laboratories

Apr 2019 - Jul 2020 (1 year 3 months)

Oversaw the $30M+ ORS Olive Oil haircare portfolio and exceeded top three SKUs' revenue target by $1M+. Delivered 12% growth through new product launches, expanding the brand into relevant styling segments.

Brand Management Portfolio Management Revenue Growth New Product Launches Styling

Brand Manager

Universal Beauty Products

Sep 2018 - Apr 2019 (7 months)

Revamped the Jamaican Mango & Lime packaging to modernize brand perception and improve shelf impact. Drove expansion into beardcare with Jamaican Mango & Lime Men's Beard Care launch in seven months.

Packaging Redesign Brand Perception Shelf Impact Product Launch Beard Care

Director of Marketing - Category Head

Namaste Laboratories

Dec 2013 - Sep 2017 (3 years 9 months)

Led the brand transformation, innovation, and integrated marketing for the $37M+ ORS Olive Oil haircare portfolio, widely distributed across Walmart, Target, Walgreens, CVS, Kroger, and other FDM accounts. Propelled company growth with the Monoi Oil haircare launch, exceeding forecasted sales by 54%.

Brand Evolution Innovation Integrated Marketing Portfolio Management Distribution National Media Campaign Digital Campaigns TV Print In Store Marketing Sales Growth

Director of Global Marketing Innovation

L'Oreal

Championed global brand strategy and commercialization of 35+ product innovations for the Redken and Soft-Sheen Carson portfolios, representing $80M+ in business responsibilities. Transformed the #1 global textured haircare portfolio, engineering packaging, formula, and messaging upgrades that outpaced a declining category by 4%.