Karen Housman

General Manager / SVP, Travel Retail Asia Pacific @ The Estée Lauder Companies Inc.

About

I am a Global Brand Executive with general management experience in the Fragrance and Beauty industry (ex Unilever, L’Oreal, Chanel, Estée Lauder Companies), in market experience based in the USA and APAC (7 years in Singapore). My expertise is in brand marketing, commercial management, go-to-market strategy, retail execution and consumer experience in North America, Asia-Pacific, Europe and Travel Retail Worldwide. I am a creative brand builder with proven success in developing innovative brand strategies and omnichannel consumer experiences resulting in increased market share and enhanced brand image. As a collaborative leader, I am experienced in managing diverse, high-performing and multi-cultural teams.

Country

United States

City

New York

Industry

Cosmetics

Skill

Global Brand Leadership, P&L Management, Commercial Management, Global Cross-Functional Team Leadership, Go-to-Market Strategy, Retail Consumer Experience, High Performance Teams, Operational Excellence, Business Transformation, Global Marketing, Luxury Goods, Fragrance, Brand Management, Customer Experience, Marketing Communications, Brand Development, Marketing Strategy, Merchandising, Retail, Consumer Products

Experience

General Manager / SVP, Travel Retail Asia Pacific

The Estée Lauder Companies Inc.

2022 - 2025 · 3 yrs

Singapore, Singapore

Leader of the Asia-Pacific Travel Retail regional business across all brands in the ELC portfolio. Regional P&L responsibility. Drove multi-brand portfolio strategy to build brand awareness, deliver high touch consumer experiences, ensure best in class execution in all channels (O2O) to deliver sales and business goals across the APAC region. Developed commercial strategy with TR retailer joint business plans, market / channel diversification and distribution expansion. Led APAC management team (brand, commercial, function heads) and regional corporate / market teams of 350+ employees.

General Manager / SVP La Mer, Le Labo, Aveda Travel Retail Worldwide

The Estée Lauder Companies Inc.

2017 - 2022 · 5 yrs

New York, New York, United States

Leader of the global Travel Retail business of luxury brands La Mer, Le Labo, Aveda. Brand P&L responsibility. Developed global TR strategy to build brand awareness, enhance luxury positioning and fuel desire for brands among traveling consumers worldwide. Managed commercial development and market/distribution expansion, driving growth in a complex, multi-channel TR market. Built O2O business models, partnering with key retailers to capture market share and achieve sales goals. Led NY-based marketing team and 3 globally dispersed teams in APAC, Europe/Middle East/ Africa, North America regions.

Vice President Marketing

AMOREPACIFIC

2015 - 2016 · 1 yr

New York, New York, United States

Developed the North America brand marketing, communications and commercial strategy. Introduced new Korean brands and innovation to market, built the retail distribution roadmap by brand and consumer profile. Brand P&L responsibility.

Vice President, Marketing Point of Sale

CHANEL

2011 - 2015 · 4 yrs

New York, New York, United States

Built and led a new department dedicated to elevating Brand image, driving Sales and improving Client experience at point of sale.

Vice President Marketing, Skincare

CHANEL

2009 - 2011 · 2 yrs

New York, New York, United States

Developed Brand strategy and Skincare Marketing / Communication programs for the USA market.

Regional General Manager, Fragrance & Beauty Division

CHANEL

2005 - 2009 · 4 yrs

Singapore, Singapore

Responsible for Asia-Pacific Regional strategy and execution of all Product Marketing, CRM, Communications, Visual Merchandising and Counter Design in 8 Local Markets and Duty Free. The marketing representative for the Asia-Pacific Region within the global matrix. Developed strategic initiatives to guarantee the Brand's luxury positioning and competitiveness in the region.