Laure Murciano

Responsibilities: • Lead commercial strategy and go-to-market execution of Wella Professionals, Nioxin, Briogeo and Sebastian across premium retail partners including Sephora, Ulta, Target and Amazon. • Manage executive-level retailer relationships from Merchants to VP/SVP leadership to drive distribution growth, merchandising strategy, and omni-channel customer marketing initiatives. • Played a pivotal role in the launch of Target Beauty Studio (August 2026), shaping assortment, visibility, and retail activation strategy. • Represented Wella Company at the 2026 Sephora Brand Summit in San Francisco, CA and Ulta Brand Partner Summit & Field Leadership Conference in Orlando, FL. • Partner cross-functionally across Sales, Marketing, Merchandising, and Operations to execute strategic growth initiatives and retailer-specific GTM plans.

BELLAMI is the world’s No.1 Hair Extension brand, acquired in 2022 by Beauty Industry Group and L Catterton. Responsibilities • Business transformation and P&L optimization to re-build the organization post-acquisition, set up new standards of excellence, processes, innovations, customer acquisition strategy and cross-functional collaboration. • Claim category leadership and relaunch the brand visual identity for both Professional and DTC channels, including a full website rebuild. • Hiring & management of 18 Associates across Creative, Brand & Product Marketing, PR, Social Media, Growth and Trade/Retail. Results • Drove +33% revenue growth in 2022-2024. • Successfully launched a strong innovation pipeline, generating incremental revenue and +10% new customers in 2024. Partnered with celebrity stylists Andrew Fitzsimons to relaunch the iconic ponytail, generating +62% revenue vs. original ponytail, and Eric Vaughn to refresh his iconic brand collection generating +100% revenue in 2024. • Expanded salon distribution by growing the category awareness and offering new Professional services & Education, driving incremental revenue, +210% vs. prior year. • Mitigated quality issues and out-of-stock by creating full-funnel strategies to better manage customer communication & expectations. • Led trial & conversion programs such as the BELLAMI Color Concierge for color matching and product selection, generating 3,000 leads, 34% CVR, and $3M incremental revenue, and the BELLAMI Stylist Hub WebApp as a consultation tool for Professional hair stylists. • Pioneered AI-integration with GenAI images in eCom to improve CVR resulting in revenue 2.6x, add-to-cart 2.3x, bounce rate -47%. • Elevated the Brand & Category purpose by democratizing & destigmatizing the use of hair extensions with the launch of the first Global Brand Campaign “Full of Yourself” and the first Global Brand Ambassador, the hair stylist influencer Jen Atkin.

ManiMe is a Beauty Tech start-up producing custom-fit stick-on gel manicures thanks to an AI-powered & patented 3D model technology. Backed by Canaan Partners and Trinity Ventures, ManiMe raised $10M (Series A) in October 2019. Responsibilities • Business transformation developing & executing a new Business model strategy. • P&L management including forecasting revenue and consumption, setting media budgets & optimizing OPEX. • Development of the brand identity, new product launches and activation plan. • Hiring & management of a team of 12 Associates (among ManiMe’s 20 full-time employees). Results • Net Revenue +25% driven by improved product assortment, increased customers acquisition, and retention. • CAC -31%, marketing spend -52%, ROAS +60% driven by optimized investment, and testing of new platforms. • Set up distribution at Target & Amazon with the first standard-size manicures. Expanded business operations to Canada. • Secured a 3-year partnership with Coca-Cola driving distribution at Cokestore.com and Coca-Cola stores (10% of monthly revenue). • Public Speaking: Los Angeles 2022 eCommerce Retail Summit.

Led the US commercial strategy of Sally Hansen, Covergirl, Rimmel, Adidas & Mass Retail Fragrance (product, placement, pricing & promotion): • Developed and pitched trade plans for major US retailers building relationship with buyers from Ulta, Sephora, Walmart, Target, Walgreens, CVS, and Rite Aid. • Delivered market share growth: +1.1 pts and record share in July 2020 for Sally Hansen, highest ever since 2015. • Led Category Growth Story based on customer, consumer, and buyer insights. • Managed a team of 10 Associates.

Led the Retail Brand identity of Covergirl, Max Factor, Rimmel, Bourjois, Sally Hansen, Adidas & COTY’s Mass Fragrance portfolio: • Led Operations to optimize processes and vendor network from brands coming from P&G, Coty, and Chanel. • Optimized CAPEX and designed the New Generation of Merchandising delivering $200M savings over $1Bn budget. • Implemented a new Consumer Experience in flagship stores of Walmart US and Canada, Boots UK and AS Watson Europe. • Managed a team of 7 Associates based in New York, London & Paris. • Public Speaking: Paris Retail Week, New York Argyle Digital & Retail.

• Successfully managed a Global P&L of $500M across 31 countries. • Led Product Innovation for Asia and Middle East, including in-market visit and handover to local teams. • Delivered the 1st Joint Business Plan with T-Mall. • Set Max Factor as the 1st Interactive Color Cosmetics brand in the world with full assortment recognizable by Augmented Reality, resulting in a $30M additional net sales and increased EMV from citations in Huffington Post, Telegraph, Advertising Week, Cosmetics Design. • Managed a team of 3 Associates. • Public Speaking: Advertising Week Europe and Most Contagious Global Conference.

• Delivered the 1st Joint Business Plans with Amazon Beauty and Meta. • Improved brands’ SEO ranking and designed the first social media content calendars. • Grew e-Retailer sales by improving the online path-to-purchase. • Designed and launched the first global digital campaign with a viral strategy. • Led the launch of Old Spice in EMEA (France, UK, Poland, Turkey & South Africa).

• Restaged Olay’s tinted moisturizers as BB creams to enable Olay to play on the BB cream trend faster than the time needed for product development. • Designed and launched the 1st CC cream with Olay recognized by MINTEL’s 2012 Global trends report. • Refreshed the anti-aging brand campaigns by leveraging a campaign shot from 10 years ago and featured the same model who did not age since then - this campaign became the Brand Purpose until today.

• Designed & deploy the L'Oréal Professionnel Hair Color Collections with International Hairdresser network including market trends, product development, campaign visuals & performance analysis. Reported results to Nicolas Hieronimus. • Designed the first global plans for the launch of INOA as revolutionary Hair Color formula.

Preparatory Class: 2004-2007 Business School (Master Degree): 2008-2011