Wayne Celia

Passionate and dynamic 16+ years Beauty industry Executive with extensive experience in creating, developing, marketing and commercializing a wide range of Beauty and

Personal care products including Color Cosmetics, Skincare, Cosmetic Accessories, Bath

Formulation and Accessories, Hair Care, through Prestige/Luxury, Specialty, DTC and

Dermatological channels, as well as building and managing both small and large highperformance, multi-departmental teams with a focus on revenue growth and Blue

Ocean strategy. Has written over 18 patents and has won multiple industry awards

EXPERIENCE

VICE PRESIDENT, COSMETICS

Porex

2021-Present

• Tasked with and successfully created a Cosmetics & Beauty Division within existing Madison Industries/Porex structure. Madison is currently the second largest privately held company in the world.
• Grew Pipeline from $5M-$92M (2021-2024) with co-development Color Cosmetic and Skincare products launching or launched at ELF, Loreal, Chanel, PPI, BeautyBlender, Loreal, Sephora and Estee Lauder.
• Developed and implemented 3- and 5-year divisional strategies to current 70% completion, incorporating new NPI and NPD systems and Strategic Marketing Campaigns, increasing revenue from $3.4M to $54M.
• Successfully Messaged Prestige, Mass and Luxury Beauty accounts ranging from Indie to Majorwith 74% sell-thorough rate.
• Responsible for leading all New Product Development functions resulting in 27 new products created, 1 issued patent and 11 pending (2021-2024)
• Led cross-functional team to recreate brand web page increasing overall traffic over 190% and generating a 126% increase in lead generation (2021-2023)
• Developed social media and DTC Consumer Messaging Campaigns, supporting Sales and Marketing efforts resulting in $23M in channel revenue.

EXECUTIVE VICE PRESIDENT

Diversified Distribution Group

2015-2021

• Direct Company P&L responsibility, driving $350M in revenue at a 68% GM and 39% EBITDA (2015-2021)
• Managed 4 production sites (RI, ME, GA, HK, GJ) driving over 88% efficiency and 98% OTIF delivery.
• Slashed raw material costs totaling over 24% savings in overall domestic COGS (2015-2021)
• Created and Implemented Employee Awareness Program(s), increasing morale and productivity/inclusion KPIs across all key metrics
• Implemented recycling program for scrap material, reducing direct environmental waste and creating new revenue stream, generating over $1.6M annually
• Author of U.S. Patents: D775416, D802843, D825124, D832520, D882272 in Cosmetic Accessories, Bath and Skincare.
• Developed Glamsquad® Hair Care line, generating over $120M in revenue.
• Developed Nuance® By Salma Hayek Skincare and Accessory line, generating over $25M in Cosmetic Accessory revenue, generating $87M in revenue at a 59% GM%
• Cosmetic and Skincare Retail Category Captain: Sephora, Macy’s, Neiman Marcus, Nordstrom, Walmart, CVS, Walgreens, Kroger
• Launched and Managed Skincare and Cosmetic Accessory innovation programs with Chanel, Estee Lauder, Sephora and Loreal generating $124M in revenue
• Launched and Managed formulation of over 2500 cosmetic and skincare products supporting Prestige, OEM and Mass markets.
• Managed Sourcing Division lowering overall import COGs by 37% (2010-2019)
• Oversaw all Amazon sales and ecommerce efforts, driving over $7M in channel sales

VICE PRESIDENT, MARKETING & PRODUCT DEVELOPMENT

Diversified Distribution

2010-2015

• Managed all Marketing, Product Development and Creative efforts, driving over $335M in sales to the Retail and OEM markets, reporting directly to CEO
• Direct P&L responsibility for Retail and OEM divisions - Color Cosmetics, Applicators, Skincare and Bath Accessories.
• Developed Skin Effects® By Dr. Jefferey Dover skincare line, generating over $80M in revenue.
• Developed Skin Pharmacy® skincare line generating over $150M in revenue
• Developed Prestige Facial Mask program, adding over $17M in revenue
• Among first to pioneer US introduction of Koren Skincare, adding over $10M in revenue
• Defined product positions and managed product lifecycles, minimizing exit strategy risk
• Created Infusion +® technology brand, gaining 80% cosmetic foam market share at Mass Market Retail.
• Created and implemented divdist.com, raising inbound leads by 116%
• Managed consumer messaging campaigns
• Formed strategies based on multiple data inputs and advance analytics

DIRECTOR OF MARKETING & PRODUCT DEVELOPMENT

Dicon Technologies

2008-2010

• Managed all Marketing, and Product Development efforts, driving over $80M in sales to the retail beauty market (Walmart, CVS, Dollar General, Walgreens, Kroger, Target)
• Negotiated product licenses with Nickelodeon, Marvel and Disney for color cosmetics and bath products resulting in over $11M in sales to Walmart, CVS, Target.
• Developed Anti-Aging Skincare lines for Dr. Roy Geronemus and Dr. Robert Gordon.
• Oversaw all ecommerce efforts increasing inbound leads 132%
• Oversaw all formulation efforts.
• Oversaw all Marketing and Product Development efforts for Color Cosmetic and Applicator divisions.

DIRECTOR OF MARKETING

Pearson Publishing / Prentice Hall / Financial Times

2005-2008

• Developed Marketing Campaigns utilized by sales force of 385 for world’s largest publishing company
• Drove 23% sales increase (2005-2008)
• Increased marketing efforts and budget for the publication of over 400 titles yearly
• Provided Marketing and Product Support to the Financial Times
• Led and Managed new technology marketing efforts
• Led and Managed Creative Team in Ad-Piece design
• Led and Managed web and SEO efforts increasing total site traffic by 56%
• Led and Managed Promotional collateral sourcing, lowering total annual costs by 17%
• Managed Author Relations team, signing over 3500 authors and reviewers

BA, Marketing- Lehigh University