Emmy Brown Berlind

Questioner
DISC Type : c

Senior Vice President, General Manager, Loyalty at SEPHORA

San Francisco, California, United States

Overview

As Sephoras Senior Vice President and GM of Loyalty, Emmy Brown Berlind directs the Beauty Insider program, promotional activities, and the Sephora Credit Card business. A classically-trained marketer with degrees from Harvard and Northwesterns Kellogg School, she specializes in building businesses and driving customer engagement in beauty retail.

Her professional focus is complemented by an interest in the strategies of major consumer brands and her connection to her alma maters, Harvard University and Northwestern.

Her teams #SephoraSquad initiative won the ‘Most Effective Social Strategy’ at the 2019 CommerceNexty Awards.

Personality Overview

Systematic

Cautious & Analytical

Price-Sensitive

They prefer to analyze every situation thoroughly.
  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Evolving Loyalty
She frequently discusses modernizing loyalty programs beyond simple transactions to foster genuine community, connection, and personalized experiences for millions of members.
Strategic Partnerships
Actively pursues and promotes major partnerships, such as with Olive Young and Kohl's, to expand Sephora's market reach and product assortment.
Omnichannel Retail
Her responsibilities span both standalone Sephora stores and the Sephora at Kohl's business, highlighting a focus on creating a unified customer experience.

Media Appearances

Emmy Brown Berlind, Sephora | Modern Retail Vanguard 2024. Featured in Modern Retail

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Brand Stories | Sephora's Emmy Brown Berlind on Innovation, Value .... Featured in Loyalty360

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Work History

3-2023
Senior Vice President, General Manager, Loyalty at SEPHORA
5-2021 - 3-2023
VP/GM, Loyalty at SEPHORA
3-2019 - 5-2021
Vice President, Content Strategy and Owned Brands at SEPHORA
6-2018 - 3-2019
Senior Director, New Business, Content and Commerce at SEPHORA
3-2017 - 6-2018
Senior Director, Subscription and Sampling Innovation at SEPHORA

Education

9-2001 - 6-2003
MBA from Northwestern University - Kellogg School of Management
9-1991 - 6-1995
AB from Harvard University

More Information

Social Presence :

Prographics :

Exp : 27 Location : San Francisco, California, United States Job Level : Leadership Designation : Senior Vice President, General Manager, Loyalty at SEPHORA
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Insights For Selling To Emmy

During A Call Or A Meeting

DO's

  • Keep some extra margin in hand as they will likely negotiate the pricing
  • Share as much information as possible regarding your product
  • Emphasise more on facts and measurable benefits

DONT's

  • Avoid rushing them, be polite and patient
  • Don’t overhype the product/pitch, keep it measured
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Emmy is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Emmy

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Emmy move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Emmy take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Emmy

Personality Compatibility


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