Alterna Haircare appointed Evan Parker-Calderon to director of sales and education, Salon Professional, West. Parker-Calderon will fulfill the position left open by Jennifer Rattazzi’s recent promotion to area vice president Salon Professional, North America.
 
In his new role as part of the Alterna Haircare sales and education team, Parker-Calderon will drive the brand’s business objectives across the salon professional channel west of the Mississippi. He will report directly to Rattazzi and will work in conjunction with Kelly Melvin, director of sales and education, East.
 
“We are extremely excited to welcome Evan to the Alterna Haircare family,” said John Powers, Vice President Sales and Education, The Americas. “His extensive experience in the Beauty Industry and his talents will fit extremely well with our Salon Professional Team as we continue to grow and develop Alterna Haircare in the luxury hair care marketplace.
 
Parker-Calderon is a licensed cosmetologist with a Master’s degree in Business Administration and an expansive background in sales, product development, marketing and education within all facets of the professional beauty industry. His experience includes roles at Color Charts by Mathai, Aderans Hair Goods, Joico, Aquage and more. Most recently, he served as the founder and president of Élan Marketing and Events, a full-service brand development firm specializing in the professional salon industry with clients such as Schwarzkopf, Goldwell, Paul Mitchell, Kevin Murphy, and Aloxxi.