Baptista joins Glamsquad from IT Cosmetics, where she led all creative and brand initiatives as SVP of global marketing & innovation. She was with the company since 2012 and played a critical role in taking the beauty company from a cult-favorite brand with a handful of team members to one of the fastest growing, top-selling prestige beauty brands in under three years. Baptista helped IT Cosmetics transform from QVC’s bestselling brand into a major player at brick and mortar outlets, Sephora and Ulta.
On joining the C-Suite at Glamsquad, Baptista commented, “I have always admired Glamsquad’s ethos, including the creative culture, disruptive business model and the innovative technology-driven heritage of the brand. These core values are what make Glamsquad unique in the beauty space, and I am thrilled to join Amy and the team with the important task to increase brand awareness, amplify our services offerings, and deliver a bold, new and exciting point of view on product to our consumers nationwide.”
Baptista started her marketing career 15 years ago at L’Oréal working on both the Redken and Matrix brands, and also assisted in the launch of several successful indie brands including GoSmile and Temptu Makeup.