Prior to joining Ippolita, Watson served as the director of marketing and e-commerce at Yummie Tummie by Heather Thomson. During this time, she ushered in a period of accelerated sales growth at the activewear maker. Watson managed marketing for the brand domestically and globally, as well as the website. She provided creative direction and produced both fashion and Home Shopping Network (HSN) shows annually, and leveraged the brand’s founder on the Real Housewives of New York.
 
 
Having begun her career on the West Coast, Watson spent several years in San Diego before she called New York City her home. As the marketing manager of Upper Deck, the trading card company, she led the global launch of the Yu-Gi-Oh! a popular Japanese manga series that she brought to life in a trading card game. It was in this position that Watson established a strong connection to the Asian market and experience with an international consumer base.
 
 
Watson began her career with Erno Laszlo as a consultant in October of 2014. She tells Happi that she loved the brand so much, "I became the CMO the following spring and have enjoyed so much about it the past four years." 
 
 
Watson notes that she has been very fortunate in her career and some of the choices she's made; having worked in multiple industries: sports, publishing, fashion, luxury jewelry and now skin care.
 
 
"Starting out as an accountant really helped me understand numbers and moving then into a b2b marketing role helped me understand how to position a brand and sell," she recalled. "Diving into direct to consumer and digital marketing has prepared me for what I do today. CMOs wear a lot of hats. But the most important thing is to understand the customer. All of my jobs have been fast paced, dynamic and very much about the emotional connection with a customer."
 
 
Watson took time to speak with Happi on a variety of issues, sustainability, new markets and even how to sooth one's soul!   
 
 
 
What is EL’s definition of green and sustainable? What goals have been set for 2020, how far along have you gotten and what still needs to be done?
Since 2007, well before I joined Erno Laszlo, we set out our own clean list as it pertains to formulating products and have used that as a benchmark on all launches. In the past year, we have adopted stricter guidelines as set out by Sephora and use that as our latest benchmark. We have a three-pronged approach. Our office and culture, our packaging and supply chain and our product formulations. By 2020, we want to have our entire range of products checked off using the Sephora clean list and packaged in recycled jars and bottles. Our end goal is to minimize what we put in a landfill. We really listen to the Millennials in our office and the world around us. To stay relevant and thrive as a brand today, sustainability has to be part of your mission and values. Our team lives by these practices and it matters to them…which means it matters to our consumers and ultimately matters to all of us.
   
 
What’s driving growth in North America? Is it new positioning, new products, both?
Retailing in North America as you know has taken on a life of its own. Online, offline, experience marketing, Amazon, pop-ups and so many factors are shaping the way brands grow. We believe in placing the product where the consumer wants to shop. Two years ago, we changed the rule book internally. We stopped selling products and started selling solutions. Our goal is to enhance our customer's life by adding value. So all of our efforts are around solving a problem and not selling a product. Our offline strategy is all driven by events. We pop-up in many scenarios and create an experience for the customer to enhance her life. Our online strategy is all driven by education and solutions. We have trained our teams to add value and not sell. So far, the consumer has enjoyed this shift and we continue to build more and more value into her everyday life. 
 
 
Why the pivot to Asia? How can Erno Laszlo transition its products and messaging to Asian consumers?
Shortly after our CEO Charles Denton acquired the brand, he toured our counters in North America and quickly realized how much buzz was around our brand in Holt Renfrew, Vancouver. He had an "aha" moment once the team explained to him that our core customer at this door was Asian and that they had been the core for many, many years. Of course learning this, the pivot was a must. We didn’t have to transition anything. When you spend some time at our counter in Vancouver or any of our counters or stores in Asia you are quickly immersed in the universal response “Erno Laszlo gives me great results.” Our products have taken on a life of their own in these markets and it’s all consumer generated, not marketing led. They have nicknamed our top 5, continue to share on all of their social channels and the momentum continues to evolve our story and awareness. Marketing is secondary; consumer reviews and response is primary. 
 
 
Why does the brand have such resonance with Asian consumers?
They love that they get great results. This is the No. 1 consideration. If we do nothing else, we have to continue to give them products that solve their skin concerns. We spend quite a bit of time working in-market to make sure we get this right. We are definitely a New York brand, but that doesn’t keep us grounded to only the New York way of thinking, we love learning more in-market to deliver what they want. They also love our deep, rich heritage;  Marilyn Monroe, Jackie O, Audrey Hepburn, our customers hold these great beauties in high regard and love the stories they learn about their experiences with Dr. Erno Laszlo during their time with the brand. It’s fun to be associated with such legendary, powerful women.  
 
 
Success in the Asian market requires an understanding of the nuances. How have you navigated this in your marketing?
You are so right, the Asia market is changing faster than the US and much faster than Europe. Our motto is, ”The best way to keep in touch is to be there and spend time in the region.” We also have a wonderful team in Shanghai, Hong Kong and Singapore; we spend a lot of time listening and learning from them. This past year, we did a deep dive into our customers in Asia and North America to truly understand their desires and needs. I know people say this a lot, but we think globally and act locally. We empower our teams in-market to lead the customer down an amazing journey with our brand and add value to their lives in a way that brings a lot of meaning. So far we have seen a lot of great synergies and a winning strategy with this approach.  
 
 
What new product for 2019 are you most excited about and why?
I love this question, and I love product!  We are launching quite a few so it will be hard for me to pick just one—so I will talk about two.  Our Clay Cleansing mask is a game changer. It’s a hydrating, pore refining mask that will detox but leave skin supple. I have pores on the larger side, so I am a sucker for anything that will detox them and make them appear smaller. I also am a sucker for hydration. Us over 40 gals need hydration, so that’s my  No. 1 consideration. You give me clay mixed with some detox and hydration, I’m in! This will hit the market in February. And it’s pink, so its perfect for the season of love! The other one I am testing right now, that will launch at the end of 2019 is our AHA Serum. I’m obsessed. I used it one time and saw instant results in the morning. The ingredient story is right up my alley, rich in fruit acids like pineapple and citrus with hydrating goji berry extract. We don’t have anything like it in our range, so it’s exciting to have something so new.   Stay tuned—you won’t want to miss them!
 
 
Do these new products address an unmet need?
I think for the Erno Laszlo customer they do. Both are new we have nothing like them in our range. 
 
 
Tell us about the self-image improvement initiative? What does it entail and why did you start it?
It actually was not started by us. It was started 91 years ago by our founder, Dr. Erno Laszlo. The company he created has been empowering women since 1927 when he started the brand. We have quotes from Marilyn Monroe such as, “Dr. Erno Laszlo not only soothes my skin, he soothes my soul.”
 
He was very much into making women shine and come into their own confidence with the power of beautiful skin. Today, our brand has not changed much and women empowerment is bolder than ever. We just started the mantra a bit sooner than others, but believe in it more now than ever. We are in the middle of a partnership with WIN (Women in Need), a New York City shelter that provides shelter for women. We also are working on some fun programs for 2019 that will start to roll-out to get this message out to a wider audience.