In the highly competitive world of hair care brands, Alterna Haircare has managed to stand out from the rest of the crowd. This success can be attributed to the leadership of director Joan Malloy.
In this blog, we will take a closer look at 5 key things to learn from Alterna Haircare director Joan Malloy’s success and the role she played in driving its growth.
5. Building a Strong Team: Alterna Haircare Director Joan Malloy Winning Strategy
One of the key factors behind Malloy’s success at Alterna Haircare was her ability to put together a strong leadership team.
When Malloy first joined the company in 2009, her first objective was to bring in new talent that shared her vision for the brand.
Joan brought in a new head of marketing, head of sales, CFO, and head of operations, who could all work together to achieve the goals she had set for the company.
With a strong team in place, Alterna Haircare director Joan Malloy was able to focus on driving innovation and growth while also ensuring that the company’s day-to-day operations ran smoothly.
As a leader, Malloy recognized the importance of surrounding herself with talented individuals who could help her achieve her vision for the company.
This commitment to building a strong team played a crucial role in Alterna‘s success.
4. Focusing on Innovation and Product Development
Another key factor that contributed to Joan’s success at Alterna Haircare was her focus on innovation and product development.
Malloy recognized that in order to stand out in the crowded hair care market, Alterna needed to offer products that were not only effective but also innovative.
Joan identified Alterna‘s Caviar line as a gem and worked to build on its anti-aging proposition, which was based on the science of skincare for hair.
In addition to this, Joan also ideated a new line called Bamboo, which was positioned as an accessible luxury line.
By focusing on innovation and product development, Malloy was able to create a portfolio of products that stood out in the market, attracting new customers and driving growth for the company.
3. Identifying Market Trends and Capitalizing on Them
Malloy’s success at Alterna Haircare can also be attributed to her ability to identify market trends and capitalize on them.
Joan understood the importance of staying ahead of the curve and being attuned to what consumers wanted and needed.
In addition to identifying trends related to ingredients and product safety, Malloy also recognized the importance of sustainability and eco-friendliness to today’s consumers.
Malloy also worked to incorporate sustainable practices into Alterna‘s operations, such as using eco-friendly materials in packaging and reducing the company’s carbon footprint.
By staying attuned to market trends and consumer preferences, Malloy was able to create products that appealed to a growing segment of the market and position Alterna as a leader in the hair care industry.
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2. Implementing a Multi-Channel Distribution Strategy
Another important factor that contributed to Joan’s success at Alterna Haircare was her focus on implementing a multi-channel distribution strategy.
When Malloy first joined the company, Alterna was primarily sold in salons. She recognized that in order to drive growth and reach new customers, the company needed to expand its distribution channels.
To achieve this, Malloy worked to establish relationships with retailers and distributors, such as Sephora. She recognized that these channels offered a way to reach a wider audience and attract new customers.
By partnering with these retailers and distributors, Alterna was able to increase its visibility and expand its reach, driving growth for the company.
1. Establishing Relationships with Retailers and Distributors
Establishing strong relationships with retailers and distributors was a crucial part of Malloy’s success at Alterna Haircare.
The rising CEO/chairperson recognized that in order to expand the company’s distribution channels and reach new customers, it was important to partner with retailers and distributors who shared the same vision and values as Alterna.
Malloy had prior experience working with retailers as the senior vice president of marketing at Frederic Fekkai.
This experience gave Joan a unique advantage when it came to establishing relationships with retailers and distributors for Alterna.
Joan knew how to position the brand and its products in a way that would appeal to these partners and help drive sales.
By working to establish a strong relationship with Sephora, Malloy was able to increase Alterna‘s visibility and attract new customers, helping to drive growth for the company.
In addition to Sephora, Malloy also established relationships with other retailers and distributors, such as Ulta and QVC.
By building strong relationships with these partners, she was able to position Alterna as a leader in the hair care industry and drive growth for the company.
