Shopper Marketing - September 2017 - 27
aria Rondon says she's always
wanted to understand consumers and how they shop for their
favorite brands. And she can't
think of a better place to do that than at the
largest beauty company in the world. "As a
Latina woman who is obsessed with beauty
trends, working for a company committed to
creating beauty for all is an unbelievable opportunity," she says.
Rondon launched her career at Unilever
in 2011, learning the fundamentals of the
CPG industry while participating in the company's rotational program. But when given
the chance to join L'Oreal two years later, she
jumped at the chance. As an account category manager, she's responsible for creating a
vision for a category - in this case, hair color.
"I'm constantly assessing, evaluating and finding ways to improve and grow the category.
I love that I'm able to affect so many brands
that play in the hair color space."
She sees "peeling back the layers" of the
consumer as one of the most fascinating aspects of her role. "I'm constantly unearthing
information around what drives purchase
intent, what entices a shopper into the hair
color category, and what makes a shopper
loyal," she says.
Rondon, who is newly armed with an MBA,
credits a two-week stint in China during the
program with helping her think more critically about global business challenges and the
SEPTEMBER 2017 SHOPPER MARKETING y