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07/01/2022

Alaffia appoints CMO

As chief marketing officer, Lanaia Edwards will oversee marketing, creative, product development and brand strategy.
Gisselle Gaitan
Online Editor
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Lanaia Edwards, chief marketing officer, Alaffia

Alaffia is shuffling its executive leadership team with a promotion.

The company recently announced that global marketing executive Lanaia Edwards will be taking over as its new chief marketing officer.

In this role, Edwards will oversee marketing, creative, product development and brand strategy while also helping drive and accelerate growth globally, the company said.

[Read More: Alaffia, The Vintage Cosmetic Company top buyers’ picks at ECRM’s Everyday and Holiday Cosmetics session]

“Lanaia is an exceptional marketing leader and has helped to expand Alaffia’s reach and impact on the global hair and skin care community,” said Olowo-ndjo Tchala, founder and CEO of Alaffia. “She has successfully shaped global brand strategy, implemented paid and digital initiatives, and expanded our brand portfolio with innovation to further develop our business. We are thrilled to appoint Lanaia to CMO and are confident that her rich experience and leadership skills will push Alaffia into a new chapter of growth and expansion in alignment with our mission, and achieve breakthrough results for the brand.”

Edwards’ experience includes a marketing background focusing on the natural beauty and personal care space. She has had a variety of positions at various companies, including Fortune 500s and entrepreneurial organizations.

Previously, Edwards served as the vice president of marketing at Alaffia and has had senior-level marketing positions at Unilever and Sundial Brands’ SheaMoisture, Nubian Heritage and Madam C.J. Walker.

[Read More: Multicultural mindset: Retailers, suppliers grow their focus on diverse needs]

She has also had positions at Lumene and Namaste Laboratories, and founded her own marketing consulting business.

“I am honored to have this opportunity and play a key role in driving long-term value and amplifying strategic growth with innovation and purposeful, community-driven initiatives,” Edwards said. “I am constantly inspired by Alaffia’s empowerment projects and Olowo-n’djo’s dedication to preserving West African traditions and resources while supporting the communities. I am excited to expand the brand’s social mission and impact globally.”

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