Emmy Berlind
Senior Vice President and General Manager, Loyalty
Sephora
Emeline Berlind is the Senior Vice President and General Manager, Loyalty at Sephora. In her role, Emeline oversees Sephora’s world-renowned Beauty Insider loyalty program, the execution of omnichannel promotions, the Sephora credit card program, and the development of product sample program strategies & execution.
Since Emeline stepped into her latest position, Sephora has seen a steady increase of millions of new Beauty Insider participants who contribute to Sephora’s consumer learning and communitymindset. Most recently, Emeline and her team launched Beauty Insider Challenges, providing customers with a gamified shopping experience online and in Sephora stores. Emeline has also led Sephora’s premier, bi-annual Sephora Savings Events reaching new sales milestones year after year and has grown Sephora’s credit card cardholders more than 20% this year.Additionally, her team is responsible for allocating and assessing the impact of Sephora’s robust sampling programs, which are a key driver of customer love. Emeline and her team continue to seek new and innovate ways to engage with the members of Sephora’s loyalty program through unique savings, samples, and experiences.
In her previous roles at Sephora, Emeline oversaw the launch of the PLAY! By Sephora subscription box before transitioning to the Vice President of Content. She was also responsible for launching the inaugural #SephoraSquad – a group of 28 diverse influencers who createdcontent for Sephora and helped to serve as a resource as customers’ needs changed and grew.This yearly program has since continued and expanded, with hundreds of beauty enthusiasts and creators now members of the alumni network and dozens more joining each annual cohort.
Prior to joining Sephora, Emeline worked across a variety of lifestyle brands including Yes to, Inc., The Clorox Company, and more. She received her MBA at Northwestern University’s Kellogg School of Management and attended Harvard University for her undergraduate studies where she majored in Social Studies. Emeline currently lives in San Francisco with her husband, two children and a devious yet loveable Shepard mix, Penny.
Since Emeline stepped into her latest position, Sephora has seen a steady increase of millions of new Beauty Insider participants who contribute to Sephora’s consumer learning and communitymindset. Most recently, Emeline and her team launched Beauty Insider Challenges, providing customers with a gamified shopping experience online and in Sephora stores. Emeline has also led Sephora’s premier, bi-annual Sephora Savings Events reaching new sales milestones year after year and has grown Sephora’s credit card cardholders more than 20% this year.Additionally, her team is responsible for allocating and assessing the impact of Sephora’s robust sampling programs, which are a key driver of customer love. Emeline and her team continue to seek new and innovate ways to engage with the members of Sephora’s loyalty program through unique savings, samples, and experiences.
In her previous roles at Sephora, Emeline oversaw the launch of the PLAY! By Sephora subscription box before transitioning to the Vice President of Content. She was also responsible for launching the inaugural #SephoraSquad – a group of 28 diverse influencers who createdcontent for Sephora and helped to serve as a resource as customers’ needs changed and grew.This yearly program has since continued and expanded, with hundreds of beauty enthusiasts and creators now members of the alumni network and dozens more joining each annual cohort.
Prior to joining Sephora, Emeline worked across a variety of lifestyle brands including Yes to, Inc., The Clorox Company, and more. She received her MBA at Northwestern University’s Kellogg School of Management and attended Harvard University for her undergraduate studies where she majored in Social Studies. Emeline currently lives in San Francisco with her husband, two children and a devious yet loveable Shepard mix, Penny.