Marketing Director | 

People, curiosity, innovation, aesthetic and performance-driven visionary brand architect, Sarra has worked in beauty and luxury across industry-leading organizations. As passionate about transforming, re-staging and developing brands worldwide that will impact the lives of millions globally as about profiling happy few through niche luxury and clienteling, Sarra exploded her creativity collaborating with high-profile creative directors, translating their vision into fragrance and beauty. Attention to detail is her signature style. In 2011, Sarra moved to New York to develop global and niche brands at The Estée Lauder Companies. Her fragrance projects earned 2 FIFI Awards for Best Fragrance and Best 360-Degree Marketing Campaign. Expert in brand incubation and artistic collaborations, consumer profiler, Sarra regularly advises investment funds, start-ups, leading consulting firms and influencers on strategic growth opportunities since 2013. Multicultural and entrepreneurial mindset, fluent in French, English and German, Sarra has lived in Europe and the US. Sarra is currently based in Paris.

Artistic collaborations: Raf Simons, Jil Sander, Tomas Maier, Tom Ford, Christian Lacroix, Solange Azagury-Partridge, Hannah Mac Gibbon.

Brand portfolio: Schwarzkopf, Boucheron, Jil Sander, Chloé, Bottega Veneta, Roberto Cavalli, Estée Lauder, Aerin.


1.  What was your very first job?

I got my first salary with PAN AM in New York during the summer of ‘88. After Business School, I started as a Product Manager in Detergents and Fabric Softeners with Henkel in Düsseldorf. I led cross-functional teams and creative partners from a product’s conception all the way through to its launch.

2. Please describe, in your own words, what your job is and what work it entails?

Building brands worldwide in beauty and luxury. This means seeing the future, designing a vision, writing a concept, finding a business model, developing the full mix (product, packaging, ad, merchandising, integrated communications), creating retail and digital experiences, executing campaigns omnichannel across all consumer touchpoints. I deal with a variety of people around the world, mostly creative talents and business partners. I engage multiple audiences such as retailers, influencers, followers, consumers. The most magical moments remain finding the inspiration, when it all clicks, and going public, sharing the project with its audience.    

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery?

What was there train of events that brought you where you are today? I’m very much driven by beauty over functionality. Raised in Lille, my family was in the textile industry. I grew up around fabrics and fashion, designing clothes for my dolls. There are a lot of artistically gifted children in my family so visual arts and music have always been part of my life. I started my career in FMCG where people mostly focus on cost, financial delivery and process and rarely on brand building and creative excellence. My creative aha moment happened while working with Coty Luxury in Paris. I learned with creative geniuses and inspirational leaders who allowed me to have ideas, discovered and exploded my creative potential. Today, I’m a brand advocate, embracing the best of both worlds, creation and business.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

I’m consumer inspired and at the same time I love to surprise consumers. I flip through magazines, Porter being my favorite. I feel touched by visuals and words. I watch old movies and arty movies. Actresses are very inspirational to me. I stay close to nature. I keep up with digital trends and new technologies. I meet and listen to people from everywhere. I mix cultural influences. I ask questions. I take notes. I reread Diana Vreeland’s quotes as “The eye has to travel”. I keep things blah-free with the right amount of wrong. In my quest for beauty, I look for failures. I value unusual situations (in French “insolites”). I connect dots. I live past, present, future. I dream.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than for its recognition or industry « success », what would it be?

An undercover project: building an eponymous brand around an extremely talented make-up artist with a fresh vision, signature technique, beauty promise, groundbreaking aesthetics, aspirational story-telling and tailored business model. More to come …


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