Download Sherry Baker President Victoria`s Secret Beauty

Sherry Baker
President
Victoria’s Secret Beauty
Sherry Baker’s distinguished career in the beauty industry includes directing an array of
prestige brands with great innovation and success. She’s currently leveraging her
expertise to develop the beauty division within one of the most recognized lingerie
brands in the world.
Ms. Baker joined Victoria’s Secret Beauty in 1999 as Vice President of Marketing,
responsible for growing the beauty division of the world-famous lingerie brand. Since
joining the brand, Ms. Baker has introduced several successful new fragrances that
have achieved top 10 status within the prestige fragrance arena. Additionally, she has
launched traditional and non-traditional beauty categories, developed a comprehensive
long-term marketing plan, and increased awareness of the sexy and sophisticated
specialty retail beauty brand.
Ms. Baker was promoted in 2002 to Executive Vice President, Chief Marketing Officer.
The brand has consistently achieved double-digit profitable growth during her tenure,
and in August 2004, Ms. Baker was promoted to President of Victoria’s Secret Beauty.
As President, Ms. Baker’s responsibilities include marketing, advertising, public
relations, product development, creative, and visual.
From 1998 to 1999, Ms. Baker was Vice President of Marketing for beauty retailer
Sephora, launching the first Sephora store in the US in July 1998. She was responsible
for marketing, public relations, advertising, and store openings in Americas, Asia, and
the Pacific, successfully launching several US prototype stores in 18 months.
Prior to Sephora, Ms. Baker was the President of Halston Borghese International, Ltd.,
North America. Responsible for the company’s P&L, Ms. Baker reversed a three-year
downtrend by showing significantly improved sales through new global product
introductions, marketing concepts, and merchandising while returning Borghese
positioning to its former, more prestigious niche.
From 1990 to 1993, she served as President and CEO of Swarovski Jewelry (US). At
Swarovski, Ms. Baker successfully introduced branding to the then non-branded
category of fashion jewelry, resulting in a dramatic US market share growth despite a
depressed economy. Additionally, she significantly developed US awareness of the total
Swarovski brand.
From October 1985 to December 1989, Ms. Baker directed The Specialty Store Group
division of Unilever, first as Vice President of Marketing, and then as General Manager.
In 1987, she launched what was then the most financially successful celebrity fragrance
in prestige distribution, Elizabeth Taylor’s Passion, contributing to increased division
sales from $25 million to $120 million in less than three years.
Ms. Baker has successfully marketed other prestige cosmetic brands such as Revlon’s
ULTIMA II and Erno Laszlo.
Ms. Baker began her marketing career in 1978 at the Colgate-Palmolive Company and
was promoted to Product Manager for Colgate Toothpaste in 1980. She was part of the
team that launched Colgate Gel, which was the first line extension in the brand’s then
104 year history.
Ms. Baker graduated and earned three degrees from New York University, including a
BS in History, a MA in American Urban History, and a MBA in Marketing and Finance.
Since 1990, Ms. Baker has served on The Board of Overseers for The Stern Graduate
School of Business. Ms. Baker is also a member of Cosmetic Executive Women,
sponsors scholarships at Dance Theater Workshop, and serves on the Fashion Institute
of Design and Merchandising advisory board.
Ms. Baker lives in New York City with her husband, an entertainment lawyer, Gary
Baker.