Sheila Erandio
Vice President, North America
New York, New York, United States
Professional Overview
Sheila Erandio is an accomplished retail and ecommerce executive with over 20 years of experience driving growth and innovation in the beauty and fashion industries. As the Vice President of North America at Hourglass Cosmetics, she leverages her deep expertise in multichannel strategy, digital transformation, and brand building to lead the company's expansion and operational excellence across the region.
Experience Summary
Current Role
As Vice President of North America at Hourglass Cosmetics, Sheila is responsible for overseeing all sales, marketing, and business operations for the brand in the United States and Canada. She has played a pivotal role in accelerating the company's omnichannel presence, driving double-digit revenue growth through innovative digital initiatives and strategic partnerships. Under her leadership, Hourglass has strengthened its brand positioning, enhanced the customer experience, and solidified its market leadership in the prestige beauty segment.
Career Progression
Prior to joining Hourglass, Sheila held several senior leadership roles at L'Oréal, where she spearheaded the company's ecommerce transformation as Vice President of eCommerce. In this position, she implemented data-driven strategies that boosted online sales, improved operational efficiency, and enhanced the brand's digital presence. Before L'Oréal, Sheila gained valuable experience in the retail and ecommerce sectors, serving as a Senior Vendor Manager at Amazon and leading the women's apparel and beauty divisions at MyHabit.com.
Academic Background
Sheila holds a Bachelor of Arts degree in Fashion Merchandising from the Fashion Institute of Technology, where she graduated with honors.
Areas of Expertise
- Omnichannel retail strategy and execution
- Ecommerce and digital transformation
- Brand management and marketing
- Data-driven decision making and analytics
- Cross-functional team leadership and collaboration
Professional Impact
Throughout her career, Sheila has demonstrated a track record of driving sustainable growth and operational excellence. At L'Oréal, she spearheaded the development and implementation of a comprehensive ecommerce strategy that resulted in a 25% increase in online sales over a two-year period. At Hourglass Cosmetics, she has been instrumental in expanding the brand's North American footprint, leading to a 30% year-over-year revenue growth in her first year.
Conclusion
Sheila Erandio is a seasoned retail and ecommerce leader with a proven ability to transform brands, drive innovation, and deliver exceptional results. With her deep industry expertise, strong analytical skills, and collaborative leadership style, she is poised to continue propelling Hourglass Cosmetics' growth and success in the North American market.
