Adriana Totino Appelbaum

About Adriana Totino Appelbaum

I am a strategic, data-driven beauty industry leader with deep expertise in trade marketing, strategic planning, merchandising, and financial management. As Director of Trade Marketing for Lancôme at L’Oréal, I drive brand growth, strengthen profitability, and lead cross-functional initiatives that elevate performance across prestige retail, e-commerce, and omnichannel environments.Throughout my career, I’ve built a track record of transforming complex business challenges into clear, ROI-driven strategies. I have managed $50M+ budgets, led major distribution expansions (including a 370-door Ulta rollout), and delivered consistent gains in sales, margin, and productivity through optimized assortment planning, retailer partnerships, and high-impact promotional strategies. My approach centers on consumer insights, operational rigor, and a strong command of financial levers.My leadership style blends analytical precision, stakeholder partnership, and empathetic team management. I’ve guided teams through initiatives that modernized merchandising, improved gondola productivity, and accelerated Amazon channel growth through enhanced communication, cross-functional alignment, and disciplined calendar planning. I’m energized by building clarity, enabling high performance, and driving results at scale.Before joining L’Oréal, I managed global forecasting and demand planning at Rolex for both Tudor and Rolex across hundreds of POS, supporting long-range S & OP planning and balancing allocation amid unprecedented demand. Earlier at Macy’s, I oversaw a $400M prestige cosmetics business, strengthened vendor partnerships, and delivered double-digit growth through assortment optimization and marketing execution.Selected for the L’Oréal Luxe President’s Club for exceptional performance and leadership, I bring a holistic understanding of the luxury and beauty landscape. I thrive in high-growth, fast-paced environments where strategic thinking, commercial acumen, and cross-functional leadership drive sustainable business results

Experience

1. Director, Trade Marketing - Lancôme

   L'Oréal

   Apr 2025 — Present · New York, NY, US

   All Department & Specialty Stores

Education

• Half Hollow Hills West

  High School

  2009 — 2013

• Syracuse University - Martin J. Whitman School of Management

  Bachelor of Science (BS), Finance, Retail Management, Digital Retail Strategies

  2013 — 2017

Skills

• Leadership
• Facebook
• Editing
• Store Management
• Networking
• Customer Service
• Research
• Microsoft Powerpoint
• Powerpoint
• Microsoft Excel
• Finance
• Pinterest
• Microsoft Word
• Social Media
• Online Retail
• Social Networking
• Tumblr
• Management
• Team Building
• Time Management
• Retail
• Twitter
• Public Speaking
• Microsoft Office
• Marketing
• Customer Satisfaction
• Communication
• Photoshop
• Event Planning
• Teamwork
• Team Management