Cheresse Pentella

About Cheresse Pentella

As Vice President of Marketing at Guthy|Renker, I bring over a year of experience directing brand and creative marketing strategies for a diverse portfolio of beauty and wellness brands. My work spans TV, eCommerce, Paid Social, and Email, driving measurable customer acquisition growth and strengthening engagement among new consumer segments through high-performing content strategies. Previously, I led global retail marketing and brand partnerships at Retrouvé, managing product lifecycles, trade marketing, and retailer relationships across key markets such as APAC, EMEA, and North America. My career reflects a commitment to scaling brands, optimizing digital acquisition channels, and delivering impactful, customer-focused marketing solutions.

Experience

1. Vice President Marketing

   Guthy|Renker

   Jul 2024 — Present

   Guthy-Renker 2024 to PresentIndustry Leader in Direct Marketing Vice President, Brand Marketing – California Directed marketing for a portfolio of high-growth beauty and wellness brands, including Crépe Erase, Youthful Essence, Smileactives, and JLO Beauty, spanning skincare, body care, supplements, and oral care.• Led brand and creative marketing strategy across TV, eCommerce, Paid Social, Email, contributing to a YoY increase in customer acquisition LYV lift.• Oversaw the execution of a content distribution strategy that grew engagement among new consumer segments driven by high-performing photo and video assets• Directed digital acquisition campaigns with a focus on ROI; achieved improvement in ROAS across Meta, and programmatic display through creative iteration and channel optimization.• Partnered with Ecomm for website creative and performance strategy, increasing conversion rates through A/B testing, offer strategy, and homepage UX redesign.• Developed and enforced brand guidelines, PR strategy, and celebrity partnerships, leading to a 3x increase in earned media impressions and improved brand consistency across all channels.• Managed a team of marketers, including brand, creative, and email teams; hired, mentored, and scaled internal capabilities to support aggressive growth goals.• Partnered with Product R&D on product launches per year, shaping positioning, creative assets, and go-to-market plans aligned with brand values.• Presented creative performance insights and brand strategy to executive leadership and stakeholders• Managed and optimized relationships with agencies, production vendors, and talent partners, ensuring delivery of high-quality creative at scale while controlling costs.

Education

• The University of Kansas

  B.A. Communications, Marketing; Minor in Journalism

  1991 — 1995

Skills

• Newsletters
• Program Management
• New Media
• Press Releases
• Sales
• Sponsorship
• Strategy
• Research
• Editing
• Retail Marketing
• Strategic Planning
• Publications
• Social Media
• Facebook
• Competitive Analysis
• Advertising
• Magazines
• Marketing
• Omniplan
• Management
• Email Marketing
• Brand Development
• Blogging
• Public Relations
• Crm Integration
• Media Relations
• Event Management
• Crm
• Business Development
• Event Planning
• Consumer Marketing
• Product Marketing
• Publicity
• Social Media Marketing
• Leadership
• Relationship Management
• Web Content
• Budgets
• Public Speaking
• Entrepreneurship