Justine Berger

Director of Education, Digital & Strategy @Joico

Los Angeles County, CA, US

As the Director of Education, Digital & Strategy for Joico, my role focuses on education strategy, digital transformation, and strategic execution, empowering stylists, inspiring salons, and driving measurable results.Impact:• Produced the Joico x Kate Hudson campaign, a key initiative for brand growth and awareness. Collaborated with TAG Creative to bring the vision to life through storytelling, visuals, and social media.•Developed promotional strategies integrating video storytelling, influencer engagement, and innovative content creation.•Established strategic partnerships with key stakeholders, including the Brand Executive Committee, agency vetting and procurement teams, and talent alignment and contracting experts.Key Focus Areas:• Education Strategy: Designing an omnichannel approach that integrates digital and traditional platforms for professionals and consumers.• Talent Development: Leading and mentoring a world-class artistic team and managing a network of celebrity stylists, influencers, and educators.• Digital Transformation: Upgrading Joico’s education ecosystem with e-commerce integration, on-demand learning, and social media strategies.• Go-to-Market: Aligning education materials with global product launches, animations, and campaigns for cohesive storytelling.•Event Leadership: Spearheading trainings, inductions, and large-scale events to deliver Joico’s vision and artistry.• Creative Strategy: Driving brand visuals, campaign direction, and educational content aligned with Joico’s mission.

Carsten Aveda Institute of New York

Cosmetology/Cosmetologist, General

UCLA School of Theater, Film & Television

Musical Theatre