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Tania Kingsrud is EVP of global marketing at John Paul Mitchell Systems, maker of hair care brands like Paul Mitchell, Tea Tree, and Pro Tools.
How would you describe your job to someone who doesn’t work in retail? A magician of strategy and storytelling. My job as a brand marketer at its core is to blend narrative, innovation, and creativity to enrapture and capture audiences.
One thing we can’t guess about your job from your LinkedIn profile? Behind the fun of creative marketing is budgeting and financials (I’m talking spreadsheets and Excel). Continuous plans preparing strategic insights and initiatives and reviewing financial implications are important facets of my role because these lead to smarter business choices.
What’s your favorite project you’ve worked on? That’s like picking a favorite child! I’m so proud of the campaigns and brands I’ve worked on and the people I’ve worked on them with. However, most recently I was very inspired by our campaign with Quannah Chasinghorse. She is a magnetic and powerful human. I was so inspired by her voice and the change I see her bringing. I was honored that she partnered with John Paul Mitchell Systems.
Which emerging retail trend are you most excited about this year, and why? Sustainability and the practice of both businesses and consumers being mindful of environmental and social impact. I’m excited to see so many organizations headed down the right path. It feels good to do good and there is a real customer demand for it that is only going to grow.
What’s your go-to coffee order? Just a regular cup of joe with a splash of cream and a sprinkle of sweetener. I like to make my own at home so I can use my Chobani creamer and sip from my Mickey Mouse mug.
Worst piece of advice you’ve received? To go with the flow. The implication is that if you don’t, you are rigid, but swimming upstream takes strength and courage. If it feels right, then go for it.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? I was a beauty junkie then and I’m a beauty junkie now. I would say it’s a tie between CK One fragrance and Revlon “Toast of New York” lipstick. Both made me feel sophisticated and chic. Today, my favorite product still changes all the time, but I have a codependent relationship with my Dyson blow dryer and I can always count on my friend Paul Mitchell Awapuhi shampoo for a clean reset.