Milani is a drugstore brand formulated to prestige standards, the same labs as brands priced four times higher, with a multicultural consumer base most brands spend decades trying to earn. The job was building a marketing and commerce function that could keep up with the product.
Within weeks of joining, Joye found a critical infrastructure failure: online sales weren't connected to live inventory. Orders reconciled once a day, so customers were buying products that had already sold through, driving cancellations and wrecking post-purchase sentiment.
She assembled a cross-functional team across operations, customer service, product development and warehouse inventory, diagnosed the gap and drove the fix within 30 days. Online sales went on to lift 38% YoY.
Celebrity MUA partnerships including Priscilla Ono drove A-list red carpet placement and influencer activations generating features in Harper's Bazaar, People, Ebony and major consumer press. Fashion week activations and a consumer events program across GenBeauty, Essence Festival and Latina Magazine events generated 259% YoY earned media placement growth and 2.17B impressions.
