Sally Beauty makes two appointments to drive omnichannel development

By

Robin Driver

Published
Apr 24, 2021

Denton, Texas-based professional beauty supplies seller Sally Beauty announced on Friday that it has appointed Brenda Rutenber as group vice president of stores and promoted Maryann Herskowitz to the role of group vice president of merchandising.

 
According to the company, the appointments are part of its efforts to develop its in-store experience towards an integrated omnichannel model, while also strengthening its assortment within its core categories, which include hair color, hair care, and nails.
 
In her new role, Rutenber will be responsible for creating new tools and resources for shoppers in order to innovate and provide a personalized omnichannel experience. She will work closely with Sally Beauty’s merchandising and field teams so as to ensure a strong product mix.

Rutenber brings three decades of experience to her role at Sally Beauty, having most recently served as senior vice president of associate and customer experience at kids’ fashion and lifestyle brand Hanna Anderson, a position that she held for more than five years. During this time, she led a range of both internal and external teams, supported the company’s digital transformation, oversaw DEI and drove customer and associate engagement initiatives.
 
Prior to this, the executive was VP of stores at Fresh Produce Holdings LLC, having previously served as a regional vice president at Loft for nine years and as a regional manager at Baker Furniture for five years.
 
Herskowitz’s promotion sees her take responsibility for driving the development of Sally Beauty’s at-home hair color operations. To do so, she will continue to focus on understanding the customer’s needs and building Sally Beauty’s owned brand portfolio.
 
Herskowitz first joined the company as vice president of hair color and hair care in 2018, before expanding her responsibilities to cover all of Sally Beauty’s merchandising operations in 2020.
 
To date, her achievements at the group have included expanding the company’s assortment of sustainable products, adding more than 50 Black-founded brands catering to the needs of textured hair to its portfolio, and driving customer loyalty by expanding company-owned brands, such as Ion. She has also worked to establish Sally Beauty as a leader in vivid hair colors, as part of the company’s efforts to attract younger customers.
 
Prior to joining Sally Beauty, Herskowitz’s previous experience includes a seven-year stint at Family Dollar and close to 13 years spent at CVS Caremark Corporation.
 
“We are thrilled to welcome Brenda to our team and continue watching Maryann excel here at Sally Beauty,” said Sally Beauty Holdings CEO Chris Brickman in a release. “Both additions to our senior leadership team are strategic investments that allow us to continue innovating around both in-store and digital shopping experiences. They will take us to the next level in our drive for a digital environment that operates seamlessly and continues to solidify our position as the retail leader in DIY Hair Color, Care and Nails.”
 
Sally Beauty reported net earnings of $57.2 million for the first quarter ended December 31, 2020, reflecting a 7.5% year-over-year increase from $53.2 million. Sales for the quarter totaled $936.0 million, decreasing 4.5% compared to $980.2 million in the same period in the previous year.