Manufacturers & Distributors

Hoffman Named New VP of Marketing at Keune

Anne Moratto | April 5, 2016 | 8:19 AM
Rachael Hoffman has joined Keune North America as vice president, marketing and brand development

Rachael Hoffman has joined Keune North America as vice president, marketing and brand development, a new position for the company. In leading the initiative to transition Keune into a marketing-driven company, Hoffman will direct and manage all North American marketing, promotions, public relations, social media and advertising strategies, activations for all product lines and the Keune Academy.

In addition, this high-energy marketing executive will work with Keune’s corporate headquarters in The Netherlands to synchronize all marketing initiatives, including new product introductions, to ensure brand message consistency between North America and the 70-plus countries where Keune is beloved by professional hairdressers and consumers alike. She will also team up with Keune’s North American sales and education departments to ensure the entire company delivers one, strong consistent message, as it continues its three-year industry-leading growth.

This experienced marketing professional will report directly to Andrew Biazis, chief operating officer, who says, “I am elated to add Rachael Hoffman, who is uniquely resourceful, creative and intelligent, to Keune’s very talented executive committee. This represents one more crucial step in raising Keune’s profile and awareness in North America and in the company’s journey toward becoming the next $100 million brand.”

Hoffman has spent the past 15 years in marketing, helping big-name brands such as Coca-Cola, Scion, Red Bull and Starwood Hotels showcase their own “true beauty” to the world through clear brand messaging and unique activations. It was this lasting commitment to her creative calling that initially drew the Keune team to her doorstep, bringing her on as a marketing strategy consultant before hiring her for this full-time position.

“Beauty is often enhanced by the effort we put into cultivating our character” is a concept that has been the benchmark for Hoffman’s professional growth and is reflected by the extensive knowledge, experience and infectious enthusiasm that continue to attract new business opportunities into her life. She continues to fuel her passion by staying on top of the newest industry trends and looks forward to growing alongside the Keune team in the years to come. Follow Hoffman’s journey on Instagram at @rachaellhoffman and @keunenamerica.

A family-owned and founded entrepreneurial company based in The Netherlands, Keune Haircosmetics has served hair stylists, colorists and consumers for more than 90 years by providing the finest professional hair color, hair care and styling products to more than 70 countries. For more information, visit


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