Professional beauty industry veteran Celeste Figueroa has joined Biotop Professional as global marketing director. In this new position for the company, Figueroa will oversee and manage brand positioning, public relations, social media marketing, and trade marketing.

“Celeste comes to Biotop Professional with a great understanding of professional beauty after many years in the industry,” says Carlos Rojas, vice president of global sales. “She is very much in tune with current trends and the necessities and business intricacies of our market. Under her marketing direction, the brand is ready to explode with growth.”

Impressive Background

Figueroa is a seasoned marketing executive specializing in professional haircare brands. She also crossed over into the licensing and celebrity brand sector when she worked on licensing deals with the Kardashians and Esquire Magazine to launch their branded hair product lines. Her keen knowledge of product development, distribution strategy, and consumer marketing led the way for these highly successful consumer brands.

“From newly emerging to well-established brands, I love helping to create and implement comprehensive and multilayered marketing strategies to deliver successful and memorable branding initiatives,” says Figueroa. “With superfood-strong, purely balanced formulas, Biotop Professional is exactly what consumers' hair and salons’ businesses need right now. The timing is perfect for this family-owned brand to become the industry’s next big success story.”