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Shelley Smyth is appointed CEO of Phoenix Beauty LTD

Updated: Apr 20, 2022

Phoenix Beauty LTD are pleased to announce that Shelley Smyth will take on the newly created leadership role of CEO with a view to taking the business to new heights.

Having vast experience with roles including, National Sales Manager, General Manager, MD, VP International Marketing and CEO within the industry across a vast plethora of brands Including: Clinique, Unilever Cosmetics (including Calvin Klein, Chloe, Cerruti, Karl Lagerfeld) Selective Beauty (including Agent Provocateur, Lolita Lempicka, Lanvin) Co-Founder of SAS and Company, brands including Burberry, Parfums De Marly, Atkinsons, La Perla and various celebrity brands including the highly acclaimed launches of Justin Bieber and One Direction.

An outstanding Manager of brands and people, Shelley is an extremely well respected individual whose goal is to deliver results and innovation for stand out activities. As well as the creative knowledge of how to build brands, Shelley also has the commercial nous to recognize the best ways to drive brand profitability and the most efficient ways to focus investment to drive maximum brand equity and growth.

Phoenix Beauty’s Marketing Director, Amy Buckley commented: “We are more than thrilled to have Shelley on board as the CEO of Phoenix Beauty. Shelley brings with her a wealth of experience in the Fragrance & Beauty industry and the expertise of running a very successful UK distribution company. We are certain that Shelley’s vast knowledge and reputation will be instrumental in the success of Phoenix Beauty.”

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