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Beauty & Medical Esthetics Industry Expert

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“Three Hires for the Price Of One”

Sales, Training and Marketing Executive

Marketing and Communications: (B2B and B2C)

Known for the creation, implementation and management of modern marketing and PR campaigns for existing and/or start-up brands in the beauty, medical esthetic, fashion, and medical device industries. Track-record engineering strategies resulting in accelerated break-even rates, for members of large medical spa network. Published author of internal and external communications, MarkCom collaterals, e-blast campaigns, social media blogs and forums, training manuals, advertorials and newsletters supporting national and international clients.

Corporate Training/Development and Instructional Design

Award winning Training Manager, seminar facilitator and instructional designer. Professionally trained as platform speaker, with experience conducting live/virtual meetings and conferences. Customized instructional design and delivery of 100+ curriculums, manuals, POS collaterals, interactive power-point presentations and leaders’ guides. Accomplished, published author of trade articles, ads, editorials and advertorials; copy writer for web content, press releases, marketing brochures and information kits. Expert in compelling, animated Power Point presentations. Author, director and narrator of audio, video and DVD training and marketing programs for clients and employees. Facilitator of ‘Train the Trainer’ sessions for new and developing trainers/presenters.

Team Leadership and Department Management

Over a decade of experience building and managing high-performance Education, Marketing, Sales and Operations Teams that function in a healthy, collaborative manner and produce exceptional results. Proven ability to coach and enhance team performance so that members meet and exceed corporate sales goals. Stake-holder management philosophygenerates collective and individual buy-in on initiatives and projects. Manage labor costs and engineer seamless personnel changes through proactive budgeting and growth planning. Equally effective managing 1099’s versus direct employees; international as well as U.S. based direct reports. Successfully built and managed team of Field Ops Managers to call on large network of Medical Spas throughout US and Canada from 2006-2008. Developed first place sales team which supported cosmetics business in medical and day spas, across a 10 state area, in 2008-2009. Founder of two networking groups on Linked In: Beauty Lab M and Beauty News Wire.

Operational Analysis and Performance Enhancement

Provide operational assessment, evaluation and turn-around plans for client-owners of retail spa and/or beauty businesses that are failing to meet goals and quotas. Assembled and supervised a team of field-based Operations Managers responsible for providing operational ‘performance analysis and enhancement’, in the form of turn-around support, to medi-spa owners across North America.


Creative, dynamic, results-focused consultant with diverse skill set. Known for bringing inspirational leadership, strategy and vision to sales, training  and marketing initiatives. Experiencespanning the beauty, fashion, medical aesthetic and wellness industries, working for prestige cosmetic companies, medi-spa franchisors, cosmeceutical manufacturing labs, fashion designers, accessory manufacturers and high-end retailers.

Work History

Work History
Dec 2010 - Present

Founder and Owner

MJ Consulting

Marketing Consulting Company

Challenge: To use my training, marketing and sales leadership experience to offer marketing, training and sales support to corporate clients in beauty, fashion or luxury goods who are looking to outsource their marketing or training services.


Assumed 11 month contract as ‘Chief Marketing and Communications Consultant’ for Beijo, Inc.2011

Accepted contract-based position with prior employer, with responsibility for all marketing and communication initiatives. Report directly to owner of company. Manage all corporate communications, including: the design, content and launch of new corporate website and replicated websites, seasonal product and trend copy for website, company newsletter, all corporate email campaigns, product launch collaterals and communications, social media collaterals, PR announcements and field communications. Develop content for national and regional meetings, webinars and conferences. Produce custom promotional videos for company’s You Tube channel and website. Company enrollment rate has grown significantly over the past 9 months. My contract will remain active through early November, 2011.

2010 - 2010

Senior Director of Marketing & Communications


Responsible for building market share and growing sales, by increasing visibility and brand profile of North American Division of multi-national, esthetic laser manufacturer headquartered in S. Korea.

  • Developed multi-channel promotional campaigns to support presence at industry shows and conferences, including the Lutronic L.O.V.E. and BOND campaigns, which collectively generated 100% increases in show sales over 5- month period.
  • Architect of exclusive strategic alliance with Medical Spa Group Buying Network, which increased company’s lead pipeline by 120%
  • Developed e-marketing materials to support users' marketing needs
  • Introduced first social media 'blog' program supporting physicians, as part of overall campaign strategy 

Laid off in September due to company-wide restructuring.

2009 - 2010

Vice President of Sales, Marketing and Education


Responsible for developing sales, marketing and training programs for use by thousands of Independent Sales Consultants throughout North America.

Multi-Category Focus on Education, Marketing and Point- of- Sale Support/ Training:

  • Wrote and designed marketing and sales training programs for national sales force, including; webinars, classes and conference calls designed to increase recruitment of representatives and retail consumers.
  • Developed company’s first social media platforms; including Face Book, Twitter, Linked In and Wordpress Blog
  • Planned, wrote and hosted 7 of 10 general sessions and workshops offered at 3 day National Sales Conference in La Jolla, CA
  • Created series of Power Point presentations and 'Point-of-Sales' marketing materials to increase network recruitment and raise average monthly sales
  • Established first bi-monthly sales reporting program and leadership accountability standards for team of 35 Independent Sales Directors
  • Assisted CEO in the restructure of business model to enhance efficiencies and improve monthly performance of Sales Directors and Sales Consultants
  • Wrote and designed content and site map for new web site
2009 - 2009

Vice President of Global Sales and Marketing

G. S. Cosmeceuetical USA, Inc.

Responsible for building the company's first Sales and Marketing Department:

  • Designed and developed customized marketing communication materials
  • Collaborated with CEO and Manager of Product Formulation to develop client formulations
  • Advised clients on product positioning and branding decisions, including product names, featured ingredients, packaging selections, and marketing strategies
  • Designed and launched company's electronic "Discovery Packet" of marketing materials 
  • Developed corporate blog site, issued press releases and interfaced with editors
  • Founded networking group on Linked In: "Beauty Lab M", dedicated to beauty marketers and manufacturers
  • Co hosted client brainstorming meetings with CEO and Product Development Manager
  • Attended industry shows on behalf of company
  • Developed new sales protocols and tools, resulting in shorter closing process and higher  closing rates

2008 - 2009

Sales Director


Responsible for managing and growing nine-state region, spanning from Washington State to Northern Louisiana. Repaired sales and imposed structure (procedures and protocols) in a region where both were lacking.

  • $3 million dollar territory was down by 40% when I assumed the position
  • Immediately set about opening up lines of communication, establishing clear ground rules and setting new operational protocols to unify the team
  • Held series of conference calls and rode in the field with reps each week
  • Overtime, the region took on a fresh new collective team identity, unifying the seven blended team members
  • Initiated more structure and discipline, shared vision, and individualized coaching
  • Sales grew by 60% over a six month period
  • Team moved from last place (in July 2008) to first place by the end of 2008
2005 - 2008

Vice President, Corporate Marketing and Communications


Vice President of Corporate Marketing and Communications 


Vice President of Marketing


I was promoted to a senior marketing position, after 2 years with the company.

Was responsible for managing marketing initiatives for a growing network of high-end, independently owned Medical Spas, through the development of effective, customizable marketing programs, collaterals, strategies and tactics.

Client Education and Professional Development:

  • Established weekly National Marketing Calls and Marketing Webinars to share best practices, successes and key learning’s in real time.
  • Developed ‘how to’ marketing manuals, power-point presentations and educational marketing curriculums for clients.
  • Hosted quarterly Owner’s Trainings on marketing tactics, resulting in a 50% increase in new spa profitability during spas’ first 6 months open.

Team Building:

  • Built and managed the company’s first field based team of “Regional Managers” to provide training and operational consulting support to client Medical Spas across all business categories.
  • As a result, same door sales increased by 60% after eight weeks, and client satisfaction peaked at an all time high.

Creative Support and Strategic Problem Solving:

  • Moved the company’s graphic support from Manila, Philippines to the US, so that clients could collaborate and communicate more efficiently with our graphics team.
  • Expanded client marketing support by 200%, and grew the number of campaigns from 4 to 12, annually.
  • Hired a state-of-the-art online editing service so that all collaterals could be easily customized by our clients.
  • Designed, wrote and managed proprietary Community Marketing Program, which resulted in a 50% increase in leads and a 75% reduction in monthly advertising spend, over 18 months, among spas that executed the program.

 Sourcing and Negotiations:

  • Sourced and negotiated exclusive “network alliances and contracts” with ‘best of breed’ marketing vendors.
  • Goal was to introduce invaluable marketing technologies and services to our clients to help them grow more quickly, while at the same time save them time and an average of $30,000 annually.
2004 - 2004

Vice President, Corporate Marketing and Communications


Responsible for developing the company's Marketing and Communications Department, to support new franchisees and licensees; owners of 'Inaara Med Spas'.

  • Managed and directed marketing and advertising campaigns for affiliated Medical Spas throughout the U.S.
  • Coached clients on advertising strategies and Grand Opening Events
  • Developed ads and point-of-sale marketing collaterals
  • Co-hosted Day of Discovery seminars held for potential franchisees
  • Established first Community Alliance Program
1998 - 2003

National Director of Education, U.S. Retail

Avon Products

I was promoted 4-times over a 5-year period to positions with greater responsibility, eventually becoming the National Director of Retail Education.

Director of Education, U.S. Retail: “beComing” Brand


Senior National Education Manager, U. S. Retail, “beComing” Brand


National Education Manager, Avon, U. S. Retail


Western Regional Educational Manager (“Complimentary Access”)


Responsible for helping to launch a new retail division that would offer up a brand with appeal to the prestige department store cosmetics consumer, without disenfranchising the company’s “core” Sales Representatives and direct sell customers.

Training and Development:

Developed innovative training tools and strategies to support the launch of a new lifestyle cosmetics brand for sale at retail.

Key achievements included:

  • A training manual designed to read like a fashion magazine...
  • Training seminars intended to enhance emotional responsiveness in service professional
  • Sales strategies to reflect customers’ attitude and lifestyle fluctuations
  • Brand met and exceeded key sales goals and metrics during the post launch period.
  • Profiled as a featured Training Director in Beauty Fashion Magazine

Market Share Growth

The Company’s initial retail launch involved the pursuit of experienced cosmetic sales professionals from established department store lines, to sell Avon’s existing brands at kiosks in super-regional malls.

  •  Developed recruiting and training programs to attract and retain high performers from competitive cosmetic brands.
  • Division met operational goal to successfully open 50 corporate kiosks (Avon Beauty Centers) within a 6 month period.

Business Model Re-Engineering:

The Company decided to license the retail kiosks to Avon Representatives, but most had no retail operations experience. In response, I produced training and marketing materials designed to help representatives transition from direct-selling to retail sales.

  • Materials included a 90-minute instructional video for newlicensees, an audio training program for new hires and a packet of kiosk promotional marketing materials, which was distributed to 6000 representatives at the company’s National Convention.
  • Division opened 100 licensed kiosks within a 12 month period.

 Market Penetration and Consumer Outreach:

Collaborated on the planning and roll-out of a successful series of “Mall Tour” Beauty Events in a dozen states throughout the US.

  • Tour generated $300,000+ during 8-week period.

*Was awarded stock options and a plaque for outstanding performance and sales strategy development, by the Office of the CEO.

2003 - 2003

Director of Global Product Education, Nu Skin Division


Responsible for writing and launching the company's first Global Product Education Program, to meet the needs of Independent Distributors in 33 markets, world-wide.

  • Met with global department heads, general managers and executive team, to garner feedback, concerns and suggested deliverables, prior to drafting program design and proposal
  • Designed blue print for multi-dimensional global university which would be operated via independent e-learning curriculums, webinars and live seminar facilitation
  • Traveled to the Asia-Pacific region once or twice a month to represent the Nu Skin Enterprises (NSE) Division at International Distributor Conferences and to meet with the GM’s of each country
  • Built the company’s first education department and managed a team of five Training Managers
1984 - 1998

Education Director and Market Manager Positions

Merle Norman, Calvin Klein, Dayton-Hudson, Elizabeth Arden

Assumed Sales and Training Management positions involving increasing levels of responsibility, from 1984 through 1998:

  • National Director of Training, Merle Norman Cosmetic Studios
  • 1998-1998
  • Market Sales Manager, Calvin Klein Fragrances, New York, NY
  • 1997-1998
  • National Education Manager, Dayton-Hudson Corporation, Minneapolis, MN
  • 1995-1997
  • Midwest Regional Trainer, Elizabeth Arden Company, New York, NY
  • 1984-1995





Range of Skills

  ·        Creative Problem Solving ·        Budget Management ·        Marketing Strategy ·        Creative Design ·        Copy Writing & Messaging ·        Team Management ·        Infrastructure Development ·        Curriculum Design ·        Social Media & Internet   ·        Public Relations ·        Campaign Execution ·        Campaign Tracking ·        Platform Speaker ·        Skincare Expert ·        Technical Writer ·        Product Training    ·        Corporate Communications        ·        Conference Host   ·        Operational Analysis ·        Policy/Protocol Development ·        POS Programs ·        Recognition Programs ·        Video Production             ·        Seminar/Webinar Leader ·        Strategic Alliances ·        Website Content/Design  

Curriculum Design and Development

Corporate Training and Development: ·        Wrote, launched and managed the first  multi- level cosmetic sales training academy (The Cosmetics Academy) for a national department store chain, which generated $3.2 mill in incremental revenues in participating stores ·        Wrote and co-hosted quarterly marketing training seminars to educate physician-owners of medical spas, resulting in a  50% increase profitability of client owned Medical Spas during their first 6 months in business ·        Designed first multi-dimensional global sales training university, to support 4000 independent sales reps working  for a world-wide, billion dollar personal care/skincare manufacturer and distributor- traveled to Asia to execute ·        Developed innovative training tools and strategies to support the launch of a new ‘lifestyle’ skincare and beauty brand in a start up division of  a Fortune 200 company, breaking all pre-established launch goals by +20% ·        Developed recruiting and training programs to attract and retain high performers from competitive cosmetic brands, allowing my start-up division to successfully open 50 corporate kiosks in super regional malls within a 6 month period. ·        Have written and presented more than 25 general sessions at National Sales Conferences ·        Have written and hosted more than 30 training videos ·        Have personally conducted 1000+ training seminars for beauty and aesthetic industry sales professionals, store executives, corp. execs, physicians and health care professionals, on subjects related to beauty, medical aesthetic procedures, marketing and sales strategies  ·        Developed and managed company ‘extranet’ to support client forums, discussion groups and live chat sessions  

People Management/Team Building

People Management and Team Building   ·        Assumed management of lowest performing sales territory for beauty company, resulting in an increase in sales by 60% over a six month period, with the team advancing from last place (in July 2008) to first place by the end of 2008 ·        Built company’s first field team of “Regional Operational Managers”, producing increase in same door sales by 60% after eight weeks ·        Built training/education and marketing departments for start-ups; developed budget, managed P&L’s, assembled team, developed performance based incentive programs, wrote performance reviews, hired, promoted and terminated employees    

Marketing Campaigns: B2B and/or B2C

Beauty/Medical Aesthetic Marketing Campaigns: (B2B and B2C) ·        Engineered accelerated break-even and profitability rate among largest  network Medical Spas throughout N America, by providing fourteen customizable B2C marketing campaigns per year ·        Designed promotional campaigns supporting sponsorship and participation by employer companies at industry shows and events, resulting in 50%+  increases in sales at show, over prior year ·        Developed first national ‘Community Marketing Program’ to drive traffic into client facilities, resulting in a 50% increase in client leads and a 75% reduction in clients’ monthly advertising spend, over 18 months ·        Sourced and negotiated exclusive “network alliances and contracts” with ‘best of breed’ marketing vendors, reducing vendor related marketing costs by $30,000+ annually ·        Hired and managed creative agencies and PR firms, on both US coasts. ·        Increased number and quality of sales prospects for several beauty related companies, by developing multi channel  campaigns and collaterals to increase visibility of company, products, key team members and core competencies ·        Authored ‘Marketing Mentor’; a comprehensive marketing training guide for owners and managers of medical aesthetic facilities or practices ·        Built Discovery Day sales presentation and co-hosted day’s meetings on a weekly basis, for potential franchisees. Closing rate jumped from 50% to 75% ·        Provided marketing guidance and support for over 100 clients seeking to develop and/or sell custom cosmeceutical skincare brands