Wilma McDanielCommercial Director

A highly experienced senior commercial manager Wilma McDaniel has a proven track record of building people, brands & business. Throughout her career she has devised & implemented successful sales & marketing strategies that have consistently delivered significant sales growth in the UK premium fragrance & beauty business and in the European apparel industry.

Her commercial career began with 10 years at the Estee Lauder group of companies where she led the launch & development of the Prescriptives brand across Scotland, Ireland & the North of England before being promoted to the Estee Lauder brand, successfully running Scotland where she, year after year, delivered sales growth in the brand’s highest turnover region out with London’s west end. From there she was asked to join the Aspects Beauty Company, where for almost 11 years, she successfully launched & developed sales across a broad portfolio of brands including Versace, Agent Provocateur, Matthew Williamson, Dolce & Gabbana, Club Monaco cosmetics & Richard James building exceptional working relationships with appropriate UK retail partners for each brand.


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