Shelley Sullivan, CEO of ModelCo and MCoBeauty, tells The CEO Magazine, “During the pandemic, we’ve achieved record-breaking sales growth and our most successful financial results ever by taking risks and thinking outside the box with our world-first disruptive social media and digital marketing strategy conducted exclusively online.
“Being digital means we can be agile and adapt quickly by constantly communicating with customers through our in-house customer relationship management strategy, on social media and via email newsletters.
“We were the bestselling cosmetics brand in Woolworths in 2020, growing at 78 per cent while the rest of the cosmetics category declined or remained stagnant. We not only retained all of our staff, but rapidly expanded our team as we launched into a new retailer, Big W, and grew our direct-to-consumer sales by 927 per cent.”
