# Roeya Vaughan

> Transformational Consumer Products & Luxury CEO | Growth Strategist | Brand Builder | Leadership Guru | Ex: Oakley, ASICS, Mattel

Transformation CEO | 25+ yrs scaling global consumer brands: Oakley, ASICS, Barbie. Leadership guru. 

As CEO of TACORI (luxury/fine jewelry $50MM+), led the business through a transformational period - across people, product, processes and systems. +43% increase in revenue and EBITDA growth from 14% to 20%, while launching new product category and securing Brilliant Earth partnership. Grew DTC and scaled e-commerce from 4-14% of business. Led sustainability certification efforts. 

At Behr, scaled multi-brand portfolios and led M&A efforts resulting in new category launches and incremental commercial revenue streams.

At ASICS, delivered record Black Friday eComm sales (+117% YoY) and launched the brand’s first global platform and purpose campaign. Created global Center of Excellence for brand and creative. 

Led global sunglasses business at Oakley ($1B), leading product and innovation pipeline, Olympic campaigns, athlete partnerships, and brand consistency worldwide, while managing integration with Luxottica. 

At Mattel, managed advertised Barbie doll segment, including controversial Happy Family dolls, featured in the Barbie movie. 

People-first leader with expertise in hiring and developing high performance teams. Certified Strengths practitioner and executive coach. 

Things I can advise on:

✔️ Business transformation and change management 
✔️ Brand strategy 
✔️ Aligning vision, values and incentives 
✔️ Growth strategy
✔️ Product & portfolio strategy 
✔️ Innovation pipeline 
✔️ Strategic planning - best practices, processes, implementation, accountability 
✔️ Organization design 
✔️ Leadership development and executive coaching 

I scale consumer businesses with clarity, creativity, and operational agility, and I help individual leaders realize their greatest potential.

## Offerings

- Video call (15 min): $100.00

## Example Questions

- How do I align vision, values, and incentives?
- What am I missing in my strategic plan?
- How do I create a brand platform?
- How do I start creating a strategic plan? What are the key metrics I should be measuring?
- What can I do to expand my personal and professional growth?

## Links

- [Expert profile](/RoeyaVaughan)
- [Avatar](https://media.intro.co/avatars/1183207cHBjvjQz.jpg)
- [Marketplace](/marketplace)