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Momentum Continues at Madison Reed: Heidi Dorosin Hired as Chief Marketing Officer

Longtime Consumer Packaged Goods Executive Specializes in Connecting with Consumers and Brand Building

Feb 9, 2017
SAN FRANCISCO – Feb. 9, 2017 – Madison Reed, a prestige hair color brand, today announced that Heidi Dorosin has joined the executive team as Chief Marketing Officer. Dorosin’s appointment is the latest news from the digital retailer, which recently opened the Madison Reed Color Bar in Manhattan – its first physical location – signaling a new phase in the company’s commitment to an omnichannel marketing strategy.

Dorosin arrives at Madison Reed with 18 years of experience marketing to women across a number of categories in highly competitive sectors. Most recently at Clorox, Dorosin served as a business unit General Manager and Vice President of Marketing, with a combined responsibility for $1.5 billion in business sales. Tasked with modernizing the brand and creating affinity among millennials, Dorosin led Clorox’s award-winning “Bleachable Moments” marketing platform, the most successful and long-lasting marketing initiative in the brand’s history.

“Heidi is a well-rounded senior executive who knows how to drive revenue and innately understands CPG and omnichannel marketing,” said Amy Errett, CEO and co-founder of Madison Reed. “Not to mention the fact that she had me at hello. When we spoke for the first time, it was clear Heidi had a synergistic understanding of why Madison Reed exists, the essence of our brand, and what we’re trying to do.”

As CMO, Dorosin will help grow the business substantially in 2017 as the company launches new products, continues to grow its relationships with retail partners Sephora and QVC, and opens new store locations that will enable customers to have an immersive brand experience.

“The philosophy behind Madison Reed spoke to me on a deeply personal level. I believe that all women should demand gorgeous hair and an experience that respects their time, wallet and health,” Dorosin said. “Amy’s vision is shared by every single person at Madison Reed, and I feel privileged to work at a company devoted to empowering women and giving them what they deserve.”

Many more women will be introduced to that message this year. “We will continue to make our customers our highest priority and keep the brand authentic, but we also have an aggressive goal to double revenue,” Errett said. “That’s a challenge, but it’s also a massive opportunity. Heidi is uniquely qualified to navigate those waters.”

Dorosin holds a bachelor’s and master’s degree from Stanford University and a master’s of business administration from Harvard University.

About Madison Reed:
Madison Reed is a San Francisco, California-based company disrupting the $50 billion hair care industry by using technology in creative ways to make the at-home hair color experience a more luxurious, fearless, happy process. The direct-to-consumer line has quickly become recognized as a category leader thanks to a nutrient-rich hair color formula crafted without ammonia, parabens, resorcinol, PPD, phthalates, and gluten – the irritating chemicals typically found in hair color. The entire line of color products is enriched with argan oil, keratin, and ginseng root. In addition to salon-quality hair color, delivered on a flexible schedule, Madison Reed offers additional products to perfect, protect, and prolong hair color. Madison Reed empowers the modern woman to look and feel her best, with support from expert colorists, plus 24/7 color recommendations. Go to www.Madison-Reed.com for more information, or visit the Madison Reed Color Bar in Manhattan.

Nora Murray