Sherry Baker, is the President of Marketing and Development at European Wax Center. Sherry Baker’s reputation as one of the world’s premier marketers of beauty, fashion and luxury brands has been built on one spectacular success after another. From her earliest days at Colgate-Palmolive, Revlon, and Unilever, Sherry’s powerful combination of strategic insight, marketing innovation, and executional excellence has been the currency of her brand building successes including: the premier celebrity fragrance, Elizabeth Taylor’s Passion. In the 1990’s, Baker’s branding success would continue at an incredible pace. First, as President of Swarovski Jewelry. Later, as President of Halston Borghese international. And in 1998, Baker revolutionized beauty retailing in America by launching Sephora, as the LVMH Company’s World Wide Vice President of Marketing. Sherry’s success did not go unnoticed. And in 1999, the venerated fashion retailer Victoria’s Secret recruited her for its Victoria’s Secret Beauty. Over the next six years, first as VP Marketing and ultimately as President, Baker’s strategic and creative leadership built the Victoria’s Secret Beauty brand into a nearly $1 billion dollar business. Then turning her attention to developing markets, Sherry worked with the Brazilian giant Natura as President, International Marketing/Retail, but the aggressive growth plans she put in place were stalled by the 2008 economic crisis. She remained in Brazil building luxury beauty and retail brands until 2012. This unexpected economic turn of events, plus her desire to return to the U.S., landed her in a new position as President of Marketing and Product Development for European Wax Center (EWC). Baker, seeing the potential in EWC, put together a high energy marketing team and worked her usual lifestyle magic to help take this new brand to the next level in beauty branding. Baker, in conjunction with the founding family of EWC, helped create a momentum that has made this company one of the fastest growing brands in beauty retail services.