Nataly Avila Named Vice President of Marketing at Behindthechair.com
BTC Welcomes Nataly Avila to Drive Brand Marketing
Behindthechair.com (BTC), the world’s leading professional beauty digital media company and online community for salon professionals is pleased to announce the appointment of Nataly Avila as Vice President of Marketing.
She joins a female-led team of forty at Behindthechair.com, where she will be responsible for driving brand marketing for all BTC brands including all BTC social/digital properties, BTC University, BTC Shows and Events and ARC™ Scissors.
Nataly has spent 24 years in the hair industry with multiple leading brands including Redken, TIGI, Matrix and Joico. She comes to BTC after nine years with TIGI where she most recently served as Head of Sales and Marketing, Americas for four years and Head of Digital Transformation, Global and Head of Marketing, Americas for five years. Prior to TIGI, she was Redken AVP of Marketing, managing Redken’s entire hair color business—the number one hair color portfolio in North America and was also Director of Marketing, Biolage at Matrix.
Her experience managing professional and retail haircare brands in the US, Canada, Latin America and the UK have included brand marketing, new product development, digital transformation, social/digital media, shows and events, operations and sales and shopper marketing.
Founder and CEO of Behindthechair.com, Mary Rector, shares this about the appointment, “We are super excited about Nataly joining our team. She has run some of the biggest brands in the business and understands what it takes to create momentum through innovation and authentic, hairdresser-first marketing. During most of her career, she has worked for large corporations—the best ones, in fact—and we’re excited about applying some of those ‘big business’ best practices to our processes at BTC. I’m also excited about her exceptional leadership skills and the example she sets for excellence and make-it-happen accountability for our nearly-all female team who will have a chance to be mentored by her. Having said all of this, honestly, what I’m most excited about is the passionate entrepreneur Nataly really is at heart who loves to take risks and who is craving to create and innovate outside the obvious. That’s where we’re going to have great fun and really make a difference in hairdressers’ lives!”
Nataly is an energetic strategist and story-teller who believes in translating the needs of hairdressers and consumers into products, programs and education that deliver with purpose and integrity. She is a dynamic leader who thrives on action, authenticity, accountability and attitude with her peers and teams.
“I have been so lucky in my career to have the opportunity to work on so many incredible brands with so many incredible people in everything from a traditional B2B to direct retail business. I owe so much to so many people who have mentored and supported and built this life with me, and now I am absolutely thrilled to take this next step. I have had the privilege to work WITH Behindthechair for almost my entire career and watch Mary create and transform a trade organization to a true media company! And now, I get to work FOR them—in service of some of my favorite humans in the world: the hairdresser,” Nataly said.
Nataly earned a Master’s Degree from the University of Southern California. Prior to brand marketing, she had an early career in journalism. Nataly resides in Frisco, Texas with her chef husband and two young children.
About Behindthechair.com:
Behindthechair.com is the leading digital media company and online community for salon professionals worldwide. Launched in 2000 by Founder and Creative Director Mary Rector, BTC has over 10MM hairdressing members and is the largest resource for education and industry news, connecting hairstylists with the latest cutting-edge trends, techniques and products. Behindthechair.com has 2.6MM Instagram followers at @behindthechair_com, 1.7MM Facebook followers at @behindthechair, our website www.behindthechair.com, and our BTC University site (www.btcuniversity.com) that provides 250+ classes to hairdressers in 130 countries. We also founded The BTC Team—the largest salon professional influencer network with 200+ top hairdressing influencers in 11 countries and more than 5,000 micro influencer hairdressers.
Behindthechair is also the creator of the @oneshothairawards. With over 1.4MM entries in 9 years, it’s the world’s largest and most prestigious hair awards program globally with entries from more than 100 countries each year.
