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Serena has been an entrepreneur since the age of 23 and over the last decade has owned and managed businesses in the automotive, finance, import/export, manufacturing, hair and beauty, and wellness industries. Specializing in start up companies and with a strong focus on implementing strong sales and marketing strategies within all these businesses, Serena positions in these companies have included, CEO as well as Marketing, PR and Sales Director. Serena is also a published author who writes books geared toward helping small businesses become successful through adoption various marketing strategies that Serena has created.
Started up a company in the “LPG Conversion” industry which she was able to secure $1 million investment from an angel investor. Within 1 year she grew this company from start up to being the largest LPG conversion centre company in Australia. She then sold her shares to a public listed company where it was floated onto the ASX. Serena was CEO of this company.
Serena opened Secret Stylist Hair 6 years ago and within two years grew the business from start up to being one of the most well known and successful hair extensions business in Australia which is currently stocked by the 3 largest Australian industry distributors. Norris, Salon First and Beauty Warehouse. Secret Stylist posters can we seen in thousands of salon windows across Australia. Secret Stylist is also sold in the USA, UK and has a small market share across Europe.
Serena has been commissioned to opening a subsidiary of her business Secret Stylist Hair over in Africa. She had to adapt her brand for the African market then open an office, hire and train over 40 staff in all facets of the company including sales, marketing and even the general management postion. The co-owners of this company also owned the sole rights to Kodak and Bridgestone in Africa. They invested $1.5 million into this project. Serena was CEO of this company.
Purchased the rights to Trichogenesis hair regrowth products and within 1 year grew the products marketing penetration from 1 outlet to 46 outlets. Developed the product from being a simple vial with no marketing material, to a point where it is now able to be licensed off to salon owners in both Australia and overseas. Along with the marketing materials serena also developed a 50 page training manual and 1 day course to support the training of Trichogenesis licensees. A hair loss suffer herself, Serena see’s this business as her calling and her chance to give back to society and to help hair loss suffers get their confidence back, one bald head at a time!