Welcome to View from the Top—a series where I sit down with CMOs and marketing leaders to explore the future of our industry. Marketing has always moved fast, but with the acceleration of AI, evolving privacy expectations, and shifting consumer behaviors, we’re in a moment of unprecedented transformation. My goal with these conversations is to uncover how top leaders are navigating this new terrain—and share insights we can all apply.

For the very first installment, I had the pleasure of speaking with Kelly Waldher, CMO of Zendesk. And today it is my pleasure to sit down and speak with Alejandra Tenorio VP of Digital Marketing for RMS Beauty.

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Roli: You’ve built your career in beauty and wellness marketing. From your perspective, what makes this category uniquely challenging—or exciting—for marketers? And how have shifting consumer expectations influenced the way brands connect with their audiences today?

Alejandra: From my perspective, what makes beauty and wellness marketing uniquely exciting is how every facet of the category ladders up to a singular, strategic vision. Reflecting on my career—from my early days in editorial, covering the latest beauty innovations, to the more comprehensive digital work I lead today—it’s been fascinating to see how it all connects. This industry demands that marketers stay deeply in tune with daily trends, hyper-attuned to real-time consumer behavior, and nimble in exploring new strategies. In an increasingly saturated e-commerce landscape, success comes from being both agile and intentional—crafting brand experiences that truly resonate with today’s consumer. That blend of strategy and creativity is the art of our industry, and what I find most exciting.

Roli: Consumers’ increasing distrust of third-party cookies has marketers rethinking how they personalize. How is RMS Beauty approaching zero- and first-party data collection to create personalized, yet respectful, customer experiences?

Alejandra: We’re deeply committed (or hyper obsessed, as I like to say) to creating personalized customer experiences that feel both intentional and respectful. With the decrease in third-party cookie tracking enabled by consumers, we’ve leaned into zero- and first-party data through engaging, value-driven touchpoints—most notably our gamified quiz experiences on-site. These interactive tools not only help customers find the best products for their unique needs, but also allow us to collect meaningful insights directly from them. This approach enables us to tailor content, product recommendations, and communication in a way that feels organic, not intrusive—ultimately fostering trust and building long-term loyalty.

Roli: Acquisition costs continue to rise, putting even more pressure on retention. What have you found to be the most impactful strategies for driving loyalty and encouraging repeat purchases at RMS?

Alejandra: With rising acquisition costs, naturally the attention shifts more towards retention strategies.  We’ve seen the most impact by doubling down on personalized experiences, thoughtful post-purchase touchpoints, and giving customers reasons to stay engaged—whether that’s through loyalty perks, exclusive access, or curated content. It’s all about finding simple, meaningful ways to stay top-of-mind and build trust over time.

Roli: AI and automation are reshaping the future of marketing. How is RMS Beauty embracing these tools to work smarter—not just harder—and where do you see the biggest opportunities for innovation?

Alejandra: I am personally very excited about how AI can help us scale creative testing and content personalization, making it easier to stay nimble while continuing to provide a thoughtful, tailored brand experience.

Roli: As a seasoned leader in the beauty and wellness industry, what advice would you give to marketers navigating today’s fast-changing landscape—especially those trying to build brand love in a crowded space?

Alejandra: My advice is to always stay true to your brand’s core values while being flexible enough to adapt to change. In a crowded space, building brand love comes down to authenticity and emotional connection. People want to feel like a brand understands them, not just as consumers, but as individuals. Focus on delivering meaningful, personalized experiences that feel genuine, whether through storytelling, customer interactions, or innovative product offerings. And never underestimate the power of community—loyal customers who feel seen and heard will become your strongest advocates.

Roli: And now, our signature closer. If AI could take over one annoying task in your workday (or life), what would it be and why?

Alejandra: I laughed when I read this question because my answer isn’t exactly groundbreaking—but it’s honest. If AI could take over one task, I’d love for it to help me keep up with personal texts. I’m embarrassed to admit I’m that person with 200+ unread messages and always a few days behind in the group chats.

Roli: This was a lot of fun, Alejandra!  Thank you for taking the time to share your experience and learning with the Marketing community.