Sally Beauty

Sally Beauty Holdings Inc. has made two hires as it works to build up its e-commerce operations.

The company has added Kevin Metz as vice president of e-commerce and Vanathy Lakshmi as vice president of digital product.

The hires are part of Sally’s plan to create “a consumer-driven digital environment that operates seamlessly in partnership with our stores and supply chain,” according to Sally Beauty chief executive officer Chris Brickmany.

Metz will lead the growth plan for North America, including the Sally Beauty and Cosmo Prof web sites, mobile apps, portals and integrations with retail stores and third-party online marketplaces.

Before joining Sally Beauty, Metz was chief marketing and digital officer at Stuller, the jewelry supplier. Before that he worked in e-commerce at Caché, and prior to that, was an e-commerce director at Ulta Beauty.

Lakshmi will oversee the digital guest experience. She was more recently senior director of digital product at Walmart, and has also worked in digital for Pier One, Academy Sports and Frontgate.

Sally Beauty has been working for several years to turn around its business. In early January, the retailer unveiled a branch relaunch that positions the store as a place to buy salon-quality products to be used in the home, supported by national advertising. That effort also includes the launch of the Sally Crew influencer program, where five beauty influencers will partner with the retailer with a one-year $150,000 contract.

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