Damilola Lawal is a dynamic business operations expert at MAC Cosmetics (Sub-Saharan Africa), specializing in sales and retail operations to meet the diverse needs of the West African markets. With over a decade of experience, she has delivered result-oriented solutions in sales, retail, and business operations for global brands in the beauty, consumer electronics, and healthcare sectors.
Renowned for her innovative strategies, Damilola is adept at building high-performing teams and retail salesforces. She excels in driving business development and forging strategic partnerships, enhancing brand presence at the point-of-sale channels. Her profound understanding of global corporate and retail economies sets her apart in the industry.
Damilola holds a BSc in Management Information Systems from Covenant University, Nigeria, and an MSc in International Business & Management from Bradford University, UK. She is an Associate Member of the Chartered Institute of Marketing (CIM) and a member of WIMBIZ, underscoring her commitment to promoting women’s empowerment.
Recently, Damilola participated in the #BeautyInTheMotherland event, sharing her insights on the power of personal branding as part of a distinguished panel of industry leaders. In her free time, Damilola Lawal passionately engages in beauty, mentoring, and technology.
Can you share your professional journey and how you transitioned into business operations management?
My professional journey has been a mix of exciting challenges, growth, learning, and opportunities, all guided by God’s grace. Every experience, both the highs and the lows, has shaped me into the operations management leader I am today, and I truly value each step of the way.
I started my career in IT administration and support within the healthcare sector before moving into a graduate trainee program at Samsung Electronics West Africa. After completing the program, I joined the channel team to manage distributors, where I thrived. This eventually led to a role in retail operations, where I developed my expertise in analytics, strategic planning, customer service, and process optimization.
As a retail manager overseeing multiple hubs and more than 40 stores nationwide, I discovered my passion for streamlining processes and driving efficiency. I led several key projects, from in-store executions to strategizing campaigns aimed at boosting sales. These experiences solidified my love for operational excellence.
Over time, I transitioned into roles where I managed larger teams, bigger budgets, and more cross-functional collaborations. One of my proudest achievements was achieving over 10% sales growth while expanding our retail footprint across various territories within a remarkably short period.
Along the way, I continued to deepen my knowledge and expertise in business operations management. Today, I thrive on solving complex challenges, driving efficiency, and building strategies that align with the goals of the organization. Every phase of my career has equipped me with the skills and mindset needed to excel in my field.
What sparked your interest in the beauty industry and how has your experience shaped your approach to operations management?
I’ve always had a deep appreciation for fashion and beauty. Initially, I wasn’t sure if I was passionate enough to build a career in it, but that changed as I reflected on the unique blend of creativity, innovation, and impact the industry has on people’s confidence and self-expression. I wanted to contribute to this transformation. My passion aligned naturally with my extensive knowledge and skills in business strategy and operations management, and here we are today! The combination of my passion and skillset allows me to introduce structure and efficiency to an industry that thrives on dynamism and creativity.
What skills do you think are relevant to stay up to date with industry trends and developments?
In today’s rapidly evolving environment, adaptability is crucial. Staying open to learning and being proactive in seeking new information allows you to stay ahead. Collaboration with industry peers is also invaluable for gaining firsthand insights into emerging trends and best practices. Additionally, strategic thinking is essential for discerning which trends align with organizational goals, ensuring that efforts are focused on what truly drives value.
Can you describe your experience with product development and launches?
My approach to product development and launches is rooted in meticulous planning, cross-functional collaboration, and a clear focus on delivering value to key stakeholders. I find it incredibly rewarding to see a product journey from concept to successful market entry. Through my experience, I’ve demonstrated the ability to lead and coordinate teams effectively, ensure deadlines are met, and craft launch strategies that align with broader business objectives. The success of my previous product launches and events is a testament to my commitment to driving results and delivering impact.
How do you navigate the complexities of beauty industry trends and consumer preferences?
I stay ahead of trends by regularly reviewing industry reports, attending beauty expos, and actively engaging with professional networks. Additionally, I closely monitor consumer behavior through social media platforms and influencer activities, as these often provide early insights into emerging trends and shifts in consumer preferences. By combining data-driven insights with a keen understanding of cultural shifts, I ensure that our strategies align with the evolving demands of the beauty industry.
A retail store is underperforming. What steps would you take to improve sales?
When a retail store is underperforming, it’s essential to take a comprehensive audit approach to identify the root causes before implementing targeted strategies to improve sales. My focus would be on data analysis, team alignment, customer engagement, and operational processes. I would first analyze sales data to identify trends and pinpoint underperforming areas. For example, if traffic is high but conversion rates are low, it may indicate an issue within-store customer experience or product offerings.
Can you describe a time when you implemented a process or initiative that resulted in a significant positive impact?
There are many such instances, but the one that comes to mind right now was when I spearheaded the implementation of a virtual selling initiative. This involved analyzing the current process, gathering input from key stakeholders, and designing a solution that aligned with our goals.
In a world where work-life balance has become a priority. How do you balance your personal life and work life?
I try to attend to work-related matters during working hours and take a break when I am getting overwhelmed. I also prioritize spending time with my family and friends and generally doing the things I love. Swimming is a big part of my schedule, it has a way of relaxing my body and it is great for my mind.
Can you walk us through what your day-to-day activities look like?
My day begins with a review of key performance metrics—sales figures, customer feedback, and operational data—from the previous day or week. This helps me quickly identify areas that need attention and prioritize my tasks. I then check my calendar for meetings and deadlines, draft my to-do list, and delegate tasks to my team accordingly.
Mid-morning is often dedicated to team collaboration, where we brainstorm solutions to business challenges. I ensure that everyone is aligned and equipped to execute their responsibilities effectively.
Afternoons are spent on strategic tasks, like evaluating the progress of ongoing initiatives and planning for upcoming projects. I also address any operational issues that arise. Before closing out my day, I review the progress made, follow up on pending tasks, and plan for the next day to ensure we’re set up for success.
What advice would you give to someone aspiring to be in a business operations management role in the beauty industry?
My advice to someone aspiring to this role would be to focus on building relevant skills, understanding the industry, and staying customer-focused. You also need to apply yourself and remain committed to your personal development.
