GPI Beauty, a global provider of innovative beauty packaging and turnkey solutions, appointed Erin Tidwell as Senior Sales Director, West Coast.

In this role, Tidwell will drive sales strategy, strengthen key customer partnerships, and support continued growth across the western United States.

In her new role, Tidwell will focus on building strategic relationships with emerging and established beauty brands, identifying new business opportunities, and collaborating closely with GPI Beauty’s global teams to ensure seamless execution from concept through commercialization.

Maria Marshall, General Manager, said, 

“We are excited to welcome Erin to GPI Beauty. Her deep understanding of brand dynamics and thoughtful approach to client needs will be invaluable as we strive to provide the highest level of support to our clients. As we expand our footprint on the West Coast, Erin’s results-driven mindset will empower us to not only meet but exceed our customers’ expectations, offering sustainable and innovative packaging and turnkey solutions tailored to their needs.”

Tidwell brings over a decade of experience across the beauty and retail sectors, with a strong focus on strategic partnerships and commercial development.

Most recently, she served as Director of Business Development at Murad for 3 years, where she spearheaded initiatives focused on accelerating brand growth, expanding distribution opportunities, and enhancing revenue performance across key channels.

Tidwell also spent nearly seven years at IPSY, advancing through various roles, including Director of Brand Partnerships, Senior Brand Partnerships Manager, and Brand Partnerships Manager.

During her tenure, she helped develop strategic collaborations with leading beauty brands and supported category expansion within the subscription and digital commerce space.

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