Simpactful is excited to welcome two exceptional leaders, Tuan Tu and Charlene Zappa, as Senior Consultants. With decades of experience in Marketing innovation, Brand Management, and transformative growth strategies, Tuan and Charlene bring an unparalleled depth of knowledge to Simpactful’s clients in the Beauty, Durables, and Food and Beverage consumer goods sectors.
Tuan Tu: Driving Disruptive Growth in Beauty and Skincare
With over 22 years of Beauty experience leading top brands such as Paula’s Choice, Revlon, and CoverGirl, Tuan Tu joins Simpactful as a recognized expert in full-funnel marketing, digital transformation, and disruptive innovation. Tuan has redefined brand success by pioneering data-driven, multi-channel strategies that accelerate brand awareness, customer engagement, and profitability across Color Cosmetics, Skincare, and Haircare.
Tuan’s impact in the beauty industry includes spearheading viral campaigns, such as the widely popular #Paula’sChoice and #Lottabody initiatives, which captured social media attention and drove significant trial and engagement. His leadership at CoverGirl transformed the brand’s advertising approach, boosting digital media investments from 3% to over 50% of the budget, yielding 200% to 300% higher returns than traditional media. Tuan has a proven track record of launching disruptive innovations in cosmetics, haircare, and skincare that grew market share and exceeded sales targets.
Tuan’s core values of passion, growth, and family are his North Star. He thrives as a brand marketer, constantly expanding his horizons through art, culture, and travel. Family is paramount to him and his partner, and they enjoy living in sunny Florida, near their loved ones. He concludes, “Joining Simpactful provides an exciting opportunity to leverage my expertise in ROI-driven digital marketing and omnichannel brand-building to help clients unlock new levels of growth.”
Charlene Zappa: Elevating Iconic Brands with Brand Strategy and Innovation
Charlene Zappa, former CMO and EVP with The J.M. Smucker Co., P&G, and Fiskars, brings her strategic prowess in building billion-dollar brands like JIF, Folgers, Gillette Venus, and Pantene to Simpactful. Known for her creative and results-oriented approach, Charlene has launched award-winning campaigns globally, earning recognition from Cannes, Clios, and Nielsen, as well as being named one of Finland’s Top 100 Women Decision-Makers.
Charlene’s expertise in brand-building and innovation extends to both high-profile and underdog brands, blending strategic thinking with insights that resonate deeply with consumers and retailers alike. A passionate leader, Charlene believes in leveraging effective organizational design, building capability and fostering culture and inclusivity to drive meaningful change. “I am thrilled to join Simpactful’s team of experts, where I can apply my experience in brand storytelling, strategic marketing and functional leadership to help clients create winning strategies, incredible brands and organizations poised to win in today’s competitive landscape,” she said.
Expanding Simpactful’s Expertise in Beauty, Brand-Building, and Consumer Marketing
Heather Burgess, Simpactful Senior Partner, shared her excitement: “With Tuan and Charlene’s deep understanding of brand and channel dynamics, we’re poised to deliver even more value to our clients across sectors and to add capacity to our existing multi-functional expertise in Mass and Specialty Beauty. Their unique insights and experience in launching successful campaigns and managing high-growth brands across channels align perfectly with Simpactful’s mission to provide innovative, impactful solutions.”
Ready to Transform Your Brand? Simpactful can help!
For more information about how Simpactful can support your brand and growth strategy with experts like Tuan and Charlene, contact us at contact@simpactful.com or 925-234-6384. Visit www.simpactful.com to learn more.
