Celessa Baker, Mataimakiyar Shugabar Haɗin Kan Talla a Sephora USA, ta himmatu wajen sake fasalin yadda Sephora ke mu'amala da masu amfani da ita, tana mai da hankali kan kafa haɗin gwiwa da ba na gargajiya ba a fannoni na wasanni, kiɗa da kuma shahararrun mutane. Hanyar haɗin gwiwa ta Baker koyaushe ta fara ne da saƙonnin sirri na LinkedIn, tana haɗa sha'awarta ga kyau da tallatawa tare da asalinta daban-daban don ƙirƙirar ƙawance mara misaltuwa kuma mai ban mamaki.
Celessa Baker da ƙungiyarta sun fara aika saƙonni na sirri ga waɗanda ke sha'awarta a LinkedIn ko Instagram kowace safiya. "Suna iya zama sanannun 'yan wasa waɗanda suka yi magana a taron, ko kuma Shugaba na shagon kofi, ko kuma manajan yawon shakatawa na wani tauraro mai tasowa," in ji Baker, mataimakin shugaban haɗin gwiwar tallan a Sephora. "Ko wasanni ne, shahararru ko kiɗa, matuƙar mun yi la'akari da abokin tarayya mai dacewa, za mu shiga cikin dukkan fannoni." Beck da ƙungiyarta sun sadaukar da kansu don ƙirƙirar haɗin gwiwa na musamman ga wannan daular dillalan kayan kwalliya - haɗin gwiwa da ya wuce tsammanin. Misalai na baya-bayan nan sun haɗa da shirin shirin gaskiya mai matakai uku "Musical Faces" wanda Sephora ta shirya, wanda aka ƙaddamar a Hulu a watan Janairu. A cikin jerin, mawaƙa Chapelle Roan, Victoria Monet da Becky G sun ƙirƙiri salon kwalliya na musamman kuma sun bincika jigogi na fasaha da kyau. Hakanan a cikin watan Janairu, Sephora ta sanar da haɗin gwiwa na shekaru da yawa tare da sabuwar ƙungiyar ƙwallon kwando ta ƙwararrun mata da aka kafa Unrivaled, wanda ya haɗa da salon kwalliya don wuraren gasar a Miami. A watan Afrilu, Sephora ta bayyana cewa ta sami haƙƙin sanya suna ga wurin da ƙungiyar Golden State Valkyrie ta WNBA ke shiryawa mai faɗin ƙafa 31,000 a Oakland. Cibiyar Ayyukan Sephora ita ce gidan ƙungiyar ƙwallon kwando ta mata ƙwararru. Filin wasanta, ɗakunan canza kaya, wuraren shakatawa, da kuma wuraren motsa jiki da horo duk za su yi amfani da tambarin alamar Sephora. "Mun yi iya ƙoƙarinmu don nemo waɗannan damarmaki don fara shiga kasuwa," in ji Baker. Duk waɗannan haɗin gwiwar sun fara ne da tallan kai tsaye (DM). Na fahimci cewa dole ne mu jefa raga 100 don nemo damammaki 10 masu kyau kuma daga ƙarshe suka haifar da shahara ba zato ba tsammani. Shekaru goma sha ɗaya da suka gabata, Baker ta haɗu da Sephora a matsayin babbar manajan tallan haɗin gwiwa na sashen kayan shafa. Bayan haka, an ci gaba da ɗaukaka ta kuma ta riƙe mukamai kamar mataimakiyar Shugaba ta Talla don samfuran kayan shafa da kula da gashi. Daga ƙarshe, ta sami damar mai da hankali kan haɗin gwiwar kasuwa. Hanyar aikinta ta bambanta sosai. Kafin ta shiga Sephora, ta tsunduma cikin masana'antar suturar maza, tallan wasanni da watsa shirye-shirye.
Duk da haka, shiga cikinmasana'antar kwalliyaya tayar da sha'awarta ta dogon lokaci ga kayan shafa - sha'awar da za a iya samowa daga yarintarta ta al'adu daban-daban, jinsi daban-daban da kuma baƙi. An haifi Beck a Gabas ta Tsakiya. Mahaifinsa Baƙar fata ne kuma mahaifiyarsa 'yar Iran ce. Lokacin da take da shekara ɗaya, ta zo Amurka tare da iyalinta. Sun fara zama a San Francisco sannan daga baya suka ƙaura zuwa Riverside, Los Angeles. Mahaifinta yana cikin masana'antar sadarwa yayin da mahaifiyarta ke gudanar da salon kwalliya. "Mahaifiyata ita ce tushen wahayi na," in ji Baker. Ba ta san yadda ake tsefe gashina mai laushi da lanƙwasa ba, don haka ta je makarantar kwalliya don yin karatu. Daga ƙarshe ta yi aiki a salon kwalliya kuma daga baya ta gudanar da nata. Kyau wani abu ne da ya zama ruwan dare a cikin al'adarta - kyakkyawan eyeliner, kayan shafa mai nauyi da kuma ja. Na girma a salon kwalliya na mahaifiyata tun ina ƙarama kuma na shaida canjin mata daga shiga salon kwalliya zuwa barin sa. Ina kallon mahaifiyata tana yin ado da kyau kowace rana. Matan Iran koyaushe suna yin ado da kyau lokacin da suka fita, koda kuwa kawai don ziyartar maƙwabtansu ne. Daga wannan mahangar, na fahimci cewa kyau wani nau'i ne na bayyana kai, wata hanya ce ta nuna kuzari ta hanyoyi daban-daban. Beck ta yi karatun likitanci a Kwalejin Chapman da ke Orange County daga baya kuma ta koma yin aikin motsa jiki. Bayan haka, ta fara bincike kan yadda za ta kammala karatunta na kwaleji da sauri da darajojin da ta samu - kuma daga ƙarshe ta sami digiri a fannin ƙira a cikin ƙungiya. Amma wani abu mafi mahimmanci ya faru a lokacin karatunta na kwaleji: ta kamu da son kiɗa kuma ta sami horo a babban gidan rediyo na birni a Los Angeles. Wannan ƙwarewar ta tsara aikina kuma ta faɗaɗa fahimtara, wanda ya ba ni damar ganin duniyar waje. "Ban taɓa tunanin kiɗa zai iya zama zaɓin aiki ba, balle tallatawa da nishaɗi," in ji Beck. Daga ƙarshe ta zama darektan talla na gidan rediyon horon kuma ta ce a can ne ta "faɗi da gaske da son tallatawa". Kafin zamanin kafofin watsa labarun, dole ne in sake fasalin dukkan alamar, in koyi yadda ake yin tallace-tallace, in yi tunani game da yadda ake hulɗa da masu amfani, da kuma ƙirƙirar tsare-tsaren tallace-tallace da hanyoyin tallatawa masu ƙirƙira. Mijinta na yanzu yana zaune a San Francisco a lokacin. Ta hanyar haɗin gwiwa da Steve Harvey, wanda a lokacin yake ƙaddamar da tarin kayan sawa a Men's Wearhouse, Baker ya shiga ƙungiyar dillalai a matsayin darektan tallan. Beck ta fahimci cewa yanzu tana "cikin "Bayan gidan Sephora" kuma ya ji daɗin yin aiki a can.
"A gare ni, wannan abin ƙarfafa gwiwa ne - kyawun Sephora da kuma jan hankalin kasancewa cikin sa," in ji ta. Bambancin kyau iri ɗaya ne da na samu a fannin nishaɗi. Yana da sauri, yana da matuƙar tayar da hankali da kuma ban sha'awa. Yana da launuka masu kyau da kuma cike da kuzari. Lokacin da na shiga Sephora, masu tasiri da masu ƙirƙirar abun ciki suna tasowa, kuma suna binciken yadda za su yi amfani da kafofin sada zumunta don faɗaɗa da faɗaɗa saƙonnin tallan su. Wannan abin farin ciki ne ƙwarai." Lokacin da Baker da ƙungiyarta ke neman abokan hulɗa, koyaushe tana tuna manufa ɗaya: Ta yaya kyau zai iya zama gada don sadarwa tsakanin mutane? Ta yaya samfuran kasuwanci - da dillalai - ke isa ga masu amfani a inda suke? "A zamanin yau, ƙwarewar abokin ciniki ta fi kama da ƙwarewa ta gaba ɗaya," in ji ta. Maɓallin da ya gabata shine, "Zan gaya muku wanene ni na farko." Sannan zan dawo in gaya muku abin da muke yi, don jawo hankalinku da kayayyakinmu na yanzu. A ƙarshe, zan jagorance ku zuwa shagon. Amma yanayin yana canzawa. Ganin masu sayayya suna hulɗa da samfuran ta hanyoyi daban-daban, samfuran suna buƙatar kasancewa ko'ina. Saboda wannan dalili, Baker koyaushe yana neman haɗin gwiwa da ba zato ba tsammani da rikice-rikice - wanda a cikinsa yana buƙatar saka hannun jari mai yawa na kafofin watsa labarai - kuma yana zurfafa cikin imel ɗin da ƙungiyar ta raba don neman abokan ciniki masu yuwuwa: waɗanda za su iya jagorantar sabbin abubuwa, saita sabbin abubuwa, ko kuma suna da tasiri mai kyau akan ruhin The Times ta hanyar maganganunsu da ayyukansu. Wannan yana ba mu damar faɗaɗa kasuwancinmu fiye da masu sayayya na gargajiya da kuma mu'amala da masu sayayya ta hanya ta musamman. Ba wai kawai ni mai sha'awar kwalliya ba ne, haka nan abokan cinikinmu. Wannan shine dalilin da ya sa Sephora ya kamata ta yi wa masu sayayya hidima "ko'ina". Wannan shine ainihin haɗin gwiwa. Imani na shine cewa ƙimar ku ta dogara ne akan yarjejeniyar da kuka yi a karo na ƙarshe.
Lokacin Saƙo: Agusta-22-2025
