GPI Beauty, a global leader in innovative beauty packaging and turnkey solutions, has appointed Erin Tidwell as senior sales director, West Coast. In this strategic role, Tidwell will spearhead sales strategy and strengthen key partnerships to drive growth across the western United States.
Tidwell brings more than a decade of high-level experience in the beauty and retail sectors. Most recently served as director of business development at Murad for three years, focusing on brand growth and revenue performance.
She also spent nearly seven years at Ipsy, advancing through various brand partnership leadership roles, where she was instrumental in developing strategic collaborations within the digital commerce and subscription space.
According to Maria Marshall, general manager of GPI Beauty, Tidwell’s "results-driven mindset" will be crucial as the company expands its footprint and continues to offer sustainable, tailored packaging solutions.
Tidwell will collaborate with GPI’s global teams to manage the lifecycle of beauty products from initial concept through to commercialization.
