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Sherry Baker

January 1, 2019

2005 – New York City, New York

Mention Victoria’s Secret, and the images immediately come to mind: sexy, sophisticated, ultra-feminine. Between 1999 and early 2005, Sherry H. Baker was a leader in establishing and maintaining the world famous Victoria’s Secret brand. According to Sherry, directing brand identity is key. Sherry joined Victoria’s Secret Beauty in 1999 as vice president of marketing, responsible for growing the beauty division of the company. In 2002, she was promoted to executive vice president, chief marketing officer. In 2004, she was named president of Victoria’s Secret Beauty. During Sherry’s tenure, the brand achieved double-digit profit growth. Victoria’s Secret Beauty has grown from opening its first store in 1996, to now having over 507 freestanding locations. Sherry began her career at the Colgate-Palmolive Company where she was part of the team that launched Colgate gel toothpaste. From there she went on to work her marketing and management magic at other retail companies. From 1998-1999, she was VP of Marketing at Sephora. She was the one who successfully launched the first US Sephora store in July 1998 as well as stores in the Americas, Asia and the Pacific. Prior to Sephora, Sherry was president of Halston Borghese where she reversed a three year downtrend and returned the retailer to its former, more prestigious niche. From 1990 to 1993, Sherry served as president and CEO of Swarovski Jewelry(US). While there, she introduced randing, resulting in dramatic market share growth. Sherry continues to lend her expertise by serving on advisory boards for the Fragrance Foundation, Fashion Institute of Design and Merchandising and the Cosmetic, Toiletry and Fragrance Association. She lives in New York City with her husband, Gary.