Glamsquad, the omni-channel beauty brand and on-demand service app, has hired Regina Baptista as Chief Marketing Officer to help oversee the company, which now services eight cities nationwide and recently introduced a collection of makeup and hairstyling products. Regina will report to Glamsquad CEO, Amy Shecter.

Regina joins Glamsquad from IT Cosmetics, where she led all creative and brand initiatives as SVP of Global Marketing & Innovation. She was with the company since 2012 and played a critical role in taking the beauty company from a cult-favorite brand with a handful of team members to one of the fastest growing, top-selling prestige beauty brands in under three years.  Regina is credited with transforming IT Cosmetics from QVC’s bestselling brand into a major player at Sephora and Ulta Beauty.

On joining the C-Suite at Glamsquad, Regina said, “I have always admired Glamsquad’s ethos, including the creative culture, disruptive business model and the innovative technology-driven heritage of the brand. These core values are what make Glamsquad unique in the beauty space, and I am thrilled to join Amy and the team with the important task to increase brand awareness, amplify our services offerings, and deliver a bold, new and exciting point of view on product to our consumers nationwide.”

Regina started her marketing career 15 years ago at L’Oréal working on both the Redken and Matrix brands, and also assisted in the launch of several successful indie brands including GoSmile and Temptu Makeup.