Bevin O’Rourke Lee

Senior Vice President

Beauty and Wellness at Full Picture

Why is CEW membership important to you?

I remember when I first joined CEW early in my career and I was so honored to become a member and experience all the organization had to offer. It has been a great way to meet other industry professionals and network in a meaningful way.

Do you have any tips for getting the most out of CEW membership?

The website can be used as an incredible resource, whether you are at the start of your career, exploring new opportunities, or just looking to expand your knowledge within the space. I always look forward to receiving the email newsletters with profile stories and new launch news, and love attending (in person) and virtual events to learn more from the industry’s most influential decision makers.

What do you love most about working in the beauty Industry?

There is always something exciting happening as it relates to creativity or innovation – I feel like the industry is always changing and growing. I’ve seen it within my own clients over the past few years across their campaigns or new developments with formulations. The industry as a whole is very forward thinking, and I love pushing the boundaries around that – really tapping into what’s next and developing a legacy brand.

At Full Picture I manage a portfolio of brands that are both corporate and talent driven. I’ve had exposure to so many talented people from all different disciplines that become interested in beauty and I get to be included in their process and strategize their brand launch. It’s been remarkable to witness some incredible successes that brands have had that have become benchmarks in the industry.

Do you have any career regrets or something you wish you would have done differently? If so, what, and how did you learn from it?

I care a great deal about getting it right every time, and hindsight is always 20/20. There’s always something you can point out looking back that could have been executed better or different, and then you just need to apply that to future learnings. I’ve learned that I have to trust my gut, as my intuition is really my guiding force and this has become one of my most valuable assets. That, and don’t be afraid to pivot sooner. While we plan for months in some cases, the most critical decisions end up being the ones that are made in the moment. This is where I can pull from my years of experience to find the best solution and move forward in a way that serves the end goal. This is a skill I’ve cultivated over the years and my only real “regrets” are times that I didn’t follow it.

What advice would you give someone who is inspired by your career and one day wants to be in a similar position?

I think it’s important to take every opportunity as the chance to grow and learn. If you’re looking into an external role like mine, working at an agency and managing a roster of clients, it is key that you are able to manage people, both on your team and on the client side. So I would say developing these skills early in your career will help you in the long run. I’ve learned how to manage many different types of personalities and it’s something that needs to be navigated delicately. One style of communication may not be the best fit across the board for different clients. Communication is crucial and you have to be able to think on your feet and be strategic and creative with every email you send or phone call/zoom that you have. Those critical thinking skills are paramount to being successful in this role.

One thing that I think can be underestimated is the level of detail and planning that can go into one execution. If a client is flying into NYC for a limited time, we need to be hyper-strategic with their schedule to ensure we’re maximizing their engagement and hitting on all brand touch points – that could include top broadcast interviews inclusive of morning and late night television, key editor-in-chief meetings, as well as retailer events and activations – all within just a few days. Additionally, no matter how much you plan, things will come up where you have to make decisions on the fly, and you need to have the confidence to make a choice that will have a resounding impact on everything else.

What do you feel is the most important quality for someone to possess in order you have a successful career?

At the end of the day, I think you have to be resilient to be successful at most things. You can be talented and that combined with the tenacity to persevere will help you get through the challenging days, and allow you to celebrate the wins.