Currently, a President at Amyris overseeing both the Pipette Baby & Purecane brands, Daya has been a leader in the beauty industry for over 12 years. She most recently served as the Senior Vice President of Marketing & Product Development at Alaffia, a mission based, fair trade, natural ingredients beauty brand that spans the categories of Baby, Nutrition, Body, Hair, Face, and Home. Highlights during her tenure at Alaffia were launching the brand at Walmart in 400 brick & mortar doors and increasing the door count 200% to 1,200 within a year. Daya also co-lead the expansion of the brand within Walmart from just one department – Body – to three adding both Baby and Multicultural.
She oversaw a PR based awards strategy that landed the following corporate awards for Alaffia: 2018 US Secretary of State Business Award for Corporate Excellence, 2018 Creativity International Awards for Product Packaging, 2019 Good Housekeeping Magazine Sustainability Product & Packaging Awards and CEW Sustainability Finalist recognition in 2018 & 2019. Last year, she was personally recognized by Conscious Company Magazine on their list of World Changing Women and by INNOCOS’ Global Cosmetics Summit on their Forces of Change list.
Prior to her role at Alaffia, Daya spent a decade in the consumer packaged goods industry in New York City. Most notably, she was a marketing leader at the Estee Lauder Companies (ELC) where she had the opportunity to see the company go from privately owned to publicly traded. She also worked for several brands within the ELC portfolio such as Jo Malone London, Estee Lauder Travel Retail and Clinique, as the Director of North America Marketing. At Estee Lauder, she managed both Makeup and Fragrance categories, and at Clinique, she lead the brand’s gift with purchase (GWP) business, holiday gift sets and special events – approximately 37% of Clinique’s NA business and the #1 ranking GWP business in the country.
Industry & community involvement, as well as making a tangible social impact is extremely important to Daya. She currently holds Advisory Board positions at the following organizations: CEW’s West Coast Committee, INNOCOS Global Cosmetics Summit, Netrush, Saint Martin’s University’s Graduate & Undergraduate School of Business, Homes First Non-Profit Organization aiding affordable rental home access to low-income individuals and the Thurston County Sheriff’s Office ensuring the department’s police practices are fair and equitable to all citizens within its governance. The above are a few select examples of her leadership involvement.
Daya is originally from Boston, graduated with honors from MIT Sloan School of Management where she received an MBA in Marketing Strategy & Communications. She now lives with her family in Washington state. She has three curious and outspoken daughters all under the age of 8. In Daya’s free time she enjoys trying new products, routing for the Patriots & the Red Sox, spending time with friends, seeing new places, taking walks outdoors, wine, coffee, select craft beers and watching all things Netflix.
“The future depends on what you do today.” – Gandhi