Born and raised in Paris (France) from a Colombian Mother and French father, Guillaume has always evolved in a cosmopolitan environment, and shown curiosity to the world around him.

Guillaume is a true consumer-centric leader, creating desire for the brands he manages and onboarding Salons and consumers alike to his modern vision for luxury professional Brands and communicative passion for the industry.

Since joining Kerastase and Shu Uemura in 2016, first as the Head of marketing and as General Manager since 2021, Guillaume has elevated the presence of Kerastase in the USA, to thrive in a modern Omni channel ecosystem, while staying true to its professional Heritage and Luxury DNA anchored in Science and Care.

Under his leadership, Kerastase has successfully launched award winning products and innovations like “Kerastase Blond Absolu, The Genesis collection formulated to strengthen hair and reduce hair breakage, or recently Kerastase Symbiose a Luxurious anti dandruff haircare solution ”

Through focus on perfect execution Online and Offline, Kerastase keeps growing its awareness and engagement with clients and stylists in the United states, recruiting many salons to its professional network, while elevating its retail and service Luxury offerings.

Guillaume has also worked for the Professional Product Division at L’Oreal USA since 2010. He holds a Master’s Degree in Marketing and communications, and a post graduate (French DESS) in International business from the Paris Dauphine University.