Bellabox bolsters leadership team

BellaBoxBellabox has appointed Stephanie Michel and Carmel Morganti into newly created leadership roles to support the company’s next stage of growth.

Former Bellabox e-commerce director, Michel, has been promoted to CMO, while ex-News Corp Group sales director, Morganti, will assume the role of commercial director.

Together they will help drive member acquisition, secure strategic brand partnerships and build a solid product sourcing pipeline.

Bellabox was one of the first subscription boxes to launch in Australia, based on a similar beauty concept in the US, Birchbox.

It works with more than 900 beauty brands to create more than 40,000 customised boxes for its members every month across Asia-Pacific.

Having already grown 45 per cent from FY14, the company is aiming to hit the 70,000 member milestone within 12 months. It has raised more than $7 million in funding to date from investors including Allure Media (a subsidiary of Fairfax Media), Lance Kalish, Elevation Capital, SquarePeg Ventures, and Apex Capital Partners.

CEO and co-founder of Bellabox, Sarah Hamilton, said the appointments were pivotal to ensure momentum was maintained as the business transitioned from an early stage to a late stage start up.

“Bellabox’s two recent appointments mark a very exciting time for the business as we ramp up our growth efforts both in Australia and Singapore,” said Hamilton.

“Bellabox is about leveraging brand partnerships to deliver members an amazing gift of products each month to trial in the comfort of their home. While we continue to have strong organic growth, we believe there is still a massive opportunity to focus on building customer acquisition and working with brands that have not yet partnered with bellabox to get their products into the hands of potential customers.”

As CMO, Michel will lead the marketing team across Australia and Singapore, positioning the bellabox brand as a beauty authority for members and brand partners. She will oversee the business’ online performance strategy and ensure customers’ online and offline experience is best across markets.

Morganti will be charged with leading the brand partnerships team to build and grow relationships.

“We are confident the ladies’ combined expertise and local market knowledge make them a natural fit for their roles to take our relationships with customers and product partners to the next level,” said Hamilton.



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