Sheila Hulsey is the VP of New Business Development at The Woods & Co. A fully-integrated marketing agency with an expertise in beauty, wellness, fitness, and fashion. We specialize in earned media, influencer seeding, social media, and content creation. I have led New Business at The Woods & Co since 2013. The position has given me a deep understanding of the beauty industry and what it takes to emerge as a leader in the highly competitive space. Marketing is an ever-changing industry, and the highlight of my career has been changing and pivoting with the shifts. We currently take an omnichannel approach to marketing which involves pulling content across multiples channels and platforms to make the most impact for a brand.Especially, when you are working with an Indie company, and we are trying to accelerate their brand fast and furiously.
The marketing landscape has changed immensely, and we’ve learned a lot. Currently, many of strategies revolve around content creation, influencer seeding, getting the most eyeballs possible on our earned media placements, and growing our clients' follower base and engagement on Instagram as the primary platform to reach the consumer directly. We have had to change many of our tactics and now have a robust creative team and treatment lounge in our NYC office to ensure decision makers in the beauty industry interface with our clients face-to-face. I would say our ability to constantly pivot in the industry has kept us ahead of the pack. It’s imperative to stay ahead of the curve in any industry and stay forward thinking. You want to catch the wave way before it’s mainstream. I also cherish my teammates. In an industry that can be harsh at times, I truly believe we have the most helpful and kind team I have ever known in the marketing industry.
Another benefit of my position is trying new beauty products and reviewing them on my Instagram. I also get to scout new beauty trends and innovation in the industry. I regularly frequent, Blue Mercury, Sephora, ULTA, CVS, Whole Foods, and listen to numerous beauty and marketing podcasts. Beauty is your Business is one of my favorites! My first love has always been skincare, and at this point, I would consider myself a skincare expert. I also love a good red lip and natural haircare. I had devastating acne when I started my career at The Woods & Co, and I was soon able to cure my acne through a lot of research, meetings with dermatologists, MD’s, and speaking with owners of skincare brands. I have a strong desire to help others through their skincare concerns; whether it’s anti-aging or finding the correct products for their skin type.
In my free time, I’m an avid writer. I also love fitness! I go to the gym and meditate every day. I am a strong believer in having a positive attitude, healthy mind, and never give up attitude, whether it’s in business or fitness. My favorite workouts are spin class, yoga, gymnastics, running, tennis, weight training, and swimming. I love to share my beauty tips, beauty products reviews, wellness tips, and fitness journey on my Instagram @beauty.off.duty. I’ve been in sports since I was seven years old, and I’ve strongly immersed myself in the beauty industry for the last eight years. I try to uphold a lifestyle that supports environmental awareness, mind and body alignment, healthy eating and using natural, vegan and organic beauty products. I also love to attend just about any beauty expo from The Indie Beauty Show, Expo West, Beautycon, Cosmoprof, and The Makeup Show. I’m always happy to lend a helping hand when it comes to beauty advice or meet and greet at a show, so feel free to say hello to me @beauty.off.duty!
My Goal of the Day: To focus on others, learn to listen, and pay attention to the details.
My Thought of the Day: “If you are not growing, you are dying”.
My Action of the Day: Smile at everyone I come in contact with.
My Deed of the Day: I try to become more environmentally conscious each day. Whether it’s not using plastic straws, trying to cut out all things made of plastic, recycling, conserving energy and water, and supporting brands with environmental and sustainable initiatives.
My Tip of the Day: Make time to say positive affirmations to yourself. Believe in yourself, the value you bring to society and your work, and remember to breathe.
My Pic of the Day:
A Day in My Life:
What do you love most about Your City?
I love Redondo Beach due to the relaxed vibe of the city and of course, the beach! My activities usually revolve around running the beach, and the weather is out of this world. It’s relaxing to have a cup of coffee in the morning while hearing the ocean and watching the fog. It brings so much inspiration to my day!
Favorite breakfast meal & restaurant?
My favorite breakfast meal is greek yogurt and a banana. I also make a protein shake every other day. If I want to mix it up, I will throw in a green shake made of spinach and grapes. My favorite restaurant is The Kettle in Manhattan Beach.
What are you doing at:
6:00 AM – Most likely fumbling to the kitchen to find coffee.
10:00 AM - I’m usually on a conference call with a beauty brand at this point of the day discussing best marketing practices and taking a deeper dive into the brand to find a targeted strategy to fit their needs/goals
12:00 PM - Eating a nutrient packed salad and turkey sandwich!
7:00 PM - Heading to my nightly workout.
11:00 PM - Responding to e-mails regarding marketing projects and watching a good show on Netflix.
What drink do you need to get through the day and at the end (and how many)?
I drink one matcha tea, one SUTRA superfood Gold Latte, two cups of coffee, and 8 glass of water per day!
Most used App/Favorite Instagram Account?
My favorite app is Fitbod and my favorite Instagram account is @Thewoodsandco
What should everyone try at least once?
Everyone should try meditation once in their life. The more I grow, I find everything is about mental fortitude. The stronger your mind is, the more I realize I can accomplish anything. I find meditation helps with my overall emotional health, attention span, self-awareness, and reduces stress. I’m able to think more clearly if I start my day out by meditating. I highly suggest it!
Where do you enjoy getting lost?
I enjoy getting lost in my workouts with my music turned up. I’m also known to get lost in a good marketing podcast!