Charlene Etienne

I attribute my success to a combination of ambition and resilience.

I’ve always had big dreams and a deep desire to challenge myself, and I never outgrew that. As I progressed in my career, especially building it in a highly competitive industry like beauty and marketing, and doing so on another continent, I learned that talent alone isn’t enough, you need persistence.

I don’t see obstacles as stop signs. If one door closes, I look for another entry point. I chase opportunities. That tenacity (the refusal to give up on long-term goals) has been essential.

But equally important is self-belief. Even when I had to prove my value in new environments, I didn’t doubt that I belonged there. That internal conviction allowed me to keep moving forward, even when the path wasn’t obvious.

Success, for me, has been about staying ambitious, staying adaptable, and never losing sight of the bigger vision.

The best advice I ever received was to start building relationships earlier than I felt ready to.

For a long time, I delayed networking because I didn’t feel legitimate enough. I struggled with imposter syndrome and thought I needed to “prove myself” before reaching out, asking questions, or putting myself out there. When I moved to the U.S., I quickly realized how critical relationships are, especially in a competitive, fast-moving industry like beauty.

Building your personal brand and expanding your network early on is not optional; it’s foundational. But it has to be done the right way. You need to stay authentic and be genuinely curious about other people and their journeys. Lead with respect, not self-promotion.

And most importantly: don’t devalue yourself, and don’t put others on a pedestal either. Everyone, regardless of age or experience, has something to teach and something to learn.

First, I'd say take the time to truly understand who you are. What you value, what you stand for, and what makes your perspective different. The beauty industry is vibrant, creative, and filled with passionate people, but it is also highly competitive. Clarity about your own identity is what will differentiate you long term.

Second, go above and beyond. Your early experiences are foundational. So be reliable, be thoughtful. Leave a strong impression in every room you enter: this industry is smaller than it seems, and relationships compound over time.

My last advice would be to stay relentlessly curious. Marketing, especially in beauty, evolves at an extraordinary pace. Consumer behavior shifts, platforms change overnight, technology (and the rise of AI) transforms the way we communicate. What worked yesterday may not work tomorrow, therefore you need to keep learning, build new skills and continuously add range to your expertise.

One of the biggest shifts in marketing right now is the rise of AI and how fundamentally it is redefining our roles.

Many people see AI as a threat to creativity or to marketing jobs. I see it as an amplifier. It forces us to elevate our thinking. Execution is becoming faster and more automated, which means strategy, judgment, and taste matter more than ever.

I don't believe AI is not replacing marketers but more that it’s reshaping what makes a great one. The ability to interpret data, craft clear positioning, ask better questions, and maintain a strong brand voice becomes even more critical in an AI-driven environment.

For me, it’s an opportunity. It pushes me to continuously expand my skill set, understand emerging tools, and think more structurally about marketing systems rather than just campaigns. The professionals who will thrive are those who stay adaptable and learn how to collaborate with technology rather than compete against it.

Staying aligned with my values is essential to me, both professionally and personally. I care deeply about purpose, authenticity, and integrity. I want my work to reflect what I genuinely believe in. When those things are aligned, I wake up excited because I’m not just doing a job, I understand why I’m doing it.

I also value discipline and consistency. Ambition is important, but long-term growth comes from showing up every day, even when motivation fluctuates. Fitness has played a big role in reinforcing that mindset for me. It reminds me that progress is built through repetition, patience, and commitment, principles that apply just as much to career as they do to physical strength.

Ultimately, I strive to build a life and a career that feel coherent, where what I say, what I believe, and what I do are aligned.