Alisa Marie Beyer
Founder

As the President of The Benchmarking Company, Alisa works hard to know what women are doing, thinking, feeling, and buying, and what they want from their beauty brands.  By interviewing and meeting with thousands of women annually on behalf of clients like Estee Lauder, Mary Kay, L’Oreal, L’Occitane, Kao Brands, Fresh, Bath & Body Works, Nestlé and Victoria Secret’s Beauty, Alisa helps companies understand what it takes to gain customer attention and brand loyalty. Through the many planning and ideation sessions she has conducted with both small and large clients, to the complete go-to- market plans she has authored, Alisa helps shape marketing strategies and build brands.  As a beauty industry expert in high demand, Alisa also serves as the Global Beauty Brand Strategist for Breakthrough in Beauty, consulting on the development develop and launch of new beauty care lines.

In addition to her work with beauty manufacturers, Alisa consults with industry trade associations including the Beauty Professional Association and the Day Spa Association, for which she has recently been elected to serve as a member of the Advisory Board as the Chair of its Survey and Studies Committee.

Following are a few highlights from projects Alisa Marie has completed in the last 24 months.

• Created name and brand stories for four beauty lines
• Tested national advertising materials in 20 focus groups for a 4 billion dollar beauty giant
• Wrote plan to launch a revolutionary beauty retail store concept for a 15 million dollar online retailer
• Identified a fragrance market segment for a billion dollar beauty brand via an online consumer survey
• Profiled the current consumer of a 350 million dollar fashion powerhouse to segment for beauty offering
• Developed a next level launch brand strategy for a 5 million dollar skin care line
• Ran an ideation session for a 100 million dollar mature beauty brand that needs revitalization
• Developed a strategic brand overhaul for a 10 million dollar professional skin care line
• Developed a consumer insights training boot camp for a leading professional beauty association

The Benchmarking Company is an evolution of Alisa’s entrepreneurial career. From attending an all-women’s college (which she loved!) to working as a bridal model to building a women’s swimwear company from scratch, most of Alisa’s professional career has centered on women. She has a history of dedication to and investment in women and business. She was a founding investor of WomenAngels.net, the country’s first all-female angel investment club.

Previously, Alisa was the founder and president of The ProMarc Agency, one of the fastest-growing and most respected business marketing and public relations firms in the United States. While driving The ProMarc Agency’s growth, Alisa acquired, grew, and sold Globescope Internet Services Inc., a Web site development company for embassies. In 2001, Hill & Knowlton acquired The ProMarc Agency. Shortly thereafter, Alisa was selected to serve as the general manager of the Washington, D.C., office of Hill & Knowlton and as a member of the company’s executive committee. Alisa also founded AXM Swimwear in early 2003 to design, manufacture, and wholesale a collection of women’s designer swimsuits. In December 2004, AXM Swimwear was bought by MODE PLAYA, the largest swimwear manufacturer in Mexico.

She has published numerous articles on marketing and research and has been a lecturer at the Wharton School of the University of Pennsylvania on entrepreneurship. In 2007, Alisa was a featured speaker at Cosmoprof, HBA, Spa Owners & Operators and the Professional Beauty Association.

Alisa is a magna cum laude graduate of Wilson College, with a degree in economics and English. She is a member of the Day Spa Association, Marketing Research Association, Cosmetic Executive Women and the Cosmetic, Toiletry, and Fragrance Association. She and her husband, Thomas, have three children, Maximilian, Megan and Benjamin, all still in single digits!