Liliya's Luxy Hair Story starts in 2010, when her paths crossed with Mimi Ikonn, Luxy Hair's co-founder, through a mutual connection. During this time, Luxy Hair was in its exciting first stages, and Liliya happened to be in the right place at the right time, modeling the first set of Luxy Hair Extensions to ever be produced (220g Chocolate Brown). Fast forward a few years later, Liliya had just graduated university with her heart set on a bank job, which just wouldn't pan out. She decided to apply for the Customer Service position that was available at Luxy Hair at the time, joined the team and has worn multiple hats throughout her career, working her way up to Digital Marketing Manager.
At the time, I didn’t know that this would lead to the most happy and fulfilling years of my life so far.
So what exactly does your position entail?
I lead digital marketing and e-commerce efforts to help Luxy Hair grow! Customer acquisition and retention, advertising, e-mail marketing, optimizing the website, among many others.
What does a typical day at the office look like for you?
At first I was going to say 'it’s different each day' but then realized that despite the multitude of tasks that vary from day to day, I have a routine! Here's what goes down in my day:
Walk into our beautiful Luxy Hair HQ space. Pour myself a tall glass bottle of water. Get some fresh OJ and berries from the fridge when I’m feelin’ a little snack. Clean my laptop screen, plan my day in my Productivity Planner, get my noise-canceling headphones and here starts the most productive part of my day until lunch—which as everyone in the office knows very well, happens at noon sharp. After catching up with the team at lunch, the afternoons are normally when meetings and more collaborative projects take place.
Why do you like working at Luxy Hair?
The first reason is the culture. Our team is absolutely incredible and I am so grateful to be working alongside and learning from such inspiring people every single day. The atmosphere in our office is incredible, full of laughter and positivity. We work hard and we play hard, and that is what I love the most.
The second reason is the growth, both professional and personal. I am never bored and I continue to learn and grow every single day, which is very important to me. I have also grown so much personally during my time with Luxy Hair.
What is your approach to developing Luxy Hair’s marketing strategy?
I try to put myself in the shoes of the consumer instead of being on the other side. What I think I would want to see as a consumer, is what I try to implement into our strategy. How can we deliver value? How can we educate, transform, and inspire? These are all questions I come back to daily.
What’s the title of the current chapter of your life?
I'm a married twenty-something gal who loves working hard and playing hard, continuously learning and exploring about myself and the world.
What quirks do you have?
As my teammates would probably point out, I like to prep my food before I eat it. I like to take my time to organize what’s on my plate to ensure that every single bite (and especially the last bite) is rationed so that I can enjoy that perfectly balanced bite. Every. Time.
What’s the best way to start the day?
Waking up well rested, in no rush, and going through my morning routine.
Who inspires you to be better?
My loved ones.
What is your favorite Luxy perk?
Remote Fridays (any commuter will know) and weekly catered healthy lunches! So grateful.
Favorite song right now?
'How Deep Is Your Love' - Bee Gees