Advocating for underrepresented voices is Susan Akkad's main imperative, both inside elcompanies and out.
Akkad is the senior vice president of local and cultural innovation, a role that “didn’t exist” back when her career began. Her cultural wherewithal is what led her to the position. “I was pulled aside and asked to help the organization, brand by brand, be more relevant to non-white consumers,” she said. “It just so happened that a lot of the business experiences and contacts and market expertise I had developed set me up very well for this role.
Akkad’s previous jobs included a handful of brand roles, with a focus on marketing. “I report to our executive vice president of research and development, product innovation and packaging innovation. It looks a little odd on the outside because I’m a marketer, but it’s this fabulous fit because I drive growth with consumers of color, and I’ve taken on ageless consumers as well.
“It’s a dream job because I’m able to see something through from the first presentation of a scientist, and thinking how that might apply to skin or cultures of color, and when it comes to the brand, figuring out that special brand sauce,” Akkad continued. “I’m impacting every stage, which is a little bit unusual, but that’s one of the wonderful aspects of working in the innovation department.”
Advocating for underrepresented voices is her main imperative, both inside the organization and out. “There’s a lot happening within the overall company that really demonstrates the power of women’s voices. One of the things that’s very important and special to me is that all of our research and development innovation centers are run by women,” she said.
, which are predominantly women of color in Africa, India and Malaysia. That’s where you see the difference in the role of beauty for women.”
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