UCelessa Baker, iPhini likaMongameli we-Marketing Cooperation eSephora USA, uzibophezele ekuguquleni indlela iSephora exhumana ngayo nabathengi, egxile ekusunguleni ubudlelwano obungebona bendabuko emikhakheni yezemidlalo, umculo kanye nosaziwayo. Indlela kaBaker yokusebenzisana ibilokhu iqala ngemiyalezo yangasese ye-linkin, ehlanganisa uthando lwakhe ngobuhle kanye nokumaketha nesizinda sakhe esihlukahlukene ukuze adale ubumbano olungajwayelekile nolumangalisayo.
UCelessa Baker nethimba lakhe baqala ukuthumela imiyalezo yangasese kulabo abamthakaselayo ku-LinkedIn noma ku-Instagram njalo ekuseni. “Bangaba abadlali abadumile abakhulume engqungqutheleni, noma i-CEO yesitolo sekhofi, noma umphathi wezokuvakasha wenkanyezi ekhulayo,” kusho uBaker, iphini likamongameli wokubambisana kokumaketha eSephora. “Kungakhathaliseki ukuthi kuyimidlalo, osaziwayo noma umculo, uma nje sicabanga ngomlingani ofanele, sizongena kuzo zonke izinkambu.” UBeck nethimba lakhe bazinikele ekudaleni ubudlelwano obungavamile kulo mbuso wokuthengisa ubuhle - izivumelwano ezingaphezu kokulindelekile. Izibonelo zakamuva zifaka uchungechunge lwemibhalo oluneziqephu ezintathu oluthi “Musical Faces” olukhiqizwe yiSephora, olwasungulwa ku-Hulu ngoJanuwari. Kulolu chungechunge, abaculi uChapelle Roan, uVictoria Monet noBecky G badala ukubukeka kwezimonyo okuhlukile futhi bahlola izingqikithi zobuciko nobuhle. Futhi ngoJanuwari, iSephora yamemezela ubudlelwano beminyaka eminingi neligi yabesifazane esanda kusungulwa yebhasikidi yochwepheshe i-Unrivaled, ehlanganisa i-salon yobuhle yezindawo zeligi eMiami. Ngo-Ephreli, iSephora yembula ukuthi ithole amalungelo okuqamba indawo engamamitha-skwele angu-31,000 yeqembu le-WNBA's Golden State Valkyrie e-Oakland. I-Sephora Performance Center iyinkundla yasekhaya yaleli qembu lebhola lomnqakiswano labesifazane abangochwepheshe. Izinkundla zalo, amakamelo okushintshela, izindawo zokuphumula, kanye nezindawo zokuzivocavoca nezokuqeqesha konke kuzosebenzisa uphawu lomkhiqizo weSephora. “Senze konke okusemandleni ethu ukuthola la mathuba okungena emakethe kuqala,” kusho uBaker. Konke lokhu kubambisana kwaqala ngokumaketha okuqondile (DM). Ngaqaphela ukuthi kwakudingeka siphonse amanethi ayi-100 ukuze sithole amathuba amahle ayi-10 futhi ekugcineni kuholele ekukhuleni ngokuzumayo kodumo. Eminyakeni eyishumi nanye edlule, uBaker wajoyina iSephora njengomphathi omkhulu wokumaketha ohlanganisiwe womnyango wezimonyo. Ngemuva kwalokho, wakhushulelwa esikhundleni njalo futhi wabamba izikhundla ezifana nePhini likaMongameli Wezokumaketha wemikhiqizo yezimonyo nokunakekelwa kwezinwele. Ekugcineni, wathola ithuba lokugxila ekubambisaneni emakethe. Indlela yakhe yomsebenzi ihlukile kakhulu. Ngaphambi kokujoyina iSephora, wayebandakanyeka embonini yezingubo zabesilisa, ukumaketha kwezemidlalo kanye nokusakaza.
Naphezu kwalokhu, ukungena ku-imboni yobuhlekwavusa uthando lwakhe olude lokuzenzela izimonyo – uthando olungalandelwa emuva ebuntwaneni bakhe obunamasiko amaningi, obuxubile kanye nobufuduki. UBeck wazalelwa eMpumalanga Ephakathi. Uyise ungumMelika Omnyama kanti unina ungum-Iran. Lapho eneminyaka eyodwa ubudala, weza e-United States nomndeni wakhe. Baqala ukuhlala eSan Francisco futhi kamuva bathuthela eRiverside, eLos Angeles. Uyise usembonini yezokuxhumana ngenkathi unina ephethe isaluni yobuhle. “Umama ungumthombo wami wokuphefumulelwa,” kusho uBaker. Wayengazi ukuthi angaluka kanjani izinwele zami ezithambile nezigobile, ngakho waya esikoleni sobuhle ukuyofunda. Ekugcineni wasebenza esaluni yobuhle futhi kamuva waphatha eyakhe. Ubuhle buyisici esingokwemvelo emasikweni akhe – i-eyeliner enhle, izimonyo zezindebe ezisindayo kanye ne-blush. Ngakhulela esaluni yobuhle kamama kusukela ebuntwaneni futhi ngabona ushintsho lwabesifazane kusukela ekungeneni esaluni kuya ekuphumeni kuyo. Ngibuka umama egqoka kahle nsuku zonke. Abesifazane base-Iran bahlala begqoka kahle lapho bephuma, noma ngabe kumane nje ukuvakashela omakhelwane babo. Kusukela kulo mbono, ngiyaqonda ukuthi ubuhle buyindlela yokuziveza, indlela yokubonisa amandla ngezindlela ezahlukene. UBeck wafunda i-biomedicine eChapman College e-Orange County futhi kamuva washintshela ekwelashweni ngokomzimba. Ngemva kwalokho, waqala ukucwaninga ukuthi angaqeda kanjani izifundo zakhe zasekolishi ngokushesha ngangokunokwenzeka ngamakhredithi ayewatholile - futhi ekugcineni wathola iziqu zokuklama inhlangano. Kodwa into ebaluleke kakhulu yenzeka ngesikhathi sakhe sasekolishi: waqala ukuthanda umculo futhi wathola i-internship esiteshini somsakazo esikhulu kunazo zonke edolobheni eLos Angeles. Lokho okuhlangenwe nakho kwakha umsebenzi wami futhi kwandisa umbono wami, kwangivumela ukuthi ngibone umhlaba wangaphandle. “Angikaze ngicabange ukuthi umculo ungaba ukukhetha umsebenzi, ingasaphathwa eyokumaketha nokuzijabulisa,” kusho uBeck. Ekugcineni waba umqondisi wokumaketha wesiteshi somsakazo we-internship futhi wathi yilapho “athandana khona ngempela nokumaketha”. Ngaphambi kwenkathi yezokuxhumana, kwadingeka ngishintshe uhlobo lonke lomkhiqizo, ngifunde ukwenza izikhangiso, ngicabange ngendlela yokuxhumana nabathengi, futhi ngidale izinhlelo zokuthengisa nezindlela ezintsha zokukhangisa. Umyeni wakhe wamanje wayehlala eSan Francisco ngaleso sikhathi. Ngokuxhumana kwakhe noSteve Harvey, owayesethula iqoqo lezingubo eMen's Wearhouse, uBaker wajoyina iqembu lokuthengisa njengomqondisi wokumaketha. UBeck waqaphela ukuthi manje “useSephora’s "egcekeni elingemuva" futhi wezwa ukukhanga kokusebenza lapho.
“Kimina, lokhu kuyisisusa – ubuhle obuphawulekayo bukaSephora kanye nokukhanga kokuba yingxenye yabo,” esho. Ukwehlukahluka kobuhle kufana ncamashi nesizinda sami kwezokuzijabulisa. Kushesha, kuyaphazamisa kakhulu futhi kuyakhazimula. Kunemibala futhi kugcwele amandla. Ngesikhathi ngijoyina iSephora, abantu abanethonya nabadali bokuqukethwe babevela, futhi babehlola ukuthi bangayisebenzisa kanjani imithombo yezokuxhumana ukuze bandise futhi bandise imiyalezo yabo yokumaketha. Lokhu kuyajabulisa kakhulu.” Ngesikhathi uBaker nethimba lakhe befuna abalingani abangaba khona, wayehlala egcina umgomo owodwa engqondweni: Ubuhle bungaba kanjani ibhuloho lokuxhumana nabantu? Imikhiqizo – nabathengisi – bafinyelela kanjani kubathengi lapho bekhona? “Kulezi zinsuku, ulwazi lwamakhasimende lufana nolwazi oluphelele,” esho. I-funnel yesikhathi esidlule yayiwukuthi, “Ngizokutshela ukuthi ngingubani kuqala.” Ngizobe sengibuya ngizokutshela ukuthi senzani, ukuze sikukhange ngemikhiqizo yethu ekhona. Ekugcineni, ngizokuholela esitolo. Kodwa isimo siyashintsha. Ukubona abathengi bexhumana nemikhiqizo ngezindlela ezahlukene, imikhiqizo kudingeka ibe yonke indawo. Ngenxa yalesi sizathu, uBaker uhlala efuna ubudlelwano obungalindelekile nobuphazamisayo - obudinga ukutshalwa kwezimali okukhulu kwabezindaba - futhi uhlola i-imeyili eyabiwe yeqembu ukuze afune amakhasimende angaba khona: labo abangase bahole izitayela, babeke izitayela, noma babe nomthelela omuhle emoyeni we-The Times ngamazwi abo nezenzo zabo. Lokhu kusenza sikwazi ukwandisa ibhizinisi lethu ngale kwabathengi bobuhle bendabuko futhi sixhumane nezithameli zethu ngendlela ehlukile. Angiyena nje umthandi wobuhle, futhi namakhasimende ethu anjalo. Yingakho iSephora kufanele ikhonze abathengi "yonke indawo". Lokhu kuyimbangela yokubambisana. Inkolelo yami ukuthi inani lakho lincike esivumelwaneni osenze ngesikhathi esidlule.
Isikhathi sokuthunyelwe: Agasti-22-2025
