The Happi Podcast: Albert Chong, VP of Digital Marketing at ILIA Beauty

Albert Chong, Vice President of Marketing at ILIA Beauty, knows a thing or two about expanding your brand in the personal care industry.

Since joining the company in 2019, he has led the clean beauty business in innovating the customer experience and driving global growth. from blog pages, placement on Shopify and much more!

Founded by Sasha Plavsic, ILIA Beauty believes that skincare and makeup are one. Its formulas are designed with active levels of skincare ingredients that protect the skin from environmental stressors.

Family C Venture
French investment company founded by Prisca Courtin-Clarins under the aegis of Family C, the Courtin Clarins family holding company, agreed to acquire clean makeup Mark Ilia Beauty. The idea is that the deal will give the holding company a leader in the booming clean beauty category, which is expected to see significant growth in the coming years.

Chong helped ILIA grow.

ILIA is known for its clean beauty makeup products.

Over the past 11 years, he has launched and grown several direct-to-consumer e-commerce brands and teams, achieving remarkable success and growth in a short time. Throughout his career, Chong has brought executive leadership and a digital problem-solving focus to global brands, delivering effective results in customer acquisition, customer retention, customer experience, customer and web analytics and product management. His expertise adds significant growth value to DTC brands ranging from $0-1M, helping to grow them into 8-figure brands, over an impressive 1-2 year time frame.

Highlights of his time at ILIA include partnering with Nacelle to implement headless technology and improved development workflows, resulting in improved customer experience across the site. He also implemented ILIA’s Find My Shade and Compare Shades features, allowing customers to virtually match skin tones to product undertones.

Over the past year, he has grown ILIA’s customer experience team from one to fifteen, to support future initiatives to continue meeting customer desires. Using a growth performance marketing approach, Albert has executed diligent digital work to solve problems and elevate the consumer journey.

Chong holds a degree in Business Administration and Information Technology from the British Columbia University of Technology. He currently resides in Seattle and is an e-sports video game enthusiast. He credits his leadership, execution, strategy skills, and growth mindset to playing competitive video games early in his life and applied it to his work/life.