GROWTH & TRANSFORMATION LEADER
Karima Holland McDaniel is a growth and transformation executive with more than 20 years of experience helping beauty and wellness consumer brands launch, scale, reposition, and navigate periods of significant change.
She has served in both Chief Marketing Officer and President & General Manager roles, leading businesses across Fortune 500, private equity-backed, public company, founder-led, and startup environments.
SELECTED EXPERIENCE
Neutrogena / Johnson & Johnson
- Built foundational expertise in brand management, portfolio strategy, commercialization, and retailer partnerships at the #1 dermatologist-recommended skincare brand in the United States.
- Led major innovation initiatives, category growth strategies, and business-building programs across multiple portfolios.
Rodan + Fields
- Helpped scale the business from approximately $600M to more than $1B in revenue during its rise to the #1 skincare brand in North America.
- Managed a $475M+ portfolio and partnered directly with TPG Capital on strategic growth initiatives.
NewAge
- Promoted twice in two years to ultimately serve as Global Chief Marketing Officer for a portfolio spanning 12 brands and 50 countries.
- Led marketing integration through a four-company acquisition convergence and directed nine simultaneous global rebrands while maintaining business continuity and commercial performance.
4U by Tia
- As President and General Manager, built a celebrity-founded haircare brand from launch to national retail distribution, securing placement in Walmart, CVS, Amazon, Target.com and beauty supply channels.
- Led the brand through distressed sale following bankruptcy of joint venture partner, and managed through ownership transition, and continued growth under new ownership.
Transformation & Growth Leadership
Throughout her career, Karima has led organizations through periods of significant change, including:
- Acquisition integrations and portfolio convergence
- Global brand and portfolio restructures
- Pipeline development and rearchitecture
- Ownership transitions and distressed business environments
- National retail expansion and omnichannel growth
- Commercialization of new brands, products, and growth platforms
KNOWN CMO
Through KNOWN CMO, Karima partners with founders, CEOs, executive teams, and investors to create the clarity, alignment, and commercial infrastructure required for sustainable growth.
Her work sits at the intersection of brand strategy and business strategy—helping organizations define where they are going, align teams around a clear plan, and build the systems required to execute with confidence.
Define the Brand. Build the Business.
