The Professional Beauty Association (PBA), the largest and most inclusive national trade organization representing the professional beauty industry, kicked off its 9th annual Executive Summit with the first of three Digital Sessions on June 9th, 2022. In keeping with the overall theme of “Leading Change,” the first Digital Session covered B2B collaboration and the future of distribution with a focus on Artificial Intelligence (AI) and how it can help distributors identify critical customer behavioral trends for a personalized funnel-based marketing approach. Using AI, customer insights can be used to completely personalize the sales experience and transform what was previously an impersonal digital transaction into a humanized, relationship-based experience. The session looked through the lens of the distributor on how AI can make teams stronger, the customer experience more personal, and how collaboration and insights can inform decision making. Leading the discussion were Guy Lacey, Vice President of Salon Services Pro; Mark Dancer, NAW Institute for Distribution Excellence Fellow; and Benji Cohen, Founder & CEO of Proton AI. The session can be viewed on demand at probeauty.org/execs.

Two additional Digital Sessions lead up to the main live event, all connected through the theme of “Leading Change.” The second Digital Session, “Build Your Salon & Spa Culture to Build Your Business,” is targeted to Salon & Spa professionals and will take place on August 22nd at 11am PT/2pm ET. A panel of salon and spa experts, including Nikki Le of Statements, The Salon in Woodbridge, Virginia; Najah Aziz of Like the River Salon in Atlanta, Georgia; and James Alba of The B Hive Organic Salon in Hillsdale, New Jersey will dive into how they have created education environments, rich and inclusive cultures, sustainable salon solutions, and a consistency to deliver a guest experience that creates raving fans. The discussion is moderated by beauty industry expert Geno Stampora. To register, visit probeauty.org/execs.

The third and final Digital Session, The Convergence of Beauty, is tailored specifically for manufacturers. It is scheduled for September 13th at 11am PT/2pm ET. More details will be released soon.

The three Digital Sessions lead up to the main live event, located at the Omni Scottsdale Resort & Spa at Montelucia in Scottsdale, Arizona, on November 16 and 17, 2022. Featuring Keynote Speakers Brian Solis and Heather McGowan, the 2022 Executive Summit is expected to sell out, so attendees are encouraged to register early.

Brian Solis is an award-winning author and global keynote speaker currently serving as Global Innovation Evangelist at Salesforce. His work focuses on thought leadership and research that explores digital transformation, innovation and disruption, CX, commerce, and the cognitive enterprise. He not only helps audiences understand what’s happening and why, he visualizes future trends and inspires people to take leading roles in defining the future they want to see. Brian will be leading a session titled “Leadership 2.0: Leading Past Digitization to Build a Culture of Innovation” with a focus on building innovative organizations by breaking free from the rigid processes and risk-averse cultures that hold companies and employees back.

Heather McGowan is a thought leader, researcher, and author focused on transforming mindsets and entire organizations around the globe with her message about how the next phase of work will focus on continuous learning, rather than simply learning once in order to work. Her groundbreaking approach to learning has made employees more fulfilled and innovative, leaders more potent and empathetic, and businesses more effective at reaching their goals in a rapidly evolving market. Heather will be leading a session called “The Future Company: Culture and Capacity” to help businesses examine why companies that endure and thrive will be those that can clearly articulate and nurture their culture while continuously expanding their capacity.

“With the evolution in consumer behavior, we have seen a seismic shift in how businesses need to operate,” shares PBA Executive Director Nina Daily. “Navigating the new world of beauty requires agility, an understanding of convergent channels, a focus on cross-industry collaboration, and leader that fuel cultures to champion innovation. The Executive Summit is the perfect platform for beauty leaders to come together to connect and collaborate with the shared goal of uniting and elevating the beauty industry through this evolution.”

To learn more about the Executive Summit and register, visit probeauty.org/execs. Press and media can request passes by contacting press@probeauty.org.

For more information on the Professional Beauty Association or to join now visit probeauty.org

PBA Kicks Off its 9th Annual Executive Summit