Behind the Product: 4 C-Suite Women in LA’s Top Companies Redefining the Consumer Landscape
To remain competitive in today's dynamic market, D2C companies have to quickly adapt to shifting consumer preferences and shopping habits. McKinsey's latest State of the Consumer report reveals key trends, including a growing willingness among consumers to experiment with new brands, which is a shift sparked by pandemic-related supply chain disruptions. As consumers explored alternatives, brand loyalty declined across demographics. Additionally, the health and wellness trend continues to thrive, reflecting a growing emphasis on personal well-being. Surprisingly, middle-class consumers in Europe and the United States are planning to increase their discretionary spending, despite rising living costs.
As consumer trends continue to evolve, some companies stand out by adeptly capturing these shifts. Here are four remarkable female C-suite executives in Los Angeles-based companies who are at the forefront of these changes. They are not only steering their companies through these uncertain times but are also redefining the future of their industries with their leadership and influence.
Food & Beverage
Wouleta Ayele is the Chief Technology Officer at Sweetgreen, a leading multi-billion dollar restaurant chain. With her extensive experience spanning technology, retail, and the foodservice industries, she brings exceptional leadership and expertise to her role. Since joining Sweetgreen in 2021, Wouleta has been instrumental in leading the technology team to enhance the company’s supply chain, restaurant operations, and digital platforms, supporting Sweetgreen’s growth and innovation. Before her tenure at Sweetgreen, Wouleta served as the Senior Vice President of Technology at Starbucks. There, she played a key role in developing brand-differentiating capabilities through business intelligence, data services, enterprise architecture, and emerging technologies. Her career also includes significant experience at global giants such as the Coca-Cola Company, Hyundai, Attachmate Corporation, and Ciba-Geigy pharmaceutical, where she honed her expertise in technology and strategy. Wouleta’s leadership at Sweetgreen has been a driving force behind the company's focus on enhancing customer satisfaction through innovative technology.
Consumer Packaged Goods
Carla Vernon is the Chief Executive Officer of The Honest Company, marking a significant milestone as the first Afro-Latina CEO of a publicly traded company. Before stepping into her current role in January 2023, Carla held prominent positions at major corporations such as Amazon, where she was the Vice President of Consumables, and General Mills, where she served as President of the Natural and Organic Foods division. At Amazon, she was instrumental in driving revenue growth across several key product categories. Her dynamic career trajectory and strategic vision have earned her recognition as one of Time's top Latino business leaders of 2023. Under her guidance, The Honest Company has redefined its market strategy, focusing on profitability and innovative growth, while successfully increasing annual revenue by 10% in 2023.
Fintech
Kelly Uphoff is the Chief Technology Officer at Tala, where she plays a pivotal role in harnessing fintech to empower underserved people in emerging markets. At Tala, with a valuation of $800M, Kelly's leadership is instrumental in creating platforms that enable individuals to launch and grow their businesses, reflecting her passion for fostering economic empowerment and innovation in the tech industry. Before joining Tala, Kelly honed her data science expertise at Netflix, where she leveraged innovative technology strategies to drive global expansion and enhance customer engagement. Furthermore, while at GEICO she focused on improving customer retention, showcasing her ability to deliver impactful solutions across industries. She also served in the Peace Corps in the Republic of Georgia, where she helped women entrepreneurs start and manage small businesses. Kelly's career journey began in social good and has come full circle, now leveraging technology to further her commitment to societal impact.
Retail & Commerce
Emma Grede is the Chief Executive Officer and Co-Founder of Good American, a fashion brand she launched with Khloe Kardashian, renowned for its dedication to size inclusivity and body positivity. Her leadership extends to her influential roles as a founding partner and Chief Product Officer at Skims, Kim Kardashian’s acclaimed shapewear line, and as co-founder of Safely, a plant-based home care brand created with Kris Jenner. Emma's transformative efforts have redefined how consumers perceive body image and established new benchmarks for inclusive business practices. Through her visionary leadership of a billion-dollar empire, Emma continues to drive meaningful change and innovation, solidifying her legacy as an influential force in the industry.
By embracing change and pioneering new paths, these trailblazers are shaping the future of their sectors and inspiring a new generation to lead with vision and resilience. As they continue to navigate the complexities of the modern market, their contributions underscore the critical role of diverse leadership in driving sustainable success and growth.
-Kiswana