AMBER WILLIAMS

Global Beauty Strategist + Luxury Beauty Executive
Former VP of Brand Strategy at Front Row (previously School House)

I am the former VP of Brand Strategy at Front Row (previously School House) - a global creative agency dedicated to building & accelerating today's most influential beauty brands. In this role, I led the Strategy & Design department, overseeing market research, brand naming, brand positioning, tone of voice development, & messaging strategy. Clients included Ami Cole, amika, Clarins, Elemis, Eve Lom, La Mer, Maed Beauty, Makeup by Mario, Nopalera, Shani Darden, and Tata Harper. I am a luxury beauty brand consultant with over 15 years of experience in developing, redefining, & scaling brands across category sectors, including makeup, fragrance, skincare, & haircare. My specialty lies in leveraging consumer insights to help global luxury brands create & sustain cultural relevance in US markets through distinct positioning, identity development, retail activations, & strategic product launches. My career in brand strategy is underpinned by deeply emotional storytelling at the intersection of beauty, commerce, & culture. My brand stories have landed recognition for a global portfolio of clients in publications such as Allure, Vogue, Elle, Forbes, Fast Company, Essence, Oprah Magazine, BeautyMatter, & more. I have taught branding frameworks to thousands of entrepreneurs across the US, the UK, & the continent of Africa. I serve as a Beauty Brand Advisor & Instructor in The Tory Burch Foundation Fellows Program & was the Lead Brand Strategist for Sephora Accelerate 2022-2023.

About me

Amber Williams is a luxury beauty brand consultant with over 15 years of experience in developing, redefining, and scaling brands across category sectors, including makeup, fragrance, skincare, and haircare. Her specialty lies in leveraging consumer insights to help global luxury brands create and sustain cultural relevance in US markets through distinct positioning, identity development, retail activations, and strategic product launches. Amber’s career in brand strategy is underpinned by deeply emotional storytelling at the intersection of beauty, commerce, and culture. Her brand stories have landed recognition for a global portfolio of clients in publications such as Allure, Vogue, Elle, Forbes, Fast Company, Essence, Oprah Magazine, BeautyMatter, and more. Amber has taught her branding frameworks to thousands of entrepreneurs across the United States, the United Kingdom, and the continent of Africa. She serves as a Beauty Brand Advisor and Instructor in The Tory Burch Foundation Fellows Program and was Lead Brand Strategist for Sephora Accelerate 2022-2023.

SCHEduLE 30-60 MINUTES TO DISCUSS

• Beauty Brand Building
• Brand + Product Positioning
• Consumer Insights
• Cultural Brand Relevance
• Customer Targeting
• Emerging + Luxury Beauty
• Sephora Strategy
• Voice + Messaging Development

How it works

[01]

find

Explore and connect with our industry experts, seasoned brand builders, & trusted advisors.

[02]

schedule

Choose a time that fits your schedule.

[03]

connect

SHARE CONTEXT, ASK QUESTIONS, LEAN IN, AND GET ANSWERS.

FAQ

• How do office hours work?

  Office Hours are you direct connection to industry shapers. Browse our available Advisors, schedule a 1:1 session with them, show up and ask your questions, receive thoughtful insight.

• How long are the sessions?

  30 minute and 60 minute sessions are available. You can select the session that works best for you when you schedule.

• Can I book more time?

  Yes! You can book time with the same (or different) Advisors as you need and based on their availability.

• What if I have to cancel or reschedule?

  You can reschedule your session at least 24 hours before your call. For any cancellations, or reschedules within 24 hours of the session, we do charge a 50% fee to compensate the expert for the last minute change. Please email us and we can help.

• What if our time runs over?

  If your advisor is available to extend the session, additional time can be added in 15-minute increments.

• Is 60 minutes really enough time to help me?

  When you schedule your session you will be asked a few questions and provided the opportunity to upload pertinent documents + share social links. All projects are different and THE BOARD has you covered where ever your project leads.

• I am having trouble finding the right expert, can you advise me?

  Of course! Please email us and we would be happy to help.