In this episode of the “Weinberg in the World” podcast, student host Smera Dwivedi interviews Katrina Gentile, VP and head of global strategy at Wella Company. Katrina, a Northwestern alum, shares her career journey from consulting at BCG to various roles in the beauty industry, including a long tenure at Estée Lauder and her current role at Wella. She discusses her passion for problem-solving, her transition from consulting to corporate strategy, and her interest in the emotionally driven beauty industry. Transcript: Smera:
Okay. Welcome to the Weinberg in the World Podcast, where we bring stories of interdisciplinary thinking in today's complex world. My name is Smera Dwivedi, and I'm your student host of this special episode of the podcast. I'm a second-year student studying chemistry on the pre-medical path, and today I'm excited to be speaking with Ms. Katrina Gentile who is the VP and head of global strategy at Wella Company. Thank you so much for taking the time to speak with me today. Katrina:
Oh, it's my pleasure. Happy to be here. Smera:
To start off with today, I would just like you to go ahead and introduce yourself. Katrina:
So, hi. I'm Katrina Gentile. I am a proud Northwestern alum. I graduated class of 2008. I have spent my career in various business fields. I was an econ and math double major at Northwestern, and I started my career in consulting at BCG right out of undergrad. After that, I've spent the rest of my career in the beauty industry, so from consulting, went to Estée Lauder in a corporate strategy role for two years, and then after that, spent about eight years operating at Estée Lauder. In between, I got my MBA. And after Estée Lauder, spent a couple of years in startup land at a couple of indie brands in the beauty space before joining Wella at the beginning of this year as the head of strategy.
So really thrilled to be a part of the Wella Company journey. It's a long history, a 140-year company, but only four years as an independent company so we're trying to figure out not just, we're grown up, but we're still trying to figure out what we want to be when we grow up, and that's a large part of my role.
That's me personally. I have a mom, I have two little kids, six and three, and most of my free time is with them on whatever it is they want to do. Smera:
That's adorable. So how did you end up picking Wella or end up being where you are now? Katrina:
Well, where I am now is a bigger question than Wella. Maybe I'll start with the bigger question and then get to Wella. I ended up where I am now for two reasons. One, I've always loved solving problems. I remember doing word searches as a kid, math books, and it sounds corny, but it was always something like puzzles and games and crosswords and things like that was just always something that kept my mind busy. And that's actually what really led me to consulting because consulting is all about solving problems for companies.
And I truly believe BCG is the best job, first job for any person. And not just BCG, but consulting in general. I had a really incredible formative experience there. I use those skills every day, not just in this role, but in every role I've had. And I ended up using that BCG platform to go to Estée Lauder and start in corporate strategy and then ultimately operate.
Beauty has always been something I've been interested in personally as a consumer, but more because I find beauty to be a very emotionally driven category, and it's about making someone feel good, and I love that. I love that about what I do. And so when the opportunity arose to go to Estée Lauder, I jumped at it and I had a very long career at Estée Lauder that really brought me to Wella.
And I think doing my detour in startup land, Wella is a happy medium, and that's why I joined the company. I'm excited about this role and continue to be excited about this role. We are a mid-sized, I would say, company. We're not as big as Estée Lauder, but we're not as small as a startup. We're somewhere in the middle and we're trying to establish what the future looks like for our company.
Right now we're owned by a private equity firm called KKR. And KKR doesn't want to own us forever. No private equity wants to own any asset forever. So it's a really exciting journey to say, "Okay, what does our company look like in a post-KKR world? What do we want to be? How do we want to establish ourselves? What capabilities do we need to build to get there?" And from a strategy perspective, for someone like me who likes solving problems, there's a lot of them to solve. So that's been the common thread in my career, and that's ultimately what brought me to Wella company. Smera:
Got you. Okay, that makes sense solving problems. How did you end up deciding on Wella, or how did you find BCG or Estée Lauder as a position or a company that you could be a part of? Katrina:
So look, it was very different in my day when I went to Northwestern. I understand now that people apply for summer internships a long time before the internship happened. When I was in college, that was not a thing. So I remember going through recruiting for my BCG summer internship through campus recruiting. I think I went through it in January and my summer started in June. It was not a long gap, and I found it just by knowing that consulting was of interest and going to the campus recruiting sessions and signing up for the campus interviews and then doing a campus interview. So it was a very straightforward path for me at BCG.
And from BCG, again, I am going to date myself here, but finding my first job at Estée Lauder was just a, it was a very similar process. Lauder posted a job on BCG's job board. I applied for it, and I interviewed for it. But in a lot of ways, I think things are more difficult today. I mean, I watch people going through consulting interview processes, and I hear people talking about how much farther in advance it is and how fewer spots there are, or I guess more people applying for more spots so the take rate is lower. So I fully recognize that my journey is a little bit different, but that was my path, at least to BCG and Lauder.
From Lauder, it's been much more about my network. And that's one piece of advice that I really give to everybody is this concept of a network seems so theoretical, I think, and it did to me too, until you have to use it. And when I left Estée Lauder and was looking for what I wanted to do next, I was senior enough in my career that it was no longer like a job gets posted, you apply for it and you get interview and you get it. A lot of these, especially in beauty and especially in some of these industries that are a little more tight-knit, a lot of positions aren't posted. A lot of positions are done through someone who knows someone who knows someone or private equity companies who have this network of executives that they place in roles.
And what I found actually is that when I left Estée Lauder, both of the startups I worked for were people I'd worked for at Estée Lauder or worked with at Estée Lauder, worked alongside at Estée Lauder who were looking for someone, and neither of the jobs I had were posted publicly. They were both word of mouth through my network that I ended up working there. And Wella was similar. So my old boss at Lauder is now at KKR who owns Wella Company, and she introduced me to my now boss at Wella.
So all of that to say, I think I can't stress enough how every person you interact with may come back somewhere. Just today I was talking to our new head of HR, and it turns out she's also a Northwestern alum and we overlapped when we were there. And it's really crazy how we didn't know each other at Northwestern, but it's really crazy how small the world is and so my best advice to people is it's never too soon to start making genuine connections. It's never too soon to start engaging with people and asking them what they're interested in and talking to them about what you're interested in because you never know when it'll come back and when you'll be looking for something or someone that they might have something or someone for. Smera:
Right. Okay, this makes sense. So you said your advice is to expand your network, make sure you are networking. What's the best way you can ensure you're doing that because it's nice to say, but that putting it into- Katrina:
You know what? I don't actually actively network. I don't go to networking events. Well, I guess sometimes I do, but always because I'm genuinely interested in the event, not because I want to broaden my network. My network has been built by genuinely engaging with people that I meet and I work with. So I didn't go to a networking event and meet people, though I know that that is a viable way. I'm a little bit of an introvert in some ways, and I'm not very good in those situations where I don't know anyone and I'm like, it's hard for me to find my way. I actually find I do best just by talking to people in confined settings that I know.
So every job, every internship I've had, I've really stayed in touch with people, even if it's just quick emails or texts or following them on Instagram and DM-ing them sometimes. And to me, that feels much more authentic. It's something that I do because I choose to, not because I have any sort of motive. And what I realized when I was looking to leave Lauder and then when I was looking for this new role at Wella about a year ago, is that even people that I hadn't done that or spoken to or texted with in the last three or four years, because I had genuinely invested them in them at the time that I worked with them, when I reached back out of the blue, they were always willing to help, always willing to answer an email, always willing to answer a call.
And a couple of those people ended up helping me find really meaning
