Title: Senior Director and Head of Insights
Company: IPSY
Location: Danville, California, United States
Smriti Sheth, Senior Director and Head of Insights at IPSY, has been recognized by Marquis Who’s Who Top Executives for dedication, achievements, and leadership in the field of Consumer Insights and market research.
Mrs. Sheth’s illustrious career spans two decades, marked by her expertise in understanding consumer behavior and driving innovation. At IPSY, she dedicates 60 to 70 percent of her efforts to research projects that align with the company’s strategic goals. Her role also involves mentoring her team and gathering impactful stories that contribute to business objectives. Additionally, Mrs. Sheth manages administrative tasks and budgets.
Before joining IPSY, Mrs. Sheth was employed by Facebook in Menlo Park, California, which eventually rebranded as Meta, from 2018 to 2021. Initially hired as the lead market researcher to help Facebook launch its first consumer hardware product in market called Portal. She then expanded her role to head up AR/VR customer engagement insights team to map their customer journeys.
Mrs. Sheth’s transition from Meta to IPSY was driven by a desire to build out the insights function and return to the beauty industry, a field she first explored at Procter & Gamble. This move allowed her to apply her insight expertise within a subscription business model, presenting a unique challenge she eagerly embraced.
Mrs. Sheth’s career also included contributions as the director and head of market research and insights at Nokia in Sunnyvale, California, from 2016 to 2018, during which time she built out the insights function from scratch under the chief marketing officer. Earlier roles included global insights manager, global insights associate director of international home care, and global insights associate director of innovation insights at The Clorox Company in Oakland and Pleasanton, California, between 2010 and 2016. As the global insights associate director of international home care, her major contribution was developing a new innovation process for international businesses throughout Latin America, the Middle East, and North aFRICA.
Before her tenure at The Clorox Company, Mrs. Sheth garnered success at Proctor & Gamble in Cincinnati, Ohio, as a consumer market manager from 2004 to 2010. Her career began with engineering co-op roles at BP in Lima, Ohio, from 2001 to 2003 and a summer internship at Johnson Controls in Holland, Michigan, in 2000.
Mrs. Sheth’s academic background includes a Bachelor of Science in chemical engineering from the College of Engineering at the University of Cincinnati in 2004. This degree was pivotal in shaping her analytical skills and strategic thinking. Mrs. Sheth has paid her wealth of knowledge forward through her recent teachings as a guest speaker at the User Insights talk at UC Berkeley Extension.
Active in her community, Mrs. Sheth has been affiliated with various organizations. She has served at Procter & Gamble Alumni’s Northern California chapter as a board member. Likewise, she is involved with the Insights and Analytics Forum at Procter & Gamble. Furthermore, she is also proud to have been invited to participate on several panels, such as “Leadership Presence,” “Career/Life Balance,” and “Insights Expert,” especially when given the opportunity to inspire younger women. Likewise, Mrs. Sheth enjoys volunteering within her community and at her children’s schools.
Mrs. Sheth’s accolades include the Eye for Beauty Award from the CMK Leadership Team in 2005, an Entrepreneurship Award from the Clorox Company in 2011, Coach of the Year by the Cleaning Division Leadership team in 2011, and a Curiosity Award from the Global Insights Leadership Team in 2012. Looking ahead, she aspires to reach a C-suite position where she can effectively influence companies to prioritize customer-centric decision-making processes.
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