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GPI Beauty Names New Sales Director

Erin Tidwell is the new Senior Sales Director, West Coast, at GPI Beauty.

By: Beauty Packaging Staff

Climbing the rungs of the corporate ladder—here’s the latest news about beauty and packaging industry executives in new positions. GPI Beauty is featured in this edition of our “Fast Track” column.

Congratulations in your new role!

GPI Beauty has announced the appointment of Erin Tidwell as Senior Sales Director, West Coast. In this role, Tidwell will drive sales strategy, strengthen key customer partnerships, and support continued growth across the western United States.

Erin Tidwell

Tidwell brings more than a decade of experience across the beauty and retail sectors, with a strong focus on strategic partnerships and commercial development. Most recently, she served as Director of Business Development at Murad for 3 years, where she spearheaded initiatives focused on accelerating brand growth, expanding distribution opportunities, and enhancing revenue performance across key channels.

Earlier in her career, Tidwell spent nearly seven years at IPSY, advancing through various roles, including Director of Brand Partnerships, Senior Brand Partnerships Manager, and Brand Partnerships Manager. During her tenure, she was instrumental in developing strategic collaborations with leading beauty brands and supporting category expansion within the subscription and digital commerce space.

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