Celessa Baker, Visi Perezida w’Ubufatanye mu by’Ubucuruzi muri Sephora muri Amerika, yiyemeje kuvugurura uburyo Sephora iganira n’abaguzi, yibanda ku gushyiraho ubufatanye butari ubwa gakondo mu bijyanye na siporo, umuziki n’ibyamamare. Uburyo Baker yakoranaga bwatangiye akoresha ubutumwa bwihariye bwa linkedin, buhuza ishyaka rye ry’ubwiza n’ubucuruzi n’amateka ye atandukanye kugira ngo habeho ubufatanye budasanzwe kandi butangaje.
Celessa Baker n'ikipe ye batangira kohereza ubutumwa bwite ku bantu bamushishikaza kuri LinkedIn cyangwa Instagram buri gitondo. Baker, visi perezida ushinzwe ubufatanye mu kwamamaza muri Sephora, yagize ati: “Bashobora kuba abakinnyi bazwi cyane bavugiye muri iyo nama, cyangwa umuyobozi mukuru w'iduka rya kawa, cyangwa umuyobozi w'urugendo rw'icyamamare kiri kuzamuka.” “Byaba siporo, ibyamamare cyangwa umuziki, igihe cyose dutekereje ku mufatanyabikorwa ukwiye, tuzagera mu nzego zose.” Beck n'ikipe ye biyemeje gushyiraho ubufatanye budasanzwe kuri ubu bwami bw'ubucuruzi bw'ubwiza - ubufatanye burenze ibyo abantu biteze. Ingero za vuba aha zirimo urukurikirane rw'inyandiko ndende rw'ibice bitatu "Musical Faces" rwakozwe na Sephora, rwatangijwe kuri Hulu muri Mutarama. Muri uru rukurikirane, abahanzi Chapelle Roan, Victoria Monet na Becky G bakoze isura yihariye yo kwisiga no gusesengura insanganyamatsiko z'ubuhanzi n'ubwiza. Muri Mutarama kandi, Sephora yatangaje ubufatanye bw'imyaka myinshi na shampiyona nshya ya basketball y'abagore ya Unrivaled, irimo salon y'ubwiza y'ahantu shampiyona ibera i Miami. Muri Mata, Sephora yatangaje ko yabonye uburenganzira bwo kwita izina ahantu hafite uburebure bwa metero kare 31.000 habera ikibuga cya WNBA's Golden State Valkyrie i Oakland. Ikigo cy’imikino cya Sephora ni cyo kibuga cy’ikipe y’abagore y’umwuga ya Basketball. Ibibuga byayo, ibyumba byo kwambariramo imyenda, aho abantu baruhukira, ndetse n’ibigo by’imyitozo ngororamubiri byose bizakoresha ikirango cya Sephora. Baker yagize ati: “Twakoze ibishoboka byose kugira ngo tubone aya mahirwe yo kubanza kwinjira ku isoko.” Ubu bufatanye bwose bwatangiye no kwamamaza mu buryo butaziguye (DM). Nabonye ko tugomba gukoresha imbunda 100 kugira ngo tubone amahirwe 10 meza kandi amaherezo tugire icyamamare gitunguranye. Hashize imyaka 11, Baker yinjiye muri Sephora nk'umuyobozi mukuru ushinzwe kwamamaza mu ishami ry’ubwiza. Nyuma y’ibyo, yazamuwe mu ntera ahora akora imirimo nka Visi Perezida ushinzwe kwamamaza mu bijyanye no kwisiga no kwita ku musatsi. Amaherezo, yabonye amahirwe yo kwibanda ku bufatanye ku isoko. Inzira ye y’umwuga iratandukanye cyane. Mbere yo kwinjira muri Sephora, yakoraga mu nganda z’imyambarire y’abagabo, kwamamaza siporo no gusakaza.
Nubwo bimeze bityo, kwinjira muriinganda z'ubwizaYamuteye imbaraga zo kwisiga kuva kera – ishyaka rishobora gukomoka mu bwana bwe bw’abantu b’amoko atandukanye, amoko avanze n’abimukira. Beck yavukiye mu Burasirazuba bwo Hagati. Se ni umwirabura w’Umunyamerika naho nyina akaba umunya-Irani. Afite umwaka umwe, yaje muri Leta Zunze Ubumwe za Amerika n’umuryango we. Babanje gutura i San Francisco nyuma bimukira i Riverside, Los Angeles. Se akora mu itumanaho mu gihe nyina ayobora salon y’ubwiza. Baker yagize ati: “Mama ni we soko yanjye y’ibitekerezo.” Ntiyari azi uburyo bwo gukaraba umusatsi wanjye w’umuhondo kandi ugororotse, bityo yagiye kwiga mu ishuri ry’ubwiza. Amaherezo yakoze muri salon y’ubwiza hanyuma aza kwikorera iye. Ubwiza ni ikintu kiranga umuco we – indorerwamo nziza, kwisiga iminwa miremire no kwisiga. Nakuriye muri salon y’ubwiza ya mama kuva nkiri muto kandi niboneye impinduka z’abagore kuva mu kwinjira muri salon bakajya mu kuyivamo. Ndeba mama yambara neza buri munsi. Abagore bo muri Irani bahora bambara neza iyo bagiye hanze, nubwo byaba ari ukujya gusura abaturanyi babo gusa. Muri uru rwego, ndumva ko ubwiza ari uburyo bwo kwigaragaza, uburyo bwo kugaragaza imbaraga mu buryo butandukanye.” Beck yize biomedicine muri Chapman College muri Orange County, nyuma aza guhindura imikorere y’umubiri. Nyuma y’ibyo, yatangiye gukora ubushakashatsi ku buryo yarangiza amasomo ye ya kaminuza vuba bishoboka akoresheje amanota yari yarabonye - amaherezo abona impamyabumenyi mu gushushanya imikorere. Ariko ikintu cy’ingenzi kurushaho cyabaye mu myaka ye ya kaminuza: yatangiye gukunda umuziki maze abona stage muri radiyo nini cyane yo mu mujyi wa Los Angeles. Ubwo bunararibonye bwagize uruhare mu mwuga wanjye kandi bwagura icyerekezo cyanjye, bituma mbona isi yo hanze. Beck yagize ati: “Sinigeze ntekereza ko umuziki ushobora kuba amahitamo y’umwuga, ndetse no kwamamaza no kwidagadura.” Amaherezo yabaye umuyobozi ushinzwe kwamamaza wa radiyo y’amahugurwa maze avuga ko ari ho “yakunze cyane kwamamaza”. Mbere y’igihe cy’imbuga nkoranyambaga, nagombaga kuvugurura ikirango cyose, kwiga gukora amatangazo, gutekereza ku buryo bwo kuvugana n’abaguzi, no gukora gahunda zo kugurisha n’uburyo bushya bwo kwamamaza. Umugabo we ubu yari atuye i San Francisco icyo gihe. Binyuze mu mibanire ye na Steve Harvey, icyo gihe watangije icyegeranyo cy’amakoti muri Men's Wearhouse, Baker yinjiye mu itsinda ry’ubucuruzi nk’umuyobozi ushinzwe kwamamaza. Beck yamenye neza ko ubu “ari muri Sephora’s inyuma y'inzu” kandi yumvise ko gukorerayo byari byiza cyane.
Yagize ati: “Kuri njye, iki ni igitera imbaraga – igikundiro cya Sephora n’igikurura cyo kuba umwe mu bagize icyo gikorwa.” Ubwiza butandukanye ni kimwe neza n’amateka yanjye mu myidagaduro. Ni ibintu byihuta, bihungabanya cyane kandi biratangaje. Bifite amabara menshi kandi byuzuye imbaraga. Ubwo ninjiraga muri Sephora, abantu bakomeye n’abakora ibikubiye muri iyi nkuru bari bavutse, kandi barimo bashakisha uburyo bwo gukoresha imbuga nkoranyambaga kugira ngo bagure kandi bagure ubutumwa bwabo bwo kwamamaza. Ibi birashimishije cyane.” Ubwo Baker n’ikipe ye bashakaga abafatanyabikorwa bashobora gukorana, yahoraga afite intego imwe mu mutwe: Ni gute ubwiza bushobora kuba ikiraro cyo gutumanaho hagati y’abantu? Ni gute ibigo - n’abacuruzi - bagera ku baguzi aho bari? Yagize ati: “Muri iki gihe, uburambe bw’abakiriya bumeze nk’uburambe bwose.” Ikintu cyabaye mu bihe byashize cyari iki: “Nzakubwira uwo ndi we mbere ya byose.” Hanyuma nzagaruka nkakubwira icyo dukora, kugira ngo tubakurure n'ibicuruzwa byacu bihari. Amaherezo, nzabagezaho mu iduka. Ariko ibintu birimo guhinduka. Kubona abaguzi baganira n'ibirango mu buryo butandukanye, ibirango bigomba kuba biri hose. Kubera iyo mpamvu, Baker ahora ashaka ubufatanye butunguranye kandi buhungabanya - ubwabyo bisaba ishoramari rikomeye mu itangazamakuru - kandi yiga ubutumwa bwatanzwe n'ikipe kugira ngo ashake abakiriya bashobora kuba aba: abashobora kuyobora ibigezweho, gushyiraho ibigezweho, cyangwa kugira ingaruka nziza ku mwuka wa The Times binyuze mu magambo n'ibikorwa byabo. Ibi bidufasha kwagura ubucuruzi bwacu kuruta abaguzi b'ubwiza gakondo no kuganira n'abakiriya bacu mu buryo budasanzwe. Sindi umuntu ukunda ubwiza gusa, ndetse n'abakiriya bacu ni uko. Iyi ni yo mpamvu Sephora ikwiye gukorera abaguzi "ahantu hose". Iyi ni yo ngingo y'ubufatanye. Icyo nizera ni uko agaciro kawe gashingiye ku masezerano wagiranye ubushize.
Igihe cyo kohereza: Kanama-22-2025
