As Global Director of Integrated Marketing, Sales, & Customer Experience at AFAM Concept Inc., Tiara Lee plays a key role in bringing together the company’s marketing, sales, and customer strategies to drive growth worldwide. With more than two decades of experience in the beauty industry, Lee understands the importance of innovation, strong partnerships, and creating products that make a lasting impact. In this day-in-the-life, she takes OTC Beauty behind the scenes of her role and shares what inspires her journey.
What’s your name, title, and role at the company?
My name is Tiara Lee, and I serve as the Global Director of Integrated Marketing, Sales, & Customer Experience at AFAM Concept Inc. My role is to ensure our marketing, sales, and customer experience strategies work together seamlessly to strengthen our brands, support our customers, and drive growth around the world.
What is the company’s mission, and how does it drive what you do?
At AFAM Concept, innovation is what guides us. We are passionate about creating high-quality hair care solutions for multicultural consumers while bridging the gap between the ethnic hair care market and the general beauty aisle. That mission inspires me every day to create meaningful marketing campaigns, build strong customer relationships, and help deliver products that truly make a difference in people’s lives.
What inspired you to pursue a career in the beauty and hair care industry?
I have always had a passion for beauty and hair care. It was simply a matter of finding the right path. More than 22 years ago, I received a phone call offering me a position at a private label hair care manufacturer on the south side of Chicago. That opportunity changed my life, and I’ve been fortunate to build a career doing what I genuinely love ever since.
Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
Every morning starts with a caramel coffee while I read emails and review overnight e-commerce sales across our nine brand websites. From there, I connect with my integrated marketing, sales, and customer experience team to address priorities, check with our shipping department to ensure orders are moving on schedule, review production updates for inventory, process wholesale orders, monitor ongoing marketing initiatives, and finish by reviewing social media performance and influencer activity. Every day is different, which keeps it exciting.
How do you prioritize your tasks and responsibilities during the day?
Organization is everything. I rely on a project management system to keep projects on schedule and ensure nothing gets overlooked. I always prioritize customer needs, time-sensitive orders, and business-critical initiatives first while keeping long-term marketing projects moving forward.
What’s your favorite part of the day at work, and why?
My favorite part of the day is collaborating with our graphic design team to create new advertising campaigns, packaging, and social media content. There’s something incredibly rewarding about bringing creative ideas to life and watching them connect with consumers.
Can you share an exciting project or initiative you’re currently working on?
One project I’m especially excited about is a new brand campaign designed to support our wholesale distributors throughout Africa. It’s an opportunity to strengthen our global partnerships while helping more consumers discover our brands.
What’s your favorite product, and how do you incorporate it into your daily routine?
My favorite product is the Hawaiian Silky Argan Oil Hydrating Sleek Healing Oil Treatment. Made with pure argan oil, it keeps my hair looking healthy, smooth, and radiant. It’s a staple in my daily hair care routine.
How do you stay inspired and keep the creative energy flowing throughout your workday?
I truly believe that when you love what you do, it never feels like work. Every day presents a new opportunity to solve challenges, create something meaningful, and inspire others. Staying connected to our customers and seeing how our products positively impact their lives keeps my creativity flowing.
OTC Beauty: How would you describe the company culture, and how does it influence your approach to your work?
AFAM Concept is a family-owned and operated company, and that family atmosphere is something you feel every day. Our CEO, Akhtar Ali, is one of the hardest-working people I’ve ever met, and his dedication inspires everyone around him. That culture motivates me to lead with passion, integrity, and a commitment to excellence.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
Teamwork is at the heart of everything we do. Each department, from production and shipping to sales and marketing, plays a crucial role in serving our customers. Our success is built on collaboration, and I genuinely believe that outstanding results occur when talented individuals work together towards a shared goal.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
My foundation is simple: I put God first, family second, and work third. When those priorities are in order, everything else has a way of falling into place. That perspective helps me stay grounded, focused, and motivated each day.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
I’m especially excited about our upcoming Q4 product launches and the continued growth of our global brands. We have some exciting innovations on the horizon, and I can’t wait to see them reach consumers around the world.
OTC Beauty: After a busy day, how do you unwind and recharge?
After a full day, I enjoy spending quality time with my family, reflecting on everything we’ve accomplished, and preparing for the opportunities tomorrow will bring. That balance helps me recharge and stay energized.
OTC Beauty: What’s the most rewarding part of your job?
The most rewarding part of my job is seeing an idea evolve into a finished product that people genuinely love. Watching something that began as a concept become part of someone’s daily routine is an incredible feeling and reminds me why I’m so passionate about this industry.
Behold the exterior of AFAM Concept Inc.’s headquarters in Chicago, where innovation comes to life and ideas are transformed into remarkable products.
Collaborating with our Logistics Coordinator, Mayra Sanchez, to review carrier quotes as we work to find the best shipping solutions for our customers.
Spent time today with our Social Media Marketing & Public Relations Assistant, America Puente Hernandez, and Ana Martinez from Accounts Payable reviewing department expenses and planning ahead.
A productive afternoon reviewing product orders with Jose Pizarro from our Small Parcel Shipping Department. Every order is another opportunity to deliver quality products and a great customer experience.
Good food and great conversation! Enjoyed lunch with Brand Manager Matt Schober at our favorite Korean BBQ & Hot Pot restaurant. Taking time to connect outside of meetings is a great reminder that strong teams are built through collaboration, shared ideas, and a little great food along the way.
While I’m passionate about my work, my greatest joy comes from spending time with my family and celebrating the milestones that matter most. Recently, I had the privilege of celebrating two incredible achievements: my daughter, Miara, earned her Bachelor of Science in Social Work, and my son, Kivonte, began graduate school to pursue his Master of Business Administration with a concentration in Strategic Leadership and Marketing. Watching them pursue their dreams with determination and purpose has been one of my greatest blessings.
