This month’s Day in the Life feature spotlights Jonathan Roberts, Director of Sales at Estyle. With a mission to “inspire everyone to shape their own style story,” Jonathan ensures that Eco Style products meet the diverse needs of consumers across OTC and retail. Whether he’s strengthening customer partnerships, fine-tuning retail execution, or championing product innovation, Jonathan approaches each day with a balance of strategy and creativity.
OTC Beauty: What’s your name, title, and role at the company?
Jonathan Roberts, Director of Sales, Responsible for revenue sales across OTC and Retail customers.
OTC Beauty: What is the company’s mission, and how does it drive what you do?
Our company’s mission is to “Inspire everyone to shape their own style story.” This commitment motivates me to ensure that every customer, regardless of hair type, has access to exceptional hair care experiences with Eco Style products. Our product range is designed to meet the diverse styling needs of a wide variety of consumers, and we are dedicated to fulfilling these requirements with the highest standards.
OTC Beauty: What inspired you to pursue a career in the beauty and hair care industry?
I have experience working across multiple industries, including Food & Beverage and Photography; however, I find the hair care sector particularly compelling due to its universal and personal significance. I am driven by the opportunity to support individuals in improving their hair and to contribute to advancements within this field. The beauty and hair care industry holds a unique relevance for consumers, as evidenced by the common reference to a “bad hair day.” The potential to deliver solutions that promote consistently positive hair experiences is a key motivator for me.
OTC Beauty: Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
There is no standard day in my role, as each day presents unique challenges and requests from both external customers and internal teams. Typically, my responsibilities involve extensive coordination and communication across various departments and stakeholders to further the growth of Estyle’s business. I dedicate significant time to addressing inquiries from internal teams and customers, maintaining a continual focus on enhancing the experience for the company, our clients, and end consumers. Each task, regardless of its scale, contributes meaningfully to this overarching objective.
OTC Beauty: How do you prioritize your tasks and responsibilities during the day?
I employ the ABC prioritization methodology to optimize task management. Tasks are assigned to one of three categories: “A” signifies those of utmost importance and significant consequence; “B” indicates important items that may reasonably be postponed for one or two days; and “C” refers to tasks with lower impact and urgency, to be completed as time permits. During each review cycle, tasks are systematically classified and addressed according to their priority level. Any A-level task not completed by day’s end is automatically prioritized for completion on the following day.
OTC Beauty: What’s your favorite part of the day at work, and why?
My favorite aspect is visiting retail locations to review our products alongside competitors. Engaging directly with customers and store staff in OTC settings provides valuable feedback on brand perception and helps prioritize needs. Analyzing these insights improves product strategies and shelf execution, driving innovation and keeping solutions aligned with evolving consumer demands. This ongoing process supports assessment of best practices and informs future planning.
OTC Beauty: Can you share an exciting project or initiative you’re currently working on?
We are in the process of launching our new Extreme and Flex hold products to the market. These offerings are designed to meet consumer requirements regarding hold preferences, providing tailored solutions across various individual patterns and spectrums. Recognising the importance of understanding consumer behaviour for the successful introduction of new products, we are closely tracking shipments, sales, and customer feedback.
OTC Beauty: What’s your favorite product, and how do you incorporate it into your daily routine?
I have consistently advocated for the personal use of products that are offered to consumers. My current preferred product is the Extreme Stiff Hold Gel with Panthenol, which distinguishes itself through its exceptional holding power, providing up to 48 hours of hold. As my hair length increases and curls develop, this gel reliably maintains the desired style throughout the day. Furthermore, its alcohol-free formulation is beneficial, effectively preventing flaking and dryness.
OTC Beauty: How do you stay inspired and keep the creative energy flowing throughout your workday?
I remain motivated by maintaining a focus on overarching objectives. Attending to minor details can sometimes impede productivity; therefore, I regularly review my primary goals for the day to ensure steady progress. When challenges arise, I adjust my perspective to recognize the importance of each task. I consider that upholding a positive and focused mindset is critical for sustaining high energy and minimizing disruptions from external factors.
OTC Beauty: How would you describe the company culture, and how does it influence your approach to your work?
Estyle is an entrepreneurial organization that has established a strong structure over the past four years. The company encourages innovation and continuous process improvement. There are minimal hierarchical barriers, providing employees with regular access to key decision makers, including the CEO and CFO. Estyle demonstrates a clear understanding of both controllable and uncontrollable factors. The organization’s ability to make prompt decisions and implement plans efficiently is a distinctive strength. Our unified direction is essential to achieving organizational success.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
We operate as a lean organization with limited allowances for isolated work. Nonetheless, our team consistently demonstrates effective collaboration in addressing situations and tasks. For instance, when launching new initiatives or identifying key success factors, we ensure that all actions are coordinated collectively. Our efforts are never conducted in isolation; instead, we work cohesively to achieve shared objectives.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
Over the past year, a significant routine adjustment involved allocating time for physical exercise and attention to personal wellbeing. It is common to become absorbed in daily tasks and spend long hours working, which can reduce available time for oneself or family. By consistently focusing on exercise, nutrition, and adequate rest, it has been possible to maintain balance, motivation, and productivity.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
A key challenge we have encountered relates to retail execution. We are actively collaborating with our retail partners to strengthen our business outcomes. Effectively managing shelf presence is vital for any company’s success, and developing a comprehensive strategy for brand activation at the shelf can significantly enhance organizational performance.
OTC Beauty: After a busy day, how do you unwind and recharge?
Walking serves as an effective way for me to relax, allowing my thoughts to process the day’s events. During these walks, I find that my creativity and problem-solving abilities are enhanced, enabling me to approach situations from new perspectives. Additionally, this time helps clear my mind and appreciate my surroundings, reminding me that while we may not be addressing global issues such as world hunger, we are contributing to individuals’ well-being by helping them achieve a “better hair day.”
OTC Beauty: What’s the most rewarding part of your job?The most rewarding part of my job is the customer planning process. Partnering with customers and determining the strategy and tactics to meet our collective goals is critical to success, the reward comes when we see the results for all parties – the customer, company, and most importantly the consumer. Hearing or reading consumer comments clarifies if we are on the right track, and we as a company and individuals are striving to satisfy her every chance we get.
