Wilma McDaniel Timeline


Estee Lauder companies

Joined Estee Lauder. Led the launch & development of the Prescriptives brand across Scotland, Ireland & the North of England.

Wilma was chosen to represent the UK in an International team launching the Prescriptives brand in Asia.

Promotion to run Estee Lauder brand in Scotland.


Aspects Beauty

Offered position at Aspects Beauty Company, where she successfully launched & developed sales across a broad portfolio of brands including Versace, Agent Provocateur, Matthew Williamson, Dolce & Gabbana, Club Monaco cosmetics & Richard James building exceptional working relationships with retail partners for each brand - across the UK.


Fruit of the Loom

Commercial Vice President Russell Brands, EMEA for 7 years with Fruit of the Loom Inc.



Founded own management consultancy focussed on business growth.

Through RISE, Wilma was introduced to the founders of Cutitronics, an award-winning technology company spun out of the University of Strathclyde who took part in a highly successful By Design project supported by Scottish Enterprise, delivered by RISE.

Following completion, Wilma was invited to join the board of Cutitronics as Non-Executive Director to add her international commercial experience in the global beauty & personal care industry to the team.



CUTITRONICS agreed a strategic partnership with CRODA INTERNATIONAL PLC.

This created the opportunity for Wilma to join in an executive role in the spin-out of skincare device and digital ecosystem technology innovators.

Cutitronics. Responsibilities included devising and implementation of a global marketing strategy resulting in the placement of prototypes for evaluation with world-leading skincare companies.


We Are Tech Women

Recognised as an Inspirational Woman in Technology.



Awarded Oxford Digital Disruption & Platform Programme Diploma by Said Business School.

An award winning platform technology scaling PMF, product market fit, across Asia with an exciting future in health, beauty and fashion omnichannel retail in Europe and across the world. Appointed Corporate Director Business Development in October 2022



Appointed Head of Beauty at SnapDragon.

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