Demetria Mustin (Photo Provided)

Dametria Mustin is a marketing maven with nearly 15 years of experience. Her background includes international marketing, product development, and brand management. Her entrepreneurial spirit and unwavering passion for multicultural consumers, support her unique and creative stamp she places on any brand she touches.

Mustin currently serves as the global marketing director at PDC Brands. In that role, she leads the overall marketing strategies for the Cantu and Eyelure portfolios. We spoke with Mustin about her role and the opportunities for women of color in marketing at Cantu.

What is your day-to-day like in your role at Cantu?

My day-to-day is unpredictable, which keeps me on point. If I ever get bored, then I know I am doing something wrong. In one day I can have multiple roles — from innovator to copywriter to creative director to accountant to analyst — all before lunch. Overall, I spend a lot of time thinking about our Cantu consumers, planning out the next innovation, analyzing product names and packaging copy in hopes that they understand the quality that we are offering in a jar. With a team, I try to figure out how we can do more in and for the community.

What inspires you every day?

The decisions we make each day impact whether consumers love their curls, waves and coils and are confident to take on whatever comes their way. 

What skillset does it take to hold your position?

You have to be flexible and able to adapt to the ever-changing world of beauty. The moment you get comfortable and start to coast, you’ll lose. With this said, you have to stay obsessed with consumer behavior [and] trends and be resourceful and nimble to react quickly.

Are there other opportunities for women of color in leadership at Cantu?

Yes. Cantu Marketing is run in every aspect by women of color, from agency relations [and] new product innovation to strategy.

Why is it important for women of color to work in leadership roles and decision-making capacities?

It is important that we are authentic in all we do and offer to the Cantu crew. 

Why is important for experienced Black women to reach back and help younger women of color?

It is important to have an internal advocate to help guide and direct you along within your career. It is through these relationships [that] you gain the keys to success, through exposure and ultimately experience.

What qualities or values do you deem indispensable in your business partners or collaborators?

We look for partners [who] aren’t afraid to push back and challenge us to think differently. Never ever be a yes-man or [yes]-woman.


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