A 15-year veteran of the professional beauty industry, Kalena Nordgaarden is not a licensed cosmetologist, but rather a “licensed” marketing extraordinaire. A self-proclaimed enthusiastic cheerleader, promoter and supporter of all the wonderful brands, products and creative geniuses in the industry and at her company, Kalena has been happily working in marketing for the world’s largest privately-owned professional haircare company, John Paul Mitchell Systems, for her entire corporate career.
Growing up in the mountains of Northern Idaho and then the beaches of Southern California, Kalena worked sports marketing events for JPMS while attending high school and college, and then, after graduating from San Diego State University with a degree in advertising and marketing (and enough minors to make up another degree or two), began her official corporate career at JPMS as the Sports Marketing Coordinator in 2006.
What is sports marketing, you ask? Great question. In a nutshell, JPMS sponsors a variety of global sporting events, tours and athletes as a bold and unique way to bring visibility to our brands and products in a non-endemic space by way of event activations and media coverage. We use these partnerships to stay relevant and top-of-mind with the next generation of users and sample our products and educate consumer-based audiences on what our brands and products are and where they can buy them.
Over the years sports marketing evolved into what is now called Lifestyle Marketing, which includes not only sports-and-athlete-based partnerships, but partnerships in the music, dance, yoga, and influencer space as well. Kalena has managed it all. She currently oversees the Lifestyle Marketing department and has recently added management of JPMS’ Corporate Sustainability Program to her repertoire.
When Kalena is not at a JPMS Lifestyle Marketing event, you can find her front row at a concert (live music is her other passion besides sports!), teaching kickboxing and bootcamp classes, enjoying the outdoors with friends, or on a plane jet-setting to her next adventure destination. Kellycardenas.com EXECUTIVE PRODUCER- MADDOX CARDENAS
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