From retail insights to
in-store impact.
From retail insights to
in-store impact.
From retail
insights to
in-store impact.
We understand the pressure beauty brands face at retail—and the challenge of limited resources to support distribution.
We understand the pressure beauty brands face at retail—
and the challenge of limited resources to support distribution.
Beauty Barrage is an award-winning retail activation and field sales agency trusted by the world’s leading beauty brands.
At Beauty Barrage, our team is made up of beauty industry veterans, innovators, and disruptors who live and breathe retail. From strategic leadership to on-the-ground expertise, each department head brings a unique blend of experience, creativity, and passion that fuels our mission to help brands thrive in today’s competitive landscape.
At Beauty Barrage, our team is made up of beauty industry veterans, innovators, and disruptors who live and breathe retail. From strategic leadership to on-the-ground expertise, each department head brings a unique blend of experience, creativity, and passion that fuels our mission to help brands thrive in today’s competitive landscape.
At Beauty Barrage, our team is made up of beauty industry veterans, innovators, and disruptors who live and breathe retail. From strategic leadership to on-the-ground expertise, each department head brings a unique blend of experience, creativity, and passion that fuels our mission to help brands thrive in today’s competitive landscape.
We're Global
Beauty Barrage is a global force in beauty operating across borders to bring brands closer to every customer, everywhere.
United Kingdom
United Kingdom
Canada
Canada
United States
United States
Leadership Team
Sonia Summers
Founder & CEO, Beauty Barrage
Leads with vision, innovation, and a passion for redefining beauty retail.
Sonia Summers has spent over 25 years transforming how beauty brands succeed in the market. After leadership roles at Avon and Valeant, she launched Beauty Strategy Group in 2008 and Beauty Barrage in 2015, redefining outsourced sales management. Under her leadership, Beauty Barrage has become an award-winning, 100% woman- and minority-owned agency, recognized multiple times on the Inc. 5000 and Financial Times Fastest Growing Companies lists. Sonia pioneered proprietary technology that provides real-time insights across retail, merchandising, events, and sales — empowering over 400 field experts nationwide.
Kirk Summers
Chief Operations Officer
Drives operational excellence and innovation across Beauty Barrage.
Kirk Summers oversees the company’s operations and technology infrastructure, ensuring that every activation, retail program, and field initiative runs smoothly. With extensive experience in operations, analytics, and digital transformation, Kirk turns complex challenges into streamlined solutions that maximize brand impact and efficiency.
Amanda Fitzpatrick
VP, Brand Partnerships & Business Development
Creates and scales strategic brand partnerships that drive growth.
Amanda leverages deep retail and industry relationships to develop innovative collaborations with both emerging and established brands. She drives business development and revenue through strategic partnerships with retailers such as Sephora, Ulta, Bluemercury, HSN, and L’Oréal, turning opportunities into long-term, successful relationships.
Alissa Spencer
VP, Account Management & Strategy
Drives client success through strategic insight and tailored solutions.
One of Beauty Barrage’s earliest team members, Alissa leads Account Management and Scheduling while guiding brands toward retail success. Her expertise in retail buying and data-driven strategy ensures measurable results and lasting client partnerships.
Janel Reis
Director, Global Talent
Builds the teams that power Beauty Barrage’s growth and culture.
Janel leads recruitment and talent strategy, aligning people with purpose. She focuses on building diverse, motivated teams that reflect the company’s core values, inspiring creativity, innovation, and long-term growth.
Brit Mehr
Director, Field Sales East
Inspires high-performing teams and drives results across the East Coast.
Brit combines field operations experience with creative strategy and data-driven insights to strengthen brand engagement and performance in retail. She is recognized for building collaborative, results-focused teams that deliver measurable success.
Brandon Tucker
Director, Field Sales West
Leads brand visibility and retail execution across the western U.S.
Brandon combines field-sales leadership, event execution, and social engagement to deliver exceptional brand experiences. He ensures that each activation, pop-up, and retail interaction drives measurable results while strengthening brand-consumer connections.
Leticia Beltran
Global Scheduling Manager
Keeps our nationwide field team aligned and operating at peak performance.
Leticia leads Beauty Barrage’s scheduling operations with precision, creativity, and strategic insight. With over five years of experience in the beauty industry, she ensures full brand coverage across all retail activations, training sessions, and events. Her analytical skills, leadership, and collaborative approach drive team success and foster a culture that reflects Beauty Barrage’s core values — #WeGotYourBack and #ObsessedWithSuccess.
Caitlin Rouse
Global Education Manager
Champions training excellence and curriculum innovation across Beauty Barrage’s global field network.
Caitlin leads the development of education curricula, training content, and learning frameworks that empower Beauty Barrage’s 400‑strong field team and brand partners worldwide. With a deep background in beauty education and training strategy, she brings creativity, precision, and a learner‑first mindset to every program. Her expertise ensures every activation and retail encounter is backed by high‑impact learning and clear measurable outcomes.
Sonia Summers
Founder & CEO, Beauty Barrage
Leads with vision, innovation, and a passion for redefining beauty retail.
Sonia Summers has spent over 25 years transforming how beauty brands succeed in the market. After leadership roles at Avon and Valeant, she launched Beauty Strategy Group in 2008 and Beauty Barrage in 2015, redefining outsourced sales management. Under her leadership, Beauty Barrage has become an award-winning, 100% woman- and minority-owned agency, recognized multiple times on the Inc. 5000 and Financial Times Fastest Growing Companies lists. Sonia pioneered proprietary technology that provides real-time insights across retail, merchandising, events, and sales — empowering over 400 field experts nationwide.
Sonia Summers
Founder & CEO, Beauty Barrage
Leads with vision, innovation, and a passion for redefining beauty retail.
Sonia Summers has spent over 25 years transforming how beauty brands succeed in the market. After leadership roles at Avon and Valeant, she launched Beauty Strategy Group in 2008 and Beauty Barrage in 2015, redefining outsourced sales management. Under her leadership, Beauty Barrage has become an award-winning, 100% woman- and minority-owned agency, recognized multiple times on the Inc. 5000 and Financial Times Fastest Growing Companies lists. Sonia pioneered proprietary technology that provides real-time insights across retail, merchandising, events, and sales — empowering over 400 field experts nationwide.
Kirk Summers
Chief Operations Officer
Drives operational excellence and innovation across Beauty Barrage.
Kirk Summers oversees the company’s operations and technology infrastructure, ensuring that every activation, retail program, and field initiative runs smoothly. With extensive experience in operations, analytics, and digital transformation, Kirk turns complex challenges into streamlined solutions that maximize brand impact and efficiency.
Kirk Summers
Chief Operations Officer
Drives operational excellence and innovation across Beauty Barrage.
Kirk Summers oversees the company’s operations and technology infrastructure, ensuring that every activation, retail program, and field initiative runs smoothly. With extensive experience in operations, analytics, and digital transformation, Kirk turns complex challenges into streamlined solutions that maximize brand impact and efficiency.
Amanda Fitzpatrick
VP, Brand Partnerships & Business Development
Creates and scales strategic brand partnerships that drive growth.
Amanda leverages deep retail and industry relationships to develop innovative collaborations with both emerging and established brands. She drives business development and revenue through strategic partnerships with retailers such as Sephora, Ulta, Bluemercury, HSN, and L’Oréal, turning opportunities into long-term, successful relationships.
Amanda Fitzpatrick
VP, Brand Partnerships & Business Development
Creates and scales strategic brand partnerships that drive growth.
Amanda leverages deep retail and industry relationships to develop innovative collaborations with both emerging and established brands. She drives business development and revenue through strategic partnerships with retailers such as Sephora, Ulta, Bluemercury, HSN, and L’Oréal, turning opportunities into long-term, successful relationships.
Alissa Spencer
VP, Account Management & Strategy
Drives client success through strategic insight and tailored solutions.
One of Beauty Barrage’s earliest team members, Alissa leads Account Management and Scheduling while guiding brands toward retail success. Her expertise in retail buying and data-driven strategy ensures measurable results and lasting client partnerships.
Alissa Spencer
VP, Account Management & Strategy
Drives client success through strategic insight and tailored solutions.
One of Beauty Barrage’s earliest team members, Alissa leads Account Management and Scheduling while guiding brands toward retail success. Her expertise in retail buying and data-driven strategy ensures measurable results and lasting client partnerships.
Janel Reis
Director, Global Talent
Builds the teams that power Beauty Barrage’s growth and culture.
Janel leads recruitment and talent strategy, aligning people with purpose. She focuses on building diverse, motivated teams that reflect the company’s core values, inspiring creativity, innovation, and long-term growth.
Janel Reis
Director, Global Talent
Builds the teams that power Beauty Barrage’s growth and culture.
Janel leads recruitment and talent strategy, aligning people with purpose. She focuses on building diverse, motivated teams that reflect the company’s core values, inspiring creativity, innovation, and long-term growth.
Brit Mehr
Director, Field Sales East
Inspires high-performing teams and drives results across the East Coast.
Brit combines field operations experience with creative strategy and data-driven insights to strengthen brand engagement and performance in retail. She is recognized for building collaborative, results-focused teams that deliver measurable success.
Brit Mehr
Director, Field Sales East
Inspires high-performing teams and drives results across the East Coast.
Brit combines field operations experience with creative strategy and data-driven insights to strengthen brand engagement and performance in retail. She is recognized for building collaborative, results-focused teams that deliver measurable success.
Brandon Tucker
Director, Field Sales West
Leads brand visibility and retail execution across the western U.S.
Brandon combines field-sales leadership, event execution, and social engagement to deliver exceptional brand experiences. He ensures that each activation, pop-up, and retail interaction drives measurable results while strengthening brand-consumer connections.
Brandon Tucker
Director, Field Sales West
Leads brand visibility and retail execution across the western U.S.
Brandon combines field-sales leadership, event execution, and social engagement to deliver exceptional brand experiences. He ensures that each activation, pop-up, and retail interaction drives measurable results while strengthening brand-consumer connections.
Leticia Beltran
Global Scheduling Manager
Keeps our nationwide field team aligned and operating at peak performance.
Leticia leads Beauty Barrage’s scheduling operations with precision, creativity, and strategic insight. With over five years of experience in the beauty industry, she ensures full brand coverage across all retail activations, training sessions, and events. Her analytical skills, leadership, and collaborative approach drive team success and foster a culture that reflects Beauty Barrage’s core values — #WeGotYourBack and #ObsessedWithSuccess.
Leticia Beltran
Global Scheduling Manager
Keeps our nationwide field team aligned and operating at peak performance.
Leticia leads Beauty Barrage’s scheduling operations with precision, creativity, and strategic insight. With over five years of experience in the beauty industry, she ensures full brand coverage across all retail activations, training sessions, and events. Her analytical skills, leadership, and collaborative approach drive team success and foster a culture that reflects Beauty Barrage’s core values — #WeGotYourBack and #ObsessedWithSuccess.
Caitlin Rouse
Global Education Manager
Champions training excellence and curriculum innovation across Beauty Barrage’s global field network.
Caitlin leads the development of education curricula, training content, and learning frameworks that empower Beauty Barrage’s 400‑strong field team and brand partners worldwide. With a deep background in beauty education and training strategy, she brings creativity, precision, and a learner‑first mindset to every program. Her expertise ensures every activation and retail encounter is backed by high‑impact learning and clear measurable outcomes.
Caitlin Rouse
Global Education Manager
Champions training excellence and curriculum innovation across Beauty Barrage’s global field network.
Caitlin leads the development of education curricula, training content, and learning frameworks that empower Beauty Barrage’s 400‑strong field team and brand partners worldwide. With a deep background in beauty education and training strategy, she brings creativity, precision, and a learner‑first mindset to every program. Her expertise ensures every activation and retail encounter is backed by high‑impact learning and clear measurable outcomes.
Sonia Summers
Founder & CEO, Beauty Barrage
Leads with vision, innovation, and a passion for redefining beauty retail.
Sonia Summers has spent over 25 years transforming how beauty brands succeed in the market. After leadership roles at Avon and Valeant, she launched Beauty Strategy Group in 2008 and Beauty Barrage in 2015, redefining outsourced sales management. Under her leadership, Beauty Barrage has become an award-winning, 100% woman- and minority-owned agency, recognized multiple times on the Inc. 5000 and Financial Times Fastest Growing Companies lists. Sonia pioneered proprietary technology that provides real-time insights across retail, merchandising, events, and sales — empowering over 400 field experts nationwide.
Sonia Summers
Founder & CEO, Beauty Barrage
Leads with vision, innovation, and a passion for redefining beauty retail.
Sonia Summers has spent over 25 years transforming how beauty brands succeed in the market. After leadership roles at Avon and Valeant, she launched Beauty Strategy Group in 2008 and Beauty Barrage in 2015, redefining outsourced sales management. Under her leadership, Beauty Barrage has become an award-winning, 100% woman- and minority-owned agency, recognized multiple times on the Inc. 5000 and Financial Times Fastest Growing Companies lists. Sonia pioneered proprietary technology that provides real-time insights across retail, merchandising, events, and sales — empowering over 400 field experts nationwide.
Kirk Summers
Chief Operations Officer
Drives operational excellence and innovation across Beauty Barrage.
Kirk Summers oversees the company’s operations and technology infrastructure, ensuring that every activation, retail program, and field initiative runs smoothly. With extensive experience in operations, analytics, and digital transformation, Kirk turns complex challenges into streamlined solutions that maximize brand impact and efficiency.
Kirk Summers
Chief Operations Officer
Drives operational excellence and innovation across Beauty Barrage.
Kirk Summers oversees the company’s operations and technology infrastructure, ensuring that every activation, retail program, and field initiative runs smoothly. With extensive experience in operations, analytics, and digital transformation, Kirk turns complex challenges into streamlined solutions that maximize brand impact and efficiency.
Amanda Fitzpatrick
VP, Brand Partnerships & Business Development
Creates and scales strategic brand partnerships that drive growth.
Amanda leverages deep retail and industry relationships to develop innovative collaborations with both emerging and established brands. She drives business development and revenue through strategic partnerships with retailers such as Sephora, Ulta, Bluemercury, HSN, and L’Oréal, turning opportunities into long-term, successful relationships.
Amanda Fitzpatrick
VP, Brand Partnerships & Business Development
Creates and scales strategic brand partnerships that drive growth.
Amanda leverages deep retail and industry relationships to develop innovative collaborations with both emerging and established brands. She drives business development and revenue through strategic partnerships with retailers such as Sephora, Ulta, Bluemercury, HSN, and L’Oréal, turning opportunities into long-term, successful relationships.
Alissa Spencer
VP, Account Management & Strategy
Drives client success through strategic insight and tailored solutions.
One of Beauty Barrage’s earliest team members, Alissa leads Account Management and Scheduling while guiding brands toward retail success. Her expertise in retail buying and data-driven strategy ensures measurable results and lasting client partnerships.
Alissa Spencer
VP, Account Management & Strategy
Drives client success through strategic insight and tailored solutions.
One of Beauty Barrage’s earliest team members, Alissa leads Account Management and Scheduling while guiding brands toward retail success. Her expertise in retail buying and data-driven strategy ensures measurable results and lasting client partnerships.
Janel Reis
Director, Global Talent
Builds the teams that power Beauty Barrage’s growth and culture.
Janel leads recruitment and talent strategy, aligning people with purpose. She focuses on building diverse, motivated teams that reflect the company’s core values, inspiring creativity, innovation, and long-term growth.
Janel Reis
Director, Global Talent
Builds the teams that power Beauty Barrage’s growth and culture.
Janel leads recruitment and talent strategy, aligning people with purpose. She focuses on building diverse, motivated teams that reflect the company’s core values, inspiring creativity, innovation, and long-term growth.
Brit Mehr
Director, Field Sales East
Inspires high-performing teams and drives results across the East Coast.
Brit combines field operations experience with creative strategy and data-driven insights to strengthen brand engagement and performance in retail. She is recognized for building collaborative, results-focused teams that deliver measurable success.
Brit Mehr
Director, Field Sales East
Inspires high-performing teams and drives results across the East Coast.
Brit combines field operations experience with creative strategy and data-driven insights to strengthen brand engagement and performance in retail. She is recognized for building collaborative, results-focused teams that deliver measurable success.
Brandon Tucker
Director, Field Sales West
Leads brand visibility and retail execution across the western U.S.
Brandon combines field-sales leadership, event execution, and social engagement to deliver exceptional brand experiences. He ensures that each activation, pop-up, and retail interaction drives measurable results while strengthening brand-consumer connections.
Brandon Tucker
Director, Field Sales West
Leads brand visibility and retail execution across the western U.S.
Brandon combines field-sales leadership, event execution, and social engagement to deliver exceptional brand experiences. He ensures that each activation, pop-up, and retail interaction drives measurable results while strengthening brand-consumer connections.
Leticia Beltran
Global Scheduling Manager
Keeps our nationwide field team aligned and operating at peak performance.
Leticia leads Beauty Barrage’s scheduling operations with precision, creativity, and strategic insight. With over five years of experience in the beauty industry, she ensures full brand coverage across all retail activations, training sessions, and events. Her analytical skills, leadership, and collaborative approach drive team success and foster a culture that reflects Beauty Barrage’s core values — #WeGotYourBack and #ObsessedWithSuccess.
Leticia Beltran
Global Scheduling Manager
Keeps our nationwide field team aligned and operating at peak performance.
Leticia leads Beauty Barrage’s scheduling operations with precision, creativity, and strategic insight. With over five years of experience in the beauty industry, she ensures full brand coverage across all retail activations, training sessions, and events. Her analytical skills, leadership, and collaborative approach drive team success and foster a culture that reflects Beauty Barrage’s core values — #WeGotYourBack and #ObsessedWithSuccess.
Caitlin Rouse
Global Education Manager
Champions training excellence and curriculum innovation across Beauty Barrage’s global field network.
Caitlin leads the development of education curricula, training content, and learning frameworks that empower Beauty Barrage’s 400‑strong field team and brand partners worldwide. With a deep background in beauty education and training strategy, she brings creativity, precision, and a learner‑first mindset to every program. Her expertise ensures every activation and retail encounter is backed by high‑impact learning and clear measurable outcomes.
Caitlin Rouse
Global Education Manager
Champions training excellence and curriculum innovation across Beauty Barrage’s global field network.
Caitlin leads the development of education curricula, training content, and learning frameworks that empower Beauty Barrage’s 400‑strong field team and brand partners worldwide. With a deep background in beauty education and training strategy, she brings creativity, precision, and a learner‑first mindset to every program. Her expertise ensures every activation and retail encounter is backed by high‑impact learning and clear measurable outcomes.
Awards & Certificates
Our best-in-class services have received recognition and honors from some of the most respected authorities in business.
Awards & Certificates
Our best-in-class services have received recognition and honors from some of the most respected authorities in business.
Awards & Certificates
Our best-in-class services have received recognition and honors from some of the most respected authorities in business.