Meet Carla Donahue

Senior Marketing Leader, JC Penney

Carla Donahue is a senior-level marketing professional who has led innovative B2B and B2C marketing strategies and growth initiatives for iconic global brands.

Carla joined Sally Beauty Holdings as the Marketing and Public Relations Manager with Loxa Beauty, a subsidiary of Sally Beauty Holdings in 2014. In this role, she significantly increased site traffic and sales revenue by securing products placements on Live with Kelly and Michael, The Prices is Right, and The Talk. Her pioneering strategies and tactical execution earned Carla several more promotions. Carla was promoted through the ranks to Director of Marketing Operations and Senior Customer Relationship Manager with Loxa Beauty. As the Senior Customer Relationship Manager, she managed all digital marketing for the Loxa Beauty division with full P&L oversight.

Subsequent to the closure of Loxa Beauty, Carla was selected to become the Director of Marketing for CosmoProf Beauty, another subsidiary of Sally Beauty Holdings. In this role, she developed a 360° digital marketing program for 90+ brands throughout North America. Once again Carla was promoted, but this time it was to become the Senior Director of Marketing Services across all of Sally Beauty Holdings. She owned and championed the creation, implementation, and optimization of multi-channel marketing programs across all of Sally Beauty Holding brands.

In 2020, Carla was invited to join JCPenney as the Director of Owned Media. Her initial initiative was to develop and lead the strategy around marketing personalization to drive customer engagement and adoption. Carla inherited an underperforming revenue stream and successfully deliver a 100% increase by leveraging data to power better customer messaging and experiences. Carla continues to inspire and motivate a talented team of marketing professionals, while boasting a 100% employee retention rate because she creates a culture of innovation and collaboration.

Carla has a bachelor’s degree from Ball State University.


"I envision a community of support, thorough encouragement, education, and self-care."

Carla Donahue

Proudest Accomplishment

in Carla's words

"Learning how to be my own champion and an ally for others."

Defining Moment

in Carla's words

"Learning how to prioritize personal growth outside of my career. While using my Everyday Human planner, I took 12-weeks to make my health a priority, and to deepening the relationships in my life. Once I started decided to refocus on my career, I was doing so as my best self. I learned to become a more complete person."

Aha Moments

in Carla's words

"Through conversations. I feed off the energy of others."

Add to Your Bookshelf

Carla's Recommended Reading


Knowing Your Value: Women, Money, and Getting What You're Worth
By Mika Brazenzinski


Nice Girls Don't Get the Corner Office: Unconscious Mistakes Women Make That Sabotage Their Careers
By Lois P. Frankel


The Art of Gathering: How We Meet and Why It Matters
By Priya Parker


10 Grapes to Know
By Catherine Fallis


The Vanity Fair Diaries
By Tina Brown

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