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Beauty Business Strategy
Turning technical skill into a commercially strong, resilient business.
✱ Learn About Charmaine
Learn About Charmaine.
Beauty business educator, mentor + founder of Booked Out Bootcamp, helping hair, lash, brow, PMU + beauty artists build profitable solo businesses.
For more than twenty years, Charmaine Schembri has helped businesses grow through strategy, marketing, branding + commercial thinking.
Today she specialises in helping beauty professionals become exceptional business owners by combining corporate strategy with practical implementation.
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Years experience
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Businesses supported
AU · USA
International speaker
Est. 2011
Elevate Marketing
01 - The Backstory
More than
marketing.
Charmaine's marketing career began at just 13 years old. Since then she has spent more than twenty years across corporate marketing, communications, agency leadership, business consulting + international speaking.
Before founding Elevate Marketing + Communications, she led marketing strategy for nationally + internationally recognised brands.
Lindt
Alfa Romeo
Jeep
Fiat
Schweppes
Cadbury
Genesis Health + Fitness
JUMP! Swim Schools
“Marketing only works when the business behind it is strong.”
Today she combines corporate-level strategic thinking with practical mentoring to help beauty businesses improve profitability, positioning, pricing, customer experience, systems + long-term growth. She doesn't simply teach marketing. She helps businesses become stronger businesses.
02 - The Mission
Why the
beauty industry?
After working across many industries, Charmaine recognised one consistent problem.
Beauty professionals are taught technical excellence. Very few are taught how to build exceptional businesses.
That became her mission - helping beauty professionals become business owners, not just brilliant technicians.
Beauty school teachesTreatments
It doesn't teachPricing
It doesn't teachLeadership
It doesn't teachMarketing
It doesn't teachSystems
It doesn't teachProfitability
It doesn't teachBusiness growth
It doesn't teachHow to become known
03 - What Charmaine Believes
A point of view before anything else.
01
Beauty school teaches treatments. It doesn't teach business.
02
Marketing without strategy is just noise.
03
Being fully booked doesn't automatically mean you're profitable.
04
Your reputation should bring you clients before your advertising does.
05
The strongest businesses don't compete on price. They compete on value.
06
Growth isn't about doing more. It's about doing what matters most.
07
Business should create freedom. Not burnout.
08
Confidence comes from clarity.
04 - Experience + Recognition
A career built in public.
Recognised for helping businesses improve positioning, profitability + sustainable growth across beauty, hospitality, health + professional services.
- Age 13
Marketing begins
Charmaine's marketing career starts early - the beginning of a lifelong obsession with why businesses grow.
- 2008
Diploma of Marketing
Completes her Diploma of Marketing at Victoria University.
- 2009
Advanced Diploma of Marketing
Completed her Advanced Diploma of Marketing at Victoria University.
- 2011
European Business + Economy
Completes a Certificate of European Business + Economy at HAN University in The Netherlands.
- 2011
Double Degree in Communications
Graduates from Victoria University with a Double Degree in Communications, majoring in Public Relations.
- 2011
Corporate world
Joins the advertising agency world as a National Promotions Coordinator at Traffik Promotions of Clemenger BDDO.
- 2013
Fitness industry
Enters the fitness industry as a National Marketing Manager for Australia's leading sports nutrition distributor.
- 2017
The Fitness Show Australia
Becomes the National Marketing Manager for The Fitness Show Australia - running large scale events that drew 32,000 through their doors over a weekend.
- 2018
Elevate Marketing + Communications
Charmaine founds Elevate Marketing + Communications + commences operation.
- 2019
General Manager of Marketing
Joins Australia + NZ's leading health + wellness provider Belgravia as General Manager of Marketing, managing the strategy for 6 fitness business units including Genesis Health + Fitness + JUMP! Swim Schools - one of two females to also sit on the board.
- 2022
Locks Lash
Joins beauty educator Locks Lash as their Marketing Director.
- 2025
Elevate full time
Charmaine spreads her wings + focuses on Elevate Marketing + Communications full time.
On stage around the world
Keynote
Premiere Orlando, USA
Panel
Beauty Expo Australia
Keynote
REALtalk · Hair Festival
Keynote
International Lash Expo · Phoenix, USA
Education Session
Be + Well · New York, USA
05 - Areas of Expertise
Where strategy meets the salon floor.
02
Salon Growth
Systems, positioning + marketing built for how salons actually run.
03
Marketing Strategy
Corporate-grade strategy, translated for owner-operators.
04
Brand Positioning
Being chosen - not compared - inside a crowded local market.
05
Pricing Strategy
Pricing built on value, margins + confidence, not competitor screenshots.
06
Client Experience
The end-to-end experience that creates loyalty, referrals + reviews.
07
Leadership
Leading a team that protects the brand when you're not in the room.
08
Business Systems
The quiet infrastructure behind every business that scales calmly.
09
Local Area Marketing
Becoming the recognised name in your suburb - before you spend on ads.
10
Personal Branding
Positioning the founder as the industry voice, not just the operator.
11
Content Strategy
Content that compounds authority instead of feeding the algorithm.
12
Business Mentoring
Long-term partnership focused on sustainable, profitable growth.
06 - Speaking
On the main stage.
Charmaine is an international keynote speaker delivering high-energy, deeply practical sessions at major industry events across Australia, New Zealand + the United States.
Book Charmaine to Speak- 2026KeynoteREALtalk Business Forum · Hair FestivalSydney, Australia
- 2026KeynotePremiere Beauty Shows OrlandoOrlando, Florida, USA
- 2026KeynoteInternational Beauty Show (Be + Well)New York, USA
- 2026KeynoteInternational Lash + Brow MastersSydney, Australia
- 2026KeynoteBeauty Expo AustraliaSydney, Australia
- 2025KeynoteInternational Beauty Show (Be + Well)New York, USA
- 2025KeynoteInternational Lash ExhibitionArizona, USA
- 2025KeynoteInternational Nails + Lash ExhibitionFlorida, USA
- 2025KeynoteBeauty Expo AustraliaSydney, Australia
- 2025KeynoteInternational Lash MastersSydney, Australia
- 2024KeynoteAotearoa Lash ConferenceNew Zealand
WHERE YOU HAVE SEEN CHARMAINE
07 - Press + Features
Featured + published.
Regularly featured + published across leading beauty, spa + salon industry titles.
02 · Feature
American Spa
"Featured contributor"
05 · Feature
Body + Soul
"Featured contributor"
08 - Work With Charmaine
Four ways into the room.
09 - Insights
What Charmaine writes about.
A growing library of thinking on the topics that actually move beauty businesses forward.
Beauty BusinessSalon MarketingPricingLeadershipGoogle BusinessBrand StrategyClient RetentionBusiness SystemsLocal Area Marketing
The Beauty Edit
Build a business that's
impossible to ignore.
Whether you're just starting your beauty business or leading an established salon, every successful business begins with better strategy. Explore The Beauty Edit + discover the education, mentorship + business support designed to help you build a business that's recognised, respected + built to last.