Chidinma Asonye is the Chief Operating Officer of S by Serena, Serena Williams’ collection of fashion, jewelry, cosmetics, and skincare DTC branded product lines. Chidinma reports to Serena directly. Chidinma brings extensive experience in the areas of DTC advertising, brand building, skincare and growing private equity backed businesses. Chidinma was previously Executive Director of La Mer Global eCommerce and Global Omnichannel at Estee Lauder Companies, where she led brand building and consumer engagement across multiple brands and distribution channels. Prior to her time at La Mer Global and Estee Lauder, Chidinma was a Project Leader at Boston Consulting Group following her Harvard MBA. Chidinma previously spent 6+ years in private equity and investment banking at Merrill Lynch, American Capital, and Prospect Partners.