30 May 2023

John Paul Mitchell Systems announces Two New Promotions

Jason Yates is now the Vice President of Marketing and Sales and Robert Cromeans is Global Artistic and Business Director of John Paul Mitchell Systems.

John Paul Mitchell Systems, a leader in the professional haircare industry, has promoted Jason Yates to serve as its new Vice President of Sales and Marketing. In addition to overseeing the marketing division, a position he has held for over three years, Yates will also head up global sales, leading a sales team of over seventy professionals in the field. This team is responsible for sales and training, and the implementation of JPMS initiatives, strategies and culture within the distribution network, to effectively connect with the hairdressing market. Yates will also play a key role in product development for the company through aggressive product innovation.

Jason Yates began his career 25 years ago as a hairdresser in the UK, working his way up from salon apprentice to manager, ultimately becoming the managing director for a group of 22 salons. During that time, he also worked as a platform artist and educator for a hair care manufacturer, exposing him to multiple industry opportunities and a career path beyond the salon. Continuing his fast track to the top, Jason moved to the US to become an artistic director for Farouk Systems, where he worked on everything from education and shows to product development. By the time he left the company, he was head of sales and marketing. In 2012, Yates joined JPMS as the vice president of marketing, where he led the marketing strategy and global vision for all brands. “We always welcome change at JPMS and when the time came to fill the role, there was no one more qualified. His hairdressing background and extensive knowledge of the industry give him the skills to take our sales team to the next level, and we are looking forward to dynamic growth under his leadership,” says John Paul DeJoria of Yates’ new role.

Robert Cromeans, New Global Business Director

Due to the great success of the first edition of Paul Mitchell’s Business Revolution, Luke Jacobellis, President of JPMS for over 25 years, crowned emcee Robert Cromeans as not only the Global Artistic Director, but also the Global Business Director of JPMS. Hosting the event, Robert Cromeans, along with JPMS’ Vice President of Education and Shows and Artistic Director, Stephanie Kocielski, envisioned a new learning platform that featured key business building skills taught by the most highly respected mentors in the industry. For this Gathering, Robert put down his clippers and took off his hat to facilitate dialogue with special guest speakers on best practices ranging from manifesting a great brand within your salon, harnessing the power of a reservation system, understanding the P&L sheet, and managing correct inventory levels. The JPMS team brought real-time numbers and practical tips to the event to help salon owners see, understand and grow their business.

Hairdresser, salon owner, platform artist and industry legend—Robert Cromeans’ charming wit, innovative artistry and proven business strategies inspire hairdressers around the globe. Few have achieved such international acclaim, and even fewer still have worked so hard to share the keys to success with others. As proud owner of the mega-successful A Robert Cromeans Salons and Walkin Salons by Robert Cromeans, located in San Diego, Las Vegas & Tulsa, Robert shares tried-and-true techniques that are backed by the Robert Cromeans name. This charismatic Scotsman always wraps his message of artistic innovation and contagious entrepreneurship in a package of encouragement: “If I can do it, you can too!


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