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As President of EvelineCharles Salons | Spas | Beauty MD, Lina is responsible for conceptualizing the company vision and implementing corporate strategies to meet revenue, productivity, and profitability goals for the company’s six Salons | Spas | Beauty MD, two beauty academies, a company product line, and the newly formed EC Labs. Lina is an independent leader who thrives on creative problem solving and innovation within the company. If there was one word to describe her business personality, it would be persistent. No matter what hurdles have come forth while building the EC enterprise, Lina always could maintain the vision that has elevated EvelineCharles to the next level.

In 1995, Lina joined EvelineCharles Salons | Spas | Beauty MD working at the location level, where she was recognized as Spa Manager of the Year by Spa Management Magazine. Over the years, Lina led many departments including product development, marketing, and operations. Her comprehensive understanding of each department makes her an integral member of the executive team. As President, Lina now works at the strategic level, guiding the encapsulated and vertically integrated business and overseeing the company of 215 employees.

EvelineCharles's innovative nature is driven by Lina’s tenacious need to exceed the beauty industry’s boundaries, which is why the company has branched into custom formula design and manufacturing through EC Labs for the health and beauty industry. Throughout the implementation of the EC Labs business model, Lina continues to work with an international team of formulators and chemists as well as with the Alberta Government, to diversify the Canadian export industry.

Lina assisted in the implementation of EC Academy, further vertically integrating the company. In addition to the various full-time and part-time courses that EC Academy offers, Lina envisioned bringing beauty education online. This idea was accomplished through the EC Virtual Classroom, an online makeup course that is offered nationwide. As Lina grew up in the small town of Falher, Alberta, she saw the need for a platform that provided opportunities and education to these remote areas.

As an advocate for the beauty industry, Lina is a keynote speaker at colleges and universities throughout Western Canada. Lina refers to her Marketing Diploma from NAIT as the launching point of a career she is passionate about. To raise the bar in the beauty industry, Lina delivers national and international workshops on topics such as product development, marketing, salon and spa operations, succession planning, and successful business management models. Her success has been recognized by the Young Presidents Organization (YPO) and the World Presidents Organization (WPO).