Keil’s leadership, drive and passion for the consumer helped earn her a spot on the 40 Under 40. At Madison Reed, which used to be exclusively DTC, she leads Omnichannel Retention and Client Insights, where she is involved in practically every touch point after the client’s first interaction with the brand. Keil developed Madison Reed’s marketing playbook for the first fleet of its retail Hair Color Bars and launched the Unlimited Roots Membership, a monthly program that offers unlimited root services in the Hair Color Bars. She improved Madison Reed’s omnichannel retention, which required cross-functional leadership, strong analytics and an understanding of what keeps clients loyal to the company. Keil also led consumer research to develop the in-store experience. Her work contributed to the brand’s explosive growth in 2020, where sales grew 130% and the client base doubled.