Camila Hayward | Turning Values Into Behavior Across Teams, Brands, and Cultures | L&D • Operations • Culture | EN • ES • PT | U.S. & LATAM | Former Owner & COO, Tulip Chicago

L&D • Operations • Culture
EN • ES • PT | U.S. & LATAM

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STATEMENT
”I helped pioneer the transformation of a stigmatized, unregulated category into a trusted consumer market by re-engineering the systems and culture behind it. This category was historically defined by legal ambiguity and a 'trust deficit' that left consumers vulnerable. I entered this space not just to grow a business, but to establish a standard of care where no playbook existed.
Through Tulip Chicago and PS Three Red Peaches Inc, I built a vertically integrated ecosystem spanning retail, manufacturing, and wholesale—intentionally sequenced for trust before volume. By prioritizing safety-led design and advocating for transparency, I helped move the category from the 'taboo' margins into the mainstream health and wellness space.
Today, the result is visible in everyday culture: you can now find these products alongside groceries at neighborhood retailers like Walgreens. This normalization was achieved by deliberately designing for human dignity and proving that uncompromising ethics are the most effective driver of long-term, sustainable scale in under-structured markets.”

Core Map

Hello! I’m Camila Hayward. I’ve spent 20+ years leading organizations by building the cultures, systems, and teams that turn strategy and values into real behavior— across retail, manufacturing, hospitality, and education — scaling businesses, managing cross-functional teams, and creating the conditions for people and organizations to thrive in complex, high-stakes environments.I was the Owner and COO of PS Three Red Peaches, which included Tulip in Chicago. My path to ownership started in 2004. During my first year at SAIC, I spotted a part-time sales associate ad at Tulip in Andersonville, Chicago. I was hired, fell in love with Tulip’s mission, and quickly advanced to General Manager and Buyer for two locations and nationwide pop-up events for 4 years.Many years later, I returned to Tulip as the Owner and COO, and founded PS Three Red Peaches, leading multi-location retail operations and e-commerce, as well as manufacturing and wholesale. Over seven years of ownership, I scaled these businesses significantly — opening additional locations, expanding wholesale distribution nationwide, and growing e-commerce by 400 percent. Tulip operated in an unregulated, stigmatized market with no industry playbook and a profound trust deficit between businesses and the people they served. I built the enterprise on two pillars: trust and education. Every employee training, every consumer interaction, every product display, and every store environment was deliberately designed around those two things. That approach helped position intimate wellness products as credible, educational, and customer-centered — contributing to the category’s broader shift toward mainstream health and wellness. Tulip was repeatedly recognized by the AVN Media Network as one of the best specialty retailers in the country and earned a long-standing A+ BBB rating.Earlier in my career, I held senior leadership roles in Chicago’s hospitality industry, including serving as Operations Manager of multi-site, large-scale venues where I built diverse teams, oversaw high-volume operations, negotiated deals, and navigated complex regulatory and cultural dynamics. I also spent years in Education. First, as a Business English consultant to executives at global companies such as 3M and Procter & Gamble in Brazil, coaching high-stakes professional performance at the presidential level. Later, back in Brazil, I joined Red Balloon in Learning & Development — designing scalable curriculum frameworks, developing and mentoring instructors, and creating immersive learning experiences for hundreds of students. Alongside that work, I founded a free English-learning initiative for youth in an underserved community, blending language acquisition with arts-based techniques to build communication confidence and emotional safety. Across every role, the throughline of my career has been consistent: aligning operational rigor with strategic vision and systems design that relies on emotional intelligence and a deep understanding of trust, psychology, and human behavior.I hold a Fine Arts background with a concentration in Art Therapy from the School of the Art Institute of Chicago, and my approach to leadership is informed by psychology, design thinking, art, and lived experience.I’m Brazilian and American, born in São Paulo and raised between Chicago, Barcelona, and Brazil. I’m trilingual in English, Portuguese, and Spanish, and my worldview has been shaped by years of living and working across cultures. Outside of work, I paint, write and travel — I’m endlessly curious about the world and nature (I’m certified in beekeeping!). I rescue bully breeds and love to adventure with them. Family and uncovering new perspectives in life and culture are what inspire me most.I’m currently preparing to relocate back to the United States. I’m intentionally looking to partner with organizations seeking leaders who combine operational expertise with people-first thinking — building the cultures, systems, and learning environments that translate strategy into real behavior and lasting results.If you’re interested in connecting or exploring how I can support your organization, please reach out. I would love to hear from you.[email protected]Thanks for visiting.

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