Full Name
Joni Odum
Job Title
CEO
Company Name
Firstline
Speaker Bio
Joni Allyn Odum is a dynamic Texas-born entrepreneur serving as President and CEO of Firstline Inc., a premier personal care company headquartered in Houston, Texas. Established in 1986, Firstline Brands made history as the first African American-owned hair accessory company to achieve national distribution, securing placements in major retailers such as Walmart, Target, Walgreens, CVS, Sally Beauty, and numerous other U.S. and international outlets. The company’s signature brands—Evolve®, WavEnforcer®, DriSweat®, Camryn’s BFF®, and Sleek®—are thoughtfully designed to meet the unique needs of textured hair consumers.
Joni credits her accomplishments to strong personal values, rich cultural experiences, rigorous education, and a relentless work ethic instilled early on by her late father and Firstline Brands’ founder, Robert A. Bowser. Her childhood summers spent under his mentorship—from packaging wrap caps to understanding company operations firsthand—nurtured her enduring entrepreneurial spirit and strategic vision.
Known for her engaging personality and genuine passion for uplifting others, Joni has successfully expanded Firstline Brands into new markets, driving significant innovation across product lines. Notable achievements include the groundbreaking Evolve® Wide Edge Bonnet collection, Evolve Satin Wraps, and the acclaimed Camryn’s BFF® & Evolve® Edge Brush, all strategically crafted to enhance textured hairstyles. Her expertise spans product innovation, strategic growth, financial acumen, and relationship management. Under her leadership, Firstline has secured numerous accolades for innovation and achieved impressive expansion nationwide.
Before leading Firstline Brands, Joni developed her strategic and financial expertise at Johnson & Johnson through their Financial Leadership Development Program, where she supported global strategic marketing initiatives and managed the brand marketing budget for prominent brands like Neutrogena and Tylenol. Joni holds a Bachelor of Science degree in Finance from Hampton University’s School of Business, graduating cum laude.
Outside of her professional life, Joni enjoys traveling internationally with family and friends, immersing herself in diverse cultures, enjoying live music and performances, pursuing personal growth, and cherishing moments with her husband and three children.
Joni credits her accomplishments to strong personal values, rich cultural experiences, rigorous education, and a relentless work ethic instilled early on by her late father and Firstline Brands’ founder, Robert A. Bowser. Her childhood summers spent under his mentorship—from packaging wrap caps to understanding company operations firsthand—nurtured her enduring entrepreneurial spirit and strategic vision.
Known for her engaging personality and genuine passion for uplifting others, Joni has successfully expanded Firstline Brands into new markets, driving significant innovation across product lines. Notable achievements include the groundbreaking Evolve® Wide Edge Bonnet collection, Evolve Satin Wraps, and the acclaimed Camryn’s BFF® & Evolve® Edge Brush, all strategically crafted to enhance textured hairstyles. Her expertise spans product innovation, strategic growth, financial acumen, and relationship management. Under her leadership, Firstline has secured numerous accolades for innovation and achieved impressive expansion nationwide.
Before leading Firstline Brands, Joni developed her strategic and financial expertise at Johnson & Johnson through their Financial Leadership Development Program, where she supported global strategic marketing initiatives and managed the brand marketing budget for prominent brands like Neutrogena and Tylenol. Joni holds a Bachelor of Science degree in Finance from Hampton University’s School of Business, graduating cum laude.
Outside of her professional life, Joni enjoys traveling internationally with family and friends, immersing herself in diverse cultures, enjoying live music and performances, pursuing personal growth, and cherishing moments with her husband and three children.
Speaking At
