VidaCorp North America Appoints Meridith Rojas Chief Marketing Officer

VidaCorp, the consumer health and beauty subsidiary of DBG Health Group and home to market leading health, wellness and beauty brands including Australia’s MCoBeauty, has welcomed Meridith Rojas as its new chief marketing officer (CMO).

Rojas will lead all aspects of VidaCorp’s North America’s brand and marketing strategy, including marketing creative, talent and influencer, digital, social, PR and strategic partnerships for the beauty portfolio, including MCoBeauty, Nude by Nature and ESMI skin minerals.

“MCoBeauty has sparked a frenzy in Australia by democratizing beauty with its high-quality and affordable products. It is an honor and privilege to help introduce them to the US market,” said Rojas. “There’s been a seismic shift in how consumers approach their beauty routines and the brands they champion. Social-first, community-driven brands anchored in entertainment that engage deeply with their audiences are shaking up the industry. I’m excited to leverage my experience creating noise for brands through innovation, passion, and creativity to position VidaCorp’s brands as standouts that will capture the attention of the US consumer.”

Rojas was previously the chief brand officer at influencer marketing platform Captiv8 and prior to that, the global head of entertainment and creator marketing at Logitech. While at Logitech, she led talent partnerships with musicians including Miley Cyrus for the “Raise Your Voice” campaign and Lil Nas X for the company’s first Super Bowl ad in 2021. Rojas also created the now-annual Song Breaker Awards, which honors creators’ impact on music discovery and consumption, which became an ongoing Billboard Magazine monthly chart and earned two global marketing awards: Hermes Creative Award 2021 and the Muse Creative Award 2021.