09.29.16
Shiseido Americas Corporation has named Claudia Poccia chief marketing officer of Bare Escentuals, effective Oct. 10.
Poccia will assume the role from Sandy Saputo, who will remain with Bare Escentuals in an advisory capacity until the end of the year and will assist Poccia with the transition.
Poccia will report to the president of Bare Escentuals who will be appointed at a later date, according to Shiseido.
As CMO and a member of Bare Escentuals’ executive leadership team, Poccia will play a crucial role in defining and leading all aspects of the bareMinerals brand and products on a global basis. She will be responsible for outlining a strategic growth plan for the brand and will explore ways to build on bareMinerals’ position as a unique, compelling and highly relevant brand and driving increased engagement with consumers. Additionally, she will work closely with Shiseido’s Digital Center of Excellence in New York, with the goal of inspiring customers around the globe and connecting with them on an authentic intimate level.
Poccia served as president and CEO of Gurwitch Products from 2011 to 2015, where she led the Laura Mercier and RéVive brands. Prior to this role, she held several leadership positions at Avon, including president, Avon Beauty, leading the transformation of this iconic brand in the US. Simultaneously, Poccia was global president for mark.,where she designed and led initiatives to re-imagine the business of direct selling, directed at attracting millennials. Prior to Avon, she spent more than ten years at Estée Lauder. Poccia has also served on the board of F.I.T. and currently sits on the board of CEW.
Poccia will assume the role from Sandy Saputo, who will remain with Bare Escentuals in an advisory capacity until the end of the year and will assist Poccia with the transition.
Poccia will report to the president of Bare Escentuals who will be appointed at a later date, according to Shiseido.
As CMO and a member of Bare Escentuals’ executive leadership team, Poccia will play a crucial role in defining and leading all aspects of the bareMinerals brand and products on a global basis. She will be responsible for outlining a strategic growth plan for the brand and will explore ways to build on bareMinerals’ position as a unique, compelling and highly relevant brand and driving increased engagement with consumers. Additionally, she will work closely with Shiseido’s Digital Center of Excellence in New York, with the goal of inspiring customers around the globe and connecting with them on an authentic intimate level.
Poccia served as president and CEO of Gurwitch Products from 2011 to 2015, where she led the Laura Mercier and RéVive brands. Prior to this role, she held several leadership positions at Avon, including president, Avon Beauty, leading the transformation of this iconic brand in the US. Simultaneously, Poccia was global president for mark.,where she designed and led initiatives to re-imagine the business of direct selling, directed at attracting millennials. Prior to Avon, she spent more than ten years at Estée Lauder. Poccia has also served on the board of F.I.T. and currently sits on the board of CEW.
