The Estée Lauder Companies Inc
.: appointed Barbara De Laere to senior vice president/general manager, Aveda – North America. Based at Aveda’s global headquarters in Blaine, MN, she is responsible for optimizing Aveda’s growth potential in North America. She leads a team of executives to develop and execute Aveda’s North America go-to-market strategy – overseeing applied marketing, retail and field sales and education. Her role includes strengthening Aveda’s winning strategy across its retail channels, including its salons and spas, experience centers, online and omnichannel. In addition, she leads the brand’s digital marketing and social media strategies in North America, and further drive consumer engagement across all touchpoints, including in stores and salons.
De Laere joins the company from L’Oréal, where she spent the past 16 years in various international senior leadership and general management roles within its professional products division. Her global experience has included positions in the Netherlands, France, Germany and New York, as well as broader oversight of Western Europe and Asia Pacific. During her tenure, she was responsible for managing brand identities, go-to-market strategies and revenue growth of several well-known hair care brands. Most recently, she served as general manager and executive vice president, Asia Pacific-Professional Products Division, based in Shanghai, China, where she helped lead the integration of newly acquired skin care brands, among other responsibilities.