09.29.16
Shiseido Americas Corporation, which recently acquired Gurwitch Products, has announced that Claudia Poccia, former president and CEO of Gurwitch, has been named CMO of Shiseido’s Bare Escentuals brand, effective October 10. Poccia takes over the role from Sandy Saputo, who will remain in an advisory position at Bare Escentuals during the transition. Poccia will report to the president of Bare Escentuals, who will be appointed at a later date.
As CMO and a member of Bare Escentuals’ executive leadership team, Poccia will lead 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. 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.
Marc Rey, president & CEO, Shiseido Americas, says: “Claudia has an incredible track record of brand stewardship in the beauty industry and has proven herself to be a visionary leader with the ability to accelerate growth and drive ROI for companies through successful co-branded, multi-platform consumer marketing experiences.” He added, “I have great confidence in Claudia’s ability to further deliver results for the BE organization and to find innovative new ways to invigorate bareMinerals while upholding all that the brand stands for. I am excited to see the initiatives she will spearhead to better engage with BE’s target consumers and help realize its full potential.”
As president and CEO of Gurwitch Products from 2011 to 2015, Poccia 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, she was global president for mark. Prior to Avon, she spent more than 10 years at Estée Lauder, where she held the role of senior vice president, general manager for Stila, and VP, business development for Estée Lauder USA and Canada, among other positions. She has also served on the board of F.I.T. and currently sits on the board of C.E.W.
As CMO and a member of Bare Escentuals’ executive leadership team, Poccia will lead 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. 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.
Marc Rey, president & CEO, Shiseido Americas, says: “Claudia has an incredible track record of brand stewardship in the beauty industry and has proven herself to be a visionary leader with the ability to accelerate growth and drive ROI for companies through successful co-branded, multi-platform consumer marketing experiences.” He added, “I have great confidence in Claudia’s ability to further deliver results for the BE organization and to find innovative new ways to invigorate bareMinerals while upholding all that the brand stands for. I am excited to see the initiatives she will spearhead to better engage with BE’s target consumers and help realize its full potential.”
As president and CEO of Gurwitch Products from 2011 to 2015, Poccia 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, she was global president for mark. Prior to Avon, she spent more than 10 years at Estée Lauder, where she held the role of senior vice president, general manager for Stila, and VP, business development for Estée Lauder USA and Canada, among other positions. She has also served on the board of F.I.T. and currently sits on the board of C.E.W.