Estée Lauder has announced the appointment of Gaétane Baudry as SVP and global general manager of Bobbi Brown, effective on 8 October.
She will report directly to Lisa Sequino, global president of makeup brands, and is set to be based in New York.
As part of her new role, Baudry will oversee Bobbi Brown’s global strategy with the goal of strengthening the brand’s profitability and advancing innovation as well as deepening consumer engagement.
She brings over two decades of experience to the role, working across building brands, leading transformations, and driving growth across international markets.
In her most recent position, she served as global brand president of Shu Uemura at L’Oréal Luxe, where she managed the brand’s marketing, communications, retail, e-commerce, and business development activities.
During her tenure she refreshed the brand platform and category strategy as well as improving its cultural relevance and advanced its omnichannel experience according to the company.
She has extensive experience across luxury brands, makeup, innovations, and global brand strategy.
Before joining the global cosmetics and beauty business, she worked in leadership roles at Giorgio Armani Beauty, Helena Rubinstein, and Lancôme.
Lisa Sequino, global president, makeup brands at Estée Lauder said: “Gaétane is an inspiring and highly collaborative leader who brings experience, energy, and a strong focus on execution.
“Her global brand-building record, strong commercial leadership, and passion for creating meaningful consumer experiences will be invaluable as Bobbi Brown builds on its unique brand equity focused on effortless natural beauty while accelerating its digital evolution, moving into new channels, and deepening its ability to connect with women around the world.”
This move is part of a business strategy to strengthen Bobbi Brown’s executive leadership team as it aims to enhance its relevance across markets.
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