Shiseido promotes Marion Setiey to new VP role for EMEA zone

By

Marion Deslandes

Published
Jan 18, 2017

Shiseido is beefing up its structure. Already firmly rooted in the Japanese group, Marion Setiey has been named International Communication & Digital Vice President for the Europe, Middle East and Africa zone in a freshly-created post.

The appointment arrives at a time when the division of the Japanese group is reorganizing its teams. Last October, Beauté Prestige International (BPI), its perfume subsidiary based in France was integrated into Shiseido Group EMEA, effectively creating a new entity. Marion Setiey, who has been employed at the firm since 2009 (as head of Media and Digital) will report directly to Louis Desazars, President and CEO of Shiseido Group EMEA, and will join the executive committee of the new body.

Among her new responsibilities, Setiey will be charged with the ‘growth of the influence of the brands and of the Shiseido Group in the EMEA zone,’ in addition to ‘developing a high level of expertise in the digitalization of all activities,’ according to a press release published by the group.

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Of particular importance is her role in the launch of the group’s e-commerce activity within the zone.

Currently number 8 in the beauty division in the EMEA region (across perfume sales, skincare and cosmetics), Shiseido aims to reach number 5 within the next 5 years. Its restructuring and e-commerce strategy be a significant factor into their pursuit of the goal.