Shiseido names Claudia Poccia the CMO of Bare Escentuals
Shiseido Americas announced on Wednesday the appointment of Claudia Poccia to Chief Marketing Officer of Bare Escentuals, effective October 10, 2016. Poccia will assume the role from Sandy Saputo who will remain with Bare Escentuals as an advisor through the remainder of the year and will help with the transition.
As CMO, Poccia will be responsible for outlining a strategic growth plan for the brand and explore ways to build on bareMinerals’ position. She will work closely with Shiseido’s Digital Center of Excellence in New York and will report to the President of Bare Escentuals who will be appointed on a later date.
Poccia heads to Bare Escentuals from Gurwitch Products where she served as President and CEO from 2011 to 2015. Prior to Gurwitch Products, she held several leadership positions at Avon including President, Avon Beauty and Global President for mark., Avon’s trend beauty and fashion boutique brand, and Estée Lauder where she worked for 10 years and served as Senior Vice President, General Manager for Stila, and Vice President, Business Development for Estée Lauder USA and Canada among other positions.
The appointment follows the hiring of former Coty VP Kathy Cullen as General Manager for Bare Escentuals US.
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