Shiseido appoints new chief marketing officer of Bare Escentuals

Shiseido Americas Corporation has appointed Claudia Poccia as the chief marketing officer (CMO) of Bare Escentuals.

Poccia will assume her new role from 10 October, taking over from Sandy Saputo who will remain as an advisor until the end of the year.

Poccia will report to the president of Bare Escentuals, to be appointed at a later date. As CMO and a member of Bare Escentuals’ executive leadership team, she will be responsible for defining and outlining a strategic growth plan and exploring ways to increase engagement with customers.

She will also work closely with Shiseido’s Digital Center of Excellence in New York to connect with customers worldwide.

Shiseido Americas' president and CEO Marc Rey said: “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 return on investment (ROI) for companies through successful co-branded, multi-platform consumer marketing experiences.

“I have great confidence in Claudia’s ability to further deliver results for the BE organisation 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 realise its full potential.”

From 2011 to 2015, Poccia served as president and CEO of Gurwitch Products and led the Laura Mercier and RéVive brands.