Claudia Poccia has been appointed Chief Marketing Officer of Bare Escentuals in the US, announced parent company Shiseido Americas.
Effective October 10, 2016, Ms. Poccia will assume the role from Sandy Saputo, who will remain with Bare Escentuals in an advisory capacity until the end of the year and will assist Ms. Poccia with the transition. Ms. Poccia will report to the President of Bare Escentuals who will be appointed at a later date.
Ms. Poccia will be responsible for outlining a strategic growth plan for the brand and 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.”
Ms. Poccia served as President and CEO of Gurwitch Products from 2011 to 2015, where she 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, Ms. Poccia was Global President for mark., Avon’s trend beauty and fashion boutique brand, where she designed and led initiatives to re-imagine the business of direct selling, directed at attracting millennials. Prior to Avon, Ms. Poccia spent more than ten years at Estée Lauder, where she held the role of Senior Vice President, General Manager for Stila, and Vice President, 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.
“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 cobranded, multi-platform consumer marketing experiences,” said Marc Rey, President & CEO, Shiseido Americas. “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.”