L’Oréal USA recently announced the appointment of Han Wen as Chief Digital & Marketing Officer for the company, effective immediately. Wen will serve as a member of L’Oréal USA’s Management Committee. The appointment comes as the beauty leader continues its digital acceleration in the US market.
In this role, she will lead the digital transformation of the company, in partnership with its divisions and brands. Her scope includes a focus on consumer insights and intelligence, digital go-to-market-strategies, marketing innovation, media planning and buying, and creating a center of excellence in content and digital services.
Wen brings her expertise from L’Oréal USA’s Professional Products Division (PPD) where she has led the digital transformation for the US business since 2017. In that role, she harnessed a digital and data-driven marketing approach to enable brands to reach the consumer across platforms and at every moment of the customer lifecycle during a time that was marked by a 5x increase in the Division’s ecommerce weight of business.
Prior to her role as CDMO for PPD US, Han served as the Global Chief Digital Officer for the L’Oréal Paris brand. Han rejoined L’Oréal after spending two years at LVMH and nearly eight years with the Clarins Groupe where she was the Group Chief Digital Officer. In this role, Han was responsible for developing and executing enterprise-level business, technology and innovation strategies.
Han Wen succeeds Marc Toulemonde, who had been appointed Chief Digital & Marketing Officer of L’Oréal USA in November 2020.
“We are always focused on innovating our marketing strategies and adapting our channels to meet the changing needs of our consumers, and we are thrilled that Han will be driving our digital transformation in partnership with our brands,” said David Greenberg, L’Oréal USA CEO.
Earlier this month, the company also announced the appointment of Susannah Greenberg to Chief Information Officer for the Americas, Leslie Marino to President of our Professional Products Division (PPD) for the U.S. and Nathalie Gerschtein to President of our Consumer Products Division for (CPD) the North America Zone.
In her new role, Susannah Greenberg will drive the growth, development and transformation of L’Oréal’s Beauty Tech ambition. She will focus on strengthening consumer experiences by advancing personalized, virtual services, implementing market-leading e-commerce capabilities and customer relationship management technologies while fostering greater accessibility of L’Oréal’s digital channels. Greenberg will serve as a member of L’Oréal USA’s Management Committee and a member of the Global IT Management Committee.
As President of PPD U.S., Leslie Marino will oversee the extensive portfolio of brands within the Division including Biolage, Kérastase, L’Oréal Professionnel, L’Oréal Technique, Matrix, Mizani, Pulp Riot, Pureology, Redken and Shu Uemura Art of Hair, as well as the Commercial, Digital, Education and Business Development activities that are critical to drive business in the U.S. and growth worldwide.
At the head of CPD for the North America Zone, Nathalie Gerschtein will be responsible for accelerating growth, innovation and sustainable practices across North America’s mass market portfolio of brands and product categories from skin care and makeup to haircare and haircolor. In this role, Gerschtein oversees a portfolio of trusted and iconic brands such as L’Oréal Paris, Maybelline New York, Garnier, and NYX Professional Makeup, in addition to essie, Thayers Natural Remedies, Carol’s Daughter, and Softsheen-Carson. This appointment is an expansion of her previous leadership role as President of CPD U.S.