Estée Lauder creates team to develop global marketing capability
Global beauty giant Estée Lauder has appointed Georgia Garinois-Melenikiotou in order to lead a newly-created “Corporate Marketing Center of Excellence” from April. This new team is designed to support Estée Lauder’s Brands, Research & Development teams as well as the multinational’s regional teams by developing its global consumer knowledge and marketing operations. The move is part of a bid to increase the efficiency of activities such as CRM, advertising, ‘multicultural’ marketing, consumer research and digital strategies.
Garinois-Melenikiotou – as Senior Vice President, Corporate Marketing – will report to President and CEO Fabrizio Freda. She joins from health care products and pharmaceuticals company Johnson & Johnson, where she has held marketing positions for over 20 years, including the role of president of the global beauty business unit. She will be based in New York and said that she was looking forward to playing a role in “fostering even greater creative and efficient marketing efforts to further benefit the company.”
Late last year, the global beauty giant offered women in the US free makeovers and branded photos to use as their profile pictures on social networking sites. A report in DMNews described the company’s approach as “something creative and truly useful.” “Most premium brands’ social media marketing efforts involve joining Twitter or creating a Facebook page or iPhone app,” it said.
Estée Lauder is famous for campaigns fronted by Gwyneth Paltrow and Elizabeth Hurley. The company’s products are sold in over 140 countries and territories worldwide and include brands such as Clinique, Bobbi Brown and Jo Malone.
“Our mission is to understand global consumers,” said Freda. “I am confident that Georgia’s extensive marketing experience, her deep knowledge of the global marketing and innovation process, combined with her comprehensive understanding of the beauty industry will make her a fantastic addition to our leadership team.”
Tags: Global Brand
