Shiseido Americas names Claudia Poccia as Bare Escentuals CMO


President & CEO Marc Rey says Poccia has an “incredible track record” of guiding beauty brands

Shiseido Americas Corporation has named Claudia Poccia as Chief Marketing Officer of Bare Escentuals.

Having started the role on 10 October, Poccia succeeds Sandy Saputo, who has agreed to remain with the brand until the end of the year in an advisory capacity and to help ease the transition. Poccia will report to the President of Bare Escentuals who is yet to be appointed.

Poccia previously worked as President and CEO of Gurwitch Products from 2011 to 2015, leading the Laura Mercier and RéVive brands, both of which were acquired by Shiseido in June this year as part of the company’s takeover of Gurwitch.

In her new role, Poccia will be expected to define and lead all aspects of the bareMinerals colour cosmetics brand globally, creating and implementing a strategic growth plan.

Consumer engagement and brand relevance are key focus points for Poccia.

Marc Rey, President & CEO, Shiseido Americas, said Poccia has an “incredible track record” of guiding beauty brands and has proven herself to be a “visionary leader” with the ability to accelerate growth and drive ROI.

Rey said: “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 realize its full potential.”

Prior to this, Poccia held leadership roles at Avon including the position of President of Avon Beauty.

At the same time, Poccia was Global President for mark. – Avon’s trend beauty and fashion boutique brand. Poccia’s other tenures include Senior Vice President at Estée Lauder, where she worked for more than ten years; General Manager for Stila; and Vice President, Business Development for Estée Lauder USA and Canada.

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Poccia also sits on the board of CEW.