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Dive Transient:
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Sephora has tapped Zena Srivatsa Arnold as chief advertising officer, a job held by Deborah Yeh for greater than seven years, until December.
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Arnold will begin the job in early summer time, a Sephora spokesperson mentioned by e mail. Most just lately she led advertising groups for carbonated gentle drinks at PepsiCo. Earlier than that, she was chief advertising and chief digital officer at Kimberly-Clark.
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Yeh remains to be with Sephora as global chief purpose officer, a title she has held since 2021, based on her LinkedIn web page.
Dive Perception:
Dealing with stiff competitors on and offline from fierce rival Ulta and even malls and drugstores, Sephora employs a nimble advertising technique primarily based partially on loyalty and community-building.
The LVMH-owned magnificence retailer launched a members-only social platform in 2017 and continues to tweak its Beauty Insider program, adding benefits in 2018 after which introducing extra rewards inside months. Extra just lately the corporate confirmed it additionally has its limits, when it launched a $25 buy minimal on-line for its birthday perk and curbed the variety of birthday items that may very well be despatched to at least one deal with per yr.
In recent times Sephora dropped its affiliation with J.C. Penney, moving on to a similar partnership at Kohl’s. The retailer has characterised the tie-ups as alternatives to succeed in a unique buyer base.
In accordance the Sephora spokesperson, Arnold is a seasoned advertising government who drove development at PepsiCo by focusing on youthful shoppers. She arrives simply months after Guillaume Motte took the CEO reins, following final yr’s departure of Martin Brok after lower than two years; Chris de Lapuente led the corporate within the interim.
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