Beauty Store Business magazine - July, 2019

New Executive Leadership at Estée Lauder

The Estée Lauder Companies announced on Monday, October 1, that it is elevating two senior leaders into key roles in order to continue its strong new business growth momentum.

Effective immediately, Lisa Sequino has been appointed to senior vice president, global general manager, Becca, reporting to Fabrice Weber, president, Prestige and Artisanal Fragrances and New Brands Empowerment Group. Sequino will join the company’s extended executive leadership team. Additionally, Andrew Ross has been promoted to executive vice president, Strategy and New Business Development, effective immediately. Andrew will continue to jointly report to Fabrizio Freda, president and CEO and Tracey T. Travis, EVP and CFO. He will remain a member of the company’s executive leadership team.

The appointment of Sequino underscores the company’s commitment and investment in new brands. Sequino succeeds Bob DeBaker, who will be taking on special projects for the company effective October 31, 2018 and will continue to report to Weber. Sequino will aim to build and expand Becca’s global brand equity, creating and implementin the brand strategy, as well as furthering the global business.

“Lisa’s [Sequino] deep command of brand strategy, combined with her terrific acumen for retailer and channel relations, especially within specialty-multi, where BECCA has a significant presence, make her a perfect fit to lead this dynamic brand and team,” said Mr. Weber. “We are thrilled to welcome Lisa to this new role and look forward to seeing her lead BECCA into its next chapter of growth.”

In her most recent position as senior vice president, general manager, Estée Lauder and Aerin Beauty – North America, Sequino drove the development and execution of the North America go-to-market strategy for the company’s namesake brand, and overseen Aerin Beauty as it continues to expand its luxury fragrance and beauty business in North America. In her role, Lisa enabled substantial growth and increased profitability for the Estée Lauder brand in North America with distribution into Ulta and improved department store business. Claudia Benshimol succeeds Sequino.

Since joining the company in September 2016 as senior vice president, Strategy and New Business Development, Ross has played an important role in crystalizing company’s strategy, which is helping to drive long-term sustainable growth. Ross is credited for helping to develop many of the strategic choices that has helped the company achieve its strong track record of performance in today’s challenging market. In particular, Ross helped refine the company’s approach to new business and has fostered key relationships with founders early in the discovery process. Under his leadership the company acquired two of its fast-growing brands: Becca and Too Faced.

“Central to our record performance has been our ability to unleash the power of our brand portfolio and our multiple engines of growth. Andrew’s excellent pulse on industry and consumer trends, and his acute ability to identify areas to strengthen and diversify our brand portfolio, has led to the growth of our business through a mix of sound strategic choices and impactful acquisitions,” said Mr. Freda. “This promotion celebrates Andrew’s outstanding leadership and his continued efforts in driving the strategy to gain competitive advantage and capture growth opportunities today and well into the future.”

Photos courtesy of The Estée Lauder Companies