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Sephora Promotes Julie Bornstein to Chief Marketing, Digital Officer

The move combines the chain’s brick-and-mortar stores with its position in cyberspace.

Julie Bornstein has been promoted to chief marketing and digital officer of Sephora Americas. She assumes some duties previously handled by Sharon Rothstein, who has joined Starbucks as global chief marketing officer.

Bornstein’s appointment combines the beauty specialty chain’s brick-and-mortar stores with its position in cyberspace.

Bornstein, who has held the post of senior vice president of Sephora digital since joining Sephora Americas five years ago, will assume duties previously handled by Rothstein, who was senior vice president of marketing at Sephora Americas. Those responsibilities include brand and store marketing, public relations and creative. She will continue to report to Alessandro Bogliolo, chief operating officer of Sephora Americas.

Bornstein also has served on Sephora’s operating committee and is credited with having doubled the retail chain’s e-commerce business, launched Sephora’s mobile platform as well as sephora.com and pioneered  the chain’s social media initiatives.