By  on February 25, 2010

The Estée Lauder Cos. Inc. has named former Johnson & Johnson executive Georgia Garinois-Melenikiotou as senior vice president of corporate marketing, effective April 1.

In keeping with the credo of president and chief executive officer Fabrizio Freda to move the company’s brands closer to consumers, Garinois-Melenikiotou will lead the new Corporate Marketing Center of Excellence. She will oversee the corporate marketing team that will support brands, research and development and regional teams by developing consumer insights globally.

Garinois-Melenikiotou and her team also have the task of improving marketing efficiency throughout the $7.3 billion company. They will provide “best-in-class marketing strategies” across various activities, including digital marketing, consumer research and multicultural marketing, to name a few.

“In the past, we worked to understand the consumer brand by brand, country by country,” Freda said. “This team will help us leverage marketing capability to the next level and bring in best-in-class practices from outside the company.”

Freda said marketing decisions will continue to be made by brand presidents and region heads, adding: “This team offers a service to the presidents of the brands and the regions.

“We describe ourselves as creative centric, consumer inspired,” said Freda, noting Lauder will use consumer research to inspire the creative process, rather than lead it. Garinois-Melenikiotou’s first four months on the job will involve intense travel and meetings with key executives to “understand the characteristics of the company,” he said

Garinois-Melenikiotou will report to Freda and join Lauder’s Executive Leadership Team. She plans to relocate to New York from Paris with her husband and two children.

“I look forward to working closely with William Lauder, Fabrizio Freda and the leadership team to play a role in fostering even greater creative and efficient marketing efforts to further benefit the company,” Garinois-Melenikiotou said.

Garinois-Melenikiotou formerly served as president of Beauty Global Business Unit Strategy and New Growth at Johnson & Johnson, where she held various posts for more than 20 years.

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