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Lauder Promotes Andrew Ross to EVP, Lisa Sequino to Head Becca

Ross will continue to head strategy and new business development, while Sequino will head Becca as Bob DeBaker shifts to special projects.

Andrew Ross has been promoted to executive vice president, strategy and new business development at the Estée Lauder Cos., while Lisa Sequino has been appointed senior vice president and global general manager for Becca.

Ross was promoted from senior vice president, strategy and new business development. He joined the business in 2016 in that role, and will continue jointly reporting to Fabrizio Freda, Lauder’s president and chief executive officer, and Tracey Travis, executive vice president and chief financial officer.

Lauder Promotes Andrew Ross to EVP,
Andrew Ross, executive vice president of strategy and new business development for the Estée Lauder Cos.

In his two-year tenure at the business, Ross is said to have played an important role in developing Lauder’s 10-year strategic compass and corporate strategy. Ross has helped make several of the strategic decisions that allowed Lauder to pivot its business and sustain growth as the industry shifts.

Lauder also credits Ross with refining its approach to new business due diligence and developing key relationships with brand founders. It was under Ross that Lauder acquired both Too Faced and Becca.

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“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 Freda in a statement. Ross is expected to continue to drive strategy and capture growth opportunities going forward.

Lauder Promotes Andrew Ross to EVP,
Lisa Sequino, senior vice president and global general manager of Becca.

Before Lauder, Ross worked as executive vice president and chief strategy officer at ConAgra Foods, where he oversaw M&A and growth strategies. Before that, he was with McKinsey & Co.

Sequino joins Becca from her previous position as senior vice president and general manager for Estée Lauder and Aerin Beauty, North America. She will work with Bob DeBaker, who turned around the Becca business before it was acquired by Lauder and has continued to head the brand post acquisition, to acclimate to the role for a month.

DeBaker is transitioning out of that role, and as of Oct. 31, will be taking on special projects, reporting to Fabrice Weber, president of prestige and artisanal fragrances and ELC Ventures.

“Lisa’s 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 Weber.

In her prior role, Sequino oversaw development and execution of the North America go-to-market strategy for the Estée Lauder brand, as well as growth in the Aerin fragrance business. At Estée Lauder, Sequino made several key moves, including growing the brand online and in Ulta Beauty. Claudia Benshimol will succeed Sequino.

Before Sequino’s North America role, she was vice president, key account management, specialty-multi, North America, where she developed short- and long-term acceleration strategies, including launches at Sephora and Ulta. Before that, she led global consumer engagement, international expansion and North America strategy for Tom Ford Beauty, and prior to that, handled global marketing for several brands, including Michael Kors and Tory Burch. Before Lauder, Sequino held business development and other roles at Procter & Gamble.