Shiseido Americas Corp. has appointed Susan L. Jurevics president of Bare Escentuals, effective July 17.

Jurevics will be in charge of developing and implementing the vision and growth plan for BareMinerals, which Shiseido acquired back in 2010 for $1.7 billion. She will report to Marc Rey, president and chief executive officer of Shiseido Americas.

“Susan is an exceptional leader with an impressive track record working with some of the world’s most successful brands,” Rey said. “She has deep management experience and a keen understanding of marketing and brand-building, and I believe she will bring fresh and unique insights to BareMinerals as our brands navigate the rapidly changing digital landscape and explore new methods of driving consumer engagement. Within our portfolio, BareMinerals is an important brand with a successful history. Susan’s bold digital expertise and strong storytelling ability, together with the great team in place, will further propel this…brand to its next level of growth.”

Recently, Bare Escentuals also added Claudia Poccia, formerly the ceo of Laura Mercier, as chief marketing officer. In February, the brand brought on influencer Ingrid Nilsen as part of its relaunch of its Original and Matte Mineral Foundations. Also as part of that project, BareMinerals added 50 percent more shades to each line, giving consumers 30 color choices per collection.

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Jurevics joins Shiseido from author J.K. Rowling’s Pottermore, where she was ceo and board director. Pottermore is a digital publishing, entertainment, e-commerce and news business for Harry Potter and J.K. Rowling’s Wizarding World. There, Jurevics changed the produced offering and business model to develop a direct consumer business, working with Rowling, the organization’s board and Warner Bros. to co-manage the franchise.

Before Pottermore, Jurevics had several leadership roles at Sony Corp., including senior vice president, global retail CRM and brand marketing. At Sony, she oversaw the transformation of Sony.com to a high-performing consumer web site, complete with social channels. Before Sony, she was with Mattel and Nickelodeon.

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