Andrea Blieden has been named U.S. general manager of The Body Shop. Blieden was first assigned the role of acting general manager last October following the acquisition of The Body Shop by Natura.
“I am very passionate about The Body Shop’s story, values and product,” Blieden said. “From its impact on community trade to its activist spirit started by the founder, Anita Roddick, The Body Shop deeply cares about its customers, the communities it does business in and the overall wellbeing of the world.”
During her time as acting general manager, the brand had a successful holiday season and saw growth at the close of 2017. Her role will have her overseeing the strategy and performance of The Body Shop’s U.S. business in retail, wholesale distribution, marketing and e-commerce. She is also tasked with recruiting a new Millennial customer to the brand.
“[Blieden’s] knowledge of the market, affinity for our brand and wealth of expertise in digital marketing make her an excellent choice to lead The Body Shop to fulfill its ambitious growth plan in the U.S.,” said David Boynton, the retailer’s chief executive officer. “Her appointment consolidates a strong new leadership team in this important market.”
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Blieden first joined The Body Shop in 2016 as vice president of marketing, where she placed a large focus on digital consumers and introduced new campaigns, like the Forever Against Animal Testing ads. She has also helped launch customer loyalty programs, digital marketing activations and new products.
Before joining The Body Shop, Blieden worked at Kiehl’s for six years in different roles, like assistant vice president of e-commerce, assistant vice president of retail marketing and vice president of brand and retail marketing.