Laura Elkins, formerly senior vice president of retail marketing for Ralph Lauren Corp., will join MAC Cosmetics as senior vice president, global and North American marketing.
Elkins will begin her new post on March 10 and report to Karen Buglisi Weiler, global brand president of MAC Cosmetics. She will oversee product marketing, consumer marketing and insights for the brand. It is a return to the company for Elkins, who spent eight years at the Estée Lauder Cos. Inc.
“Laura brings with her nearly 20 years of experience and a strong portfolio of successes at prolific and global consumer-facing brands, including a long history with the Estée Lauder Cos. and MAC Cosmetics,” said Buglisi Weiler. “Her in-depth familiarity with MAC, having previously overseen global consumer marketing, international marketing and an initial developer of our CRM/online functions, make her uniquely qualified to lead in an even greater capacity at this level. She understands the brand and the department’s integral role in maintaining this high level of influence, output and strategy.”
While at Ralph Lauren, Elkins was responsible for the company’s retail marketing strategy globally, including key pillars such as direct-to-consumer and loyalty initiatives, omnichannel integration, retail events, various sponsorship marketing and sales promotions for all labels and brands under the Ralph Lauren umbrella.
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Before joining Lauren, Elkins held marketing posts at Young & Rubicam and USA Networks.
Buglisi Weiler pointed out that “marketing is a true driver of MAC’s success, deploying upwards of 50 collections annually, overseeing digital and social strategy channels, housing immense client touch points and continuing to maintain and surpass the brand’s groundbreaking fashion and pop culture partnerships and collaborations all on a worldwide scale. We are in the unique position [of being] industry leaders in prestige beauty with a strong presence in the arenas of fashion, entertainment, music and art.”