Vimla Gupta has been named senior vice president of global marketing for Bobbi Brown Cosmetics.

This story first appeared in the October 2, 2013 issue of WWD. Subscribe Today.

In her new role, Gupta will report to Maureen Case, president of Bobbi Brown and Jo Malone London. Case has charged Gupta with leading the global marketing team and formulating short-term and long-term strategic business plans for the brand.

Gupta replaces Alicia Sontag in the role.

Gupta joined the Estée Lauder Cos. Inc. in 2008 as vice president of new brand development at Idea Bank, the division of the Estée Lauder Cos. that identifies and creates new beauty brands for the company. Case pointed out that as vice president of global marketing for Osiao, Gupta oversaw the creation, development, launch strategy and market rollout of the luxury Asian skin-care brand. Before joining Lauder, Gupta served as a global business manager at The Gillette Co. and as a marketing director in beauty care and new business development at Procter & Gamble Co., where she worked domestically and internationally on marketing and new product development on a variety of mass brands.

“Vimla has an incredibly focused sense of the consumer and business environment,” said Case. “Her experience across mass and prestige brands will help us to achieve profitable and strategic growth.”

Added Brown, the brand’s namesake and founder: “Vimla has insight into what real women want combined with a wealth of experience, so I know she will be a tremendous asset to the team as we continue to grow the brand.”

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