Kathy Cullin has been appointed to a new position at Shiseido Americas Corp., general manager of Bare Escentuals U.S.

Cullin will be responsible for commercial business and customer experience at bareMinerals and Buxom Beauty, looking after multichannel and direct-to-consumer strategies, according to the company. That job includes overseeing bareMinerals’ retail boutiques and Bare + Beauty outlets across the country, plus managing department store and wholesale vendor relationships. Inside Shiseido Americas, she’ll work with the company’s senior leadership team to drive long-term sales, marketing and education strategies while encouraging collaboration among the sales, marketing, operation and finance teams. That task comes as part of Shiseido Americas’ move to bulk up partnerships among regional brand teams, the company said. Cullin reports to Marc Rey, president and chief executive officer of Shiseido Americas.

Before Shiseido, Cullin served as senior vice president of prestige fragrances and Philosophy for Coty’s Americas business. There, she handled planning, implementing and developing all aspects of sales and education for Coty’s prestige fragrances and Philosophy units, including the retail, e-commerce, QVC and the military.

Before Coty, Cullin worked for six years in L’Oréal’s Matrix division, most recently as senior vice president of strategic initiatives. She also has led sales and marketing initiatives at Clarins USA, Symrise, Puig Beauty USA and Calvin Klein Cosmetics. She has also served on the boards of Cosmetic Executive Women and The Fragrance Foundation.

“Kathy’s outstanding reputation within the beauty industry is backed by a record of proven leadership,” said Rey in a statement. “She is a practiced sales executive and manager. Her keen insight, strategic approach and extensive professional history will help bring the Bare Escentuals business to greater heights of success. I am grateful to have her on board as we write the next chapter for this unique and compelling business.”

Shiseido Americas is the U.S. subsidiary of Tokyo-based Shiseido Co. Ltd. Under ceo Masahiko Uotani, the parent company has been busy making acquisitions, including Laura Mercier, ReVive and the Dolce & Gabbana fragrance license.

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