Marie Gulin has been tapped as chief marketing officer for L’Oréal USA, effective June 1.

This story first appeared in the June 6, 2014 issue of WWD. Subscribe Today.

Gulin will report to Frédéric Rozé, president and chief executive officer of L’Oréal USA, and succeeds Marc Speichert, formally the French beauty giant’s global cmo, who left the company to join Google’s global client and agency solutions divisions.

Speichert joined L’Oréal in 2010 as cmo, a new role for the company, and in 2013 he took on global marketing duties.

Speichert spearheaded L’Oréal’s new makeup app called Makeup Genius, which turns the front-facing iPhone and iPad camera into a makeup mirror. Makeup Genius was premiered to the press in late April.

Gulin was most recently global head of integrated marketing communications for L’Oréal Paris, a role the executive had since 2010. She was responsible for content and services development, digital platforms, sponsorships and public relations and events across 60 countries in eight strategic regions.

“She successfully reinvented integrated communications for L’Oréal Paris, and through her strategic leadership in the digital space, overhauled the content strategy for the brand’s product innovations and modernized major events like L’Oréal Paris’ involvement in the Cannes Film Festival,” the company said.

Prior to her role at L’Oréal Paris, Gulin was global communications and e-business director for Biotherm in Paris and global communications and new media director for Diesel, Viktor & Rolf and Maison Martin Margiela fragrances at L’Oréal.

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