MAUREEN CASE TO HEAD BOBBI BROWN GLOBALLY
Byline: Julie Naughton
NEW YORK — Maureen Case, senior vice president of global marketing/marketing services, has been named general manager of Bobbi Brown Worldwide, succeeding Rochelle Bloom, the current president of Bobbi Brown, who is leaving to form her own consulting business. The change takes effect March 25.
The announcement comes almost two years to the day after Bloom, who had been acting president of Bobbi Brown, took the position on a permanent basis. Bloom had succeeded Rosalind Landis, who co-founded the brand with Brown in 1991. Bloom has spent 26 years with The Estee Lauder Cos., first joining the company in 1976 as the Estee Lauder brand manager for Canada.
Case will report to Dan Brestle, Lauder group president, and to Bobbi Brown, chief executive officer of Bobbi Brown Cosmetics.
“Maureen is perfectly suited for her new role,” said Brestle. “Her knowledge of the brand, marketing skills and international knowledge will be a key factor in guiding the brand forward. Rochelle did an excellent job of setting the stage for the brand’s growth, and she’ll stay on as a consultant for us — I rely heavily on her expertise and she has been instrumental in building and globalizing the Bobbi Brown business. It’s a win-win situation for everyone.” “Maureen has been so much of part of what this company is about — I’m so excited to have her in this new role,” added Brown. “She shares my vision and can bring what’s in my head to fruition, and I know she’ll do a great job of helping to carry the message and the vision of Bobbi Brown Cosmetics into the future. And Rochelle has been great — she guided the whole globalization process for us, which was a necessary step.”
Deepening the brand’s reach internationally continues to be a priority for its managers. Currently, Bobbi Brown’s products are available in 325 doors globally, including the U.S., Canada and Puerto Rico and 19 additional countries. The products are also available on bobbibrown.com. Outside the U.S., Case said, the brand’s top markets are Germany, the U.K., Japan and Korea; she noted that maximizing growth in those markets is a priority.
“I plan to continue to ensure that our international growth is thoughtful and measured,” said Case. “We’ll see a strengthening in the markets that we’re in already, rather than adding new markets right now. I don’t envision opening any new ones until we’ve drilled down with the ones that we have.
“Another major priority is to make sure that we’re interpreting Bobbi’s message of empowering women and making them look pretty to all of our doors, both internationally and domestically — from makeup artist to counter to customer,” said Case. “We want to make sure that we extend that message at every point of sale.” And going forward, Case said she plans to keep the decision-making process streamlined. “I want to make sure that we don’t overlayer the company; I’d rather do fewer things better and faster. We’re lucky to be a small team, because we’re able to make decisions quickly, stay on trend and bring product to market quickly.”
Case joined The Estee Lauder Cos. in 1975 as a member of the finance department and also served as regional finance manager for the travel retail group before becoming executive director of marketing, travel retailing, for Estee Lauder International in 1989. She was promoted to vice president of marketing for travel retailing in 1995. In 1996, she became senior vice president and general merchandising manager for World Duty Free, the duty-free retailer. She returned to Lauder in 1999 as vice president and general manager of Bobbi Brown’s international business before assuming her current post.