Vivianna Blanch has been promoted to Vice President of Marketing for NYX Professional Makeup, U.S., effective July 1. She will transition throughout the summer and continue to support L’Oréal Paris through the CPD Digital Transformation that is currently underway, and fully assume the new role September 1. She will relocate to Southern California where she will oversee Marketing, Creative, Digital and Social functions for the brand, reporting to Yasmin Dastmalchi, Senior Vice President Marketing and Digital at NYX Professional Makeup.

Vivianna started her career at L’Oréal USA in 2000 in Marketing Operations and has worked across three different divisions and the CMO Team. During her time on the CMO team, Vivianna launched and was the founder of the L’Oréal Innovation Fund, The NEXT Fund, and piloted over 100 startup programs with brands across the group’s portfolio. Some of her other accomplishments include creating the first ecommerce team for the Active Cosmetics Division, launching the first skin care hub on, launching augmented reality and try on makeup technology and building the largest consumer database at L’Oréal USA. In her most recent role, Vivianna served as Vice President of Integrated Consumer Communications for L’Oréal Paris, where she was responsible for setting the media, digital, brand communications, sponsorship and data strategy. Furthermore, she oversaw paid, owned, earned and data-driven marketing campaigns across the brand’s strategic pillars, and core business categories – cosmetics, skin care, hair color and hair care. She is also credited with piloting innovative initiatives such as the “Women of Worth” broadcast on NBC and the iHeart podcast and radio programs.

Vivianna is a champion of mothers, diversity and women in the workplace. In 2020, she was honored by CEW as a Top Talent Award honoree, where she said, “I am committed to paving the way forward for other women but I believe we need to add more lanes to that road. We have to include more women, more diversity and I encourage [the industry] to make it a goal to champion and sponsor as many diverse women as you can.”