M·A·C Cosmetics has promoted André Branch to Senior Vice President, General Manager, M·A·C Cosmetics – North America. In the role that became effective on October 1, André is now responsible for accelerating and driving the North America go-to-market strategy and growth of the trendsetting makeup brand owned by The Estée Lauder Companies. He will lead M·A·C’s omnichannel strategy with the goal of growing the brand’s direct-to-consumer business, free standing stores, department store and specialty-multi business, while advancing capabilities to meet transforming consumer and retail dynamics. He will also be responsible for creative strategies that addresses diverse consumers and elevates authentic storytelling across the brand’s online and digital platforms.

With more than 20 years of executive, marketing and general management leadership experience across various industries, André joined The Estée Lauder Companies in March 2020 as Senior Vice President, Strategic Initiatives – North America. In that role, he is credited with driving key regional priorities for the company, including expanding strategic partnerships and identifying new growth and business opportunities to broaden consumer reach in the retail landscape.

“André is a visionary brand-builder whose diverse global and U.S experience, deep knowledge of online and brick & mortar, and expertise in consumer engagement ideally position him to accelerate M·A·C’s strategic priorities and optimize its growth in North America,” said Chris Good, Group President, North America.

André will continue to report directly to Chris, and have a matrix reporting line to Philippe Pinatel, Global Brand President, M·A·C Cosmetics. He will continue to be a key member of the North America Leadership Team and will join the M·A·C Global Leadership Team.

Additionally, André plays a strategic role in advancing the company’s racial equity commitments in North America, working collaboratively with key stakeholders to ensure the brands’ end-to-end creative processes authentically reflects diverse consumers and represent the needs of Black communities. He is also a member the company’s North America Region Inclusion and Diversity Taskforce, and since 2016, he has served as a member of the Executive Leadership Council, a nonprofit that opens channels of opportunity and development for Black executives to positively impact business and society.