Beauty industry veteran, Claudia Poccia, has been named Chief Marketing Officer of Bare Escentuals, effective October 10.

Claudia, who most recently served as President and CEO of Gurwitch Products, is charged with defining and leading all aspects of the bareMinerals brand and products on a global basis. Her responsibilities will include outlining a strategic growth plan for the brand, exploring ways to build on bareMinerals’ position in the marketplace and driving increased engagement with consumers. Additionally, Claudia will work closely with Shiseido’s Digital Center of Excellence in New York, with the goal of inspiring customers around the globe and connecting with them on an authentic intimate level.

“Claudia has an incredible track record of brand stewardship in the beauty industry and has proven herself to be a visionary leader with the ability to accelerate growth and drive ROI for companies through successful co-branded, multi-platform consumer marketing experiences,” said Marc Rey, President & CEO, Shiseido Americas. “I have great confidence in Claudia’s ability to further deliver results for the BE organization and to find innovative new ways to invigorate bareMinerals while upholding all that the brand stands for. I am excited to see the initiatives she will spearhead to better engage with BE’s target consumers and help realize its full potential.”

Claudia will assume the role from Sandy Saputo, who will remain with Bare Escentuals in an advisory capacity until the end of the year and will assist with the transition. She will report to the President of Bare Escentuals who will be appointed at a later date.

Prior to Gurwitch, which she joined in 2011 and left in Feb 2015, Claudia held several leadership positions at Avon and Estée Lauder. She has also served on the board of F.I.T. and currently sits on the board of CEW.