The Body Shop has appointed Andrea Blieden as U.S. General Manager, after taking notice of the critical role she played during the brand’s the transition to its new owner Natura & Co. In October 2017, Andrea served as acting General Manager to support the acquisition, while also securing a successful holiday season and achieving double-digit growth for the brand within the skin care category in 2017.
In her new role, Andrea will oversee the strategy and performance of The Body Shop’s U.S. market business across retail, wholesale, commercial, marketing and e-commerce. The company has also tasked her with re-establishing The Body Shop to its “previous glory as a prominent retailer in the U.S. market,” according to a recent press release. She will also be responsible for acquiring new millennial customers and loyal activists to the brand.
“Andrea’s knowledge of the market, affinity for our brand, and wealth of expertise in digital marketing make her an excellent choice to lead The Body Shop to fulfill its ambitious growth plans in the US,” said David Boyton, Global Chief Executive Officer, The Body Shop. “Her appointment consolidates a strong new leadership team in this important market.”
Andrea joined The Body Shop in 2016 as Vice President, Marketing. During her tenure, she launched a new customer loyalty program, digital marketing activations, and oversaw a multitude of new product launches. She also adapted to the fast-growing influencer model, placing a larger focus on the digital consumer and revamped The Body Shop’s core initiatives, such as its current Forever Against Animal Testing campaign.
Prior to joining The Body Shop, Andrea began her career in the fashion industry and worked for e-commerce startups before joining L’Oreal’s Kiehl’s brand in 2010, where she operated across several roles including, Assistant VP, E-Commerce, Assistant VP, Retail Marketing, and VP, Brand and Retail Marketing through 2016. Specifically, in her role as the lead of E-Commerce, Andrea was successful in more than doubling the business during her tenure.