THE WHAT? Living Proof has announced a new addition to its senior leadership team; Alexis Tedesco has joined the Boston-based hair care brand as Chief Marketing Officer.

THE DETAILS Tedesco joins Living Proof from BeautyBlender where she held the role of Vice President of Global Communications, leading a bi-coastal team responsible for the brand’s consumer marketing strategies.

THE WHY? Tedesco brings a decade of experience from her BeautyBlender role, including digital marketing, e-commerce, PR, social media, affiliate and influencer marketing. Prior to that, she founded her own agency Lexamedia partnering with small prestige brands such as TOCCA, REN Skincare and BeautyBlender (before later joining the in-house team). She will lead on a series of exciting launches and partnerships Living Proof has lined up this year.