Shiseido Americas has appointed Mary Gerzema to the newly created role of Senior Vice President, Corporate Media, effective today. Gerzema joins the Japanese cosmetics giant from Estée Lauder where she served as Vice President of Global Corporate Media.

In her new role, Gerzema will be charged with overseeing media strategy and planning for the region. She will work closely with the company’s global brand holders and support Shiseido’s Digital Center of Excellence to optimize overall media impact. Gerzema will be based in New York and report to Marc Rey, President & CEO, Shiseido Americas.

“Building out a region-wide media function is an exciting next step as Shiseido Americas continues to more effectively leverage the collective power of our brands,” said Rey. “Mary is a well-respected senior executive with more than 30 years of proven leadership, and she will bring tremendous value to the organization as our brands navigate the rapidly changing media environment and explore new methods of consumer engagement.”