Shiseido Americas has named Claudia Poccia as Chief Marketing Officer for its Bare Escentuals brand. Poccia will take up the role effective immediately. Poccia will succeed Sandy Saputo, who will remain with the Bare Escentuals brand in an advisory capacity until the end of the year, aiding Poccia with the transition.

Poccia served as President and CEO of Gurwitch Products from 2011 to 2015, leading the Laura Mercier and RéVive brands. She has also held several high profile roles at Avon and Estée Lauder.

“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 news 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.”