The Body Shop has named Andrea Blieden as General Manager for its US operations. Blieden joined the company in 2016 as VP Marketing, moving to acting GM in October last year as the business transitioned to new ownership.

“Andrea’s knowledge of the market, affinity for our brand, and wealth of experience in digital marketing make her an excellent choice to lead The Body Shop to fulfil its ambitious growth plans in the US,” said David Boyton, The Body Shop CEO. “Her appointment consolidates a strong new leadership team in this important market.”

In her new role, Blieden will oversee the strategy and performance of The Body Shop’s US business across retail, wholesale, commercial, marketing and e-commerce. She is charged with recruiting millennial customers and loyal activists to the brand to re-establish the business as a prominent retailer across the US.