Estee Lauder Restructures PR to Serve Global Organization
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Holmes Report
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Estee Lauder Restructures PR to Serve Global Organization

One month after reorganizing its global brand management, The Estee Lauder Companies this week shuffled its corporate communications operations to support the new structure.

Paul Holmes

 

NEW YORK—One month after reorganizing its global brand management, The Estee Lauder Companies this week shuffled its corporate communications operations to support the new structure. It has hired Bari Seiden, most recently a vice president with New York public relations and branding firm M Booth & Associates, as vice president of global communications for its Aramis, Tommy Hilfiger Toiletries, and designer fragrances group.

In mid-May, president and chief executive Fred Langhammer announced the most dramatic shake-up in its 54-year history, with each of its individual brands being run as global entities, eliminating the barriers between domestic and overseas marketing. The changes, designed to speed decision-making and enhance accountability, will take effect July 1.

Says Sally Susman, senior vice president of global communication, “I am confident these executive changes will strengthen the power of our communications teams to support the company’s growth in global leadership.”

Marianne Diorio, a 15-year veteran of the company who is currently VP of communications for Estee Lauder USA & Canada, has been named senior vice president of communications for specialty brands, overseeing communications efforts for Aveda, Bobbi Brown, jane, Prescriptives and Stila on a worldwide basis.

Florence Nemo, currently vice president of communications for Estee Lauder International, has been named vice president of global communications for Estee Lauder, a new position. The globalization strategy will merge the brand’s domestic and international communications teams, which will report to Nemo, who joined Estee Lauder a year ago from the L’Oreal Group in Paris.
Julie Berman has been named VP of communications for Clinique North America; Mimi Field has been named VP of global communications for Bobbi Brown; CeCe Coffin has been named VP of global communications for Prescriptives, a new position; and Lyn Leigh has been named VP of global communications, La Mer and Donna Karan Cosmetics, also a new position. 

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