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Lauder Establishes Corporate Marketing Center of Excellence

Posted: February 26, 2010

The Estée Lauder Companies Inc. announced that Georgia Garinois-Melenikiotou will become senior vice president, corporate marketing, effective April 1, 2010. Garinois-Melenikiotou will report to president and CEO Fabrizio Freda and become a member of the executive leadership team.

Garinois-Melenikiotou will lead the newly created Corporate Marketing Center of Excellence. In her new role, she will oversee the corporate marketing team that will support The Estée Lauder Companies' brands, R&D teams and regional team's efforts by further developing the company's global consumer knowledge and marketing capability. Under Garinois-Melenikiotou's leadership, according to a release, the team will work to further strengthen consumer marketing efficacy and efficiency across the organization. It will also provide internal and external best-in-class marketing strategies, tools and approaches to help our brands develop competitive advantages. These will include activities such as CRM, advertising and media services, multicultural marketing, consumer research, digital marketing and other related activities. The team will also enhance the use of consumer knowledge and insight for inspiration in the product and service development process and provide high-quality marketing services to the company's brands and regions based on their business plans.

The new Center of Excellence will provide a valuable resource to our brands and regions. There will be no change in the current reporting structure of our brand and regional leaders, the brand and regional marketing departments will also continue with their current reporting structure.

"Our mission is to understand global consumers as well as Mrs. Estée Lauder understood her first consumers at high-end retail accounts when she founded our great company," said Freda. "The heart of our company has been our commitment to understanding our consumer's desires and aspirations, which allows us to deliver products and services in ways that are relevant and efficient. Our innovative products and high-touch services will continue to be inspired by consumers, not dictated by them. This is what makes us a creative centric, consumer inspired company. I am confident that Georgia's extensive marketing experience, her deep knowledge of the global marketing and innovation process, combined with her comprehensive understanding of the beauty industry will make her a fantastic addition to our leadership team." 

"I am thrilled and proud to join The Estée Lauder Companies," said Garinois-Melenikiotou. "It is an honor to be joining one of the world's leading prestige beauty companies, and to become a member of such an amazing team. I look forward to working closely with William Lauder, Fabrizio Freda and the leadership team to play a role in fostering even greater creative and efficient marketing efforts to further benefit the company,"