Barbara De Laere Named Senior VP/GM of Aveda North America

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Barbara De Laere has recently been named senior vice president/general manager of Aveda, North America. The Estée Lauder Companies Inc. announced that De Laere’s new position will be effective Decemeber 1, 2016 and will be based out of Aveda’s global headquarters in Blaine, MN. 

The role of senior vice president/general manager includes optimizing Aveda’s growth potential in North America, which consists of leading a team of executives to develop and execute its go-to marketing strategy and overseeing applied marketing, retail and field sales and education. De Laere will also be responsible for solidifying strategy across retail channels, experience centers, online and omnichannel. She will also head up the digital and social media efforts in North America.

She previously worked for L’Oréal where she spent the past 16 years in several leadership positions. Most recently, she served as general manager and executive vice president, Asia Pacific – Professional Products Division, based in Shanghai, China, where she helped lead the integration of newly acquired skin care brands, among other responsibilities.

Thia Breen, group president, North America, whom De Laere will be reporting to, stated, “Barbara is a strong analytical and strategic thinker with proven ability to lead luxury beauty brands and drive growth. Her deep expertise in skin care, hair care and the luxury salon channel position her well to take on this important role for the Company and our North America business.”