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Beiersdorf Inc. announced the promotion of Nicolas Maurer from vice president of marketing North America to corporate vice president, global business unit, skin care. In his new role, Maurer will oversee Beiersdorf's skin care business globally, which includes face, hand and body, sun and lip care. He will manage each of these categories on a global level to set the brands' innovation strategy and overall marketing direction.
Maurer's new role is part of Beiersdorf's emphasis on skin care as its primary growth vehicle and goal of being even closer to markets. The position will report directly to Markus Pinger, Beiersdorf executive board member responsible for brands and supply chain.
"Since joining the leadership team in the U.S. five years ago, Nicolas's strategic vision and implementation across our brands have made a significant impact to our business," said Iain Holding, president, Beiersdorf Inc. "Creative communication platforms and large-scale programs, such as, Nivea's Times Square activation on New Year's Eve, have been instrumental in the re-imagination and market growth of the Nivea brand. I am confident in his ability to replicate the same level of excitement when he turns his attention globally."
For the last five years, Maurer set a new marketing direction for the Nivea and Eucerin brands, serving as the driving force behind the award-winning Nivea "Touch and Be Touched" platform and the newly launched Eucerin Skin First platform; Both of which have resulted in expanded market share and footprint for all Beiersdorf brands in the U.S.