L'Oreal Names Speichert Global CMO

Exec Champions 'Digital as Catalyst for Change'

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L'Oreal has named Marc Speichert global chief marketing officer, giving him his second promotion in four months.

Marc Speichert
Marc Speichert Credit: Business Wire

Mr. Speichert, 39, who became CMO of L'Oreal USA in 2010 after 13 years at Colgate-Palmolive Co., was named CMO-Americas of L'Oreal in July. He now takes over as global CMO, succeeding Marc Menesguen, who retained global marketing duties in July after becoming president of L'Oreal's global Consumer Products Division.

In the new role, Mr. Speichert will remain based in New York and continue report to Frederic Roze, exec-VP of the Americas Zone, but will now have global duties.

"We're trying to scale what we've done in the U.S.," Mr. Speichert said. L'Oreal will still have CMOs in Canada, Mexico, Brazil and Japan, Europe and China, he said, and may add CMO positions in other countries. L'Oreal is not immediately naming a separate CMO for the U.S. or the Americas.

"For now I'll continue to be very involved in the Americas business, particularly the U.S., because it is the flagship CMO organization" for L'Oreal, and "served as inspiration for the other countries," he said. "A lot of what's happening globally in terms of reinvention of marketing is happening in the U.S."

Mr. Speichert was the first country CMO for L'Oreal, named to the U.S. post before Mr. Menesguen became the top global marketer in 2011.

Mr. Speichert's top priority, he said, "is thinking about digital as a catalyst for change and marketing reinvention. I'll still be that champion for the U.S. but also for other countries."

While the U.S. beauty market has slowed this year, Mr. Speichert said L'Oreal is still gaining share. And while growth in developing markets has slowed for many players, L'Oreal has still been seeing double-digit growth, driven in part by distribution gains in such big markets as China and Brazil. All three of those countries remain among L'Oreal's top priorities, he said.

Mr. Speichert noted that L'Oreal has consolidated media accounts in the U.S. in recent years, including the digital media buying and planning account for which he just finished the second review on his watch. But he said that doesn't have implications for creative agencies.

"I'll be trying to reinforce the partnership we have with our agencies, and champion the collaboration process for agencies in the same groups," he said. "We have a lot of creative agencies, and we're not changing that, because we want to make sure each agency feels the DNA of the brand."

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