Steve Lesnard, the new Sephora Global Chief Brand Officer, has an impressive record in boosting brand performance and status. He was working for The North Face, a giant brand in athletics. First, the ambitious nature of Sephora caught his attention. Sephora is highly innovative and acts as a disruptor in the beauty industry. Steve Lesnard’s career move from The North Face to Sephora was motivated by shared values. Both share perspectives on diversity, inclusion, beauty, and sustainability.
In addition to Sephora’s highly ambitious nature, its leadership and expertise in omnichannel marketing enticed Lesnard to join the brand. An omnichannel approach in marketing gives customers a single seamless customer experience. Various channels are connected through a centralized data management system. Then, when Steve Lesnard was working for The North Face, he was keen on personalizing customer interactions across their different platforms. He was in favor of a personal and individualistic approach to marketing. Sephora offers Lesnard an opportunity to implement a personalized marketing approach.
Therefore, it was easy for Sephora to make an impression on him due to their successful implementation of an omnichannel strategy. They have more than 165 million customers in their database and use this information to provide a personalized customer experience. The beauty brand makes use of this data to optimize its customer experience.
In brief, Steve Lesnard, as the Global Chief Brand Officer, will continue pushing for the firm to grow its brand and increase desirability around the globe. He plans to achieve this by developing the firm’s omnichannel strategy. This strategy will help handle consumer demand changes and boost brand engagement.