New York-based beauty group Revlon, Inc. announced on Monday that it has appointed company veteran Martine Williamson as its new chief marketing officer, effective immediately. In her new role, Williamson is responsible for developing and implementing global strategic marketing plans across Revlon’s brand portfolio and will also oversee the company’s overall brand equity and architecture. She reports to Revlon president and CEO Debra Perelman.
Willamson returns to Revlon from Topix Pharmaceuticals, where she has served as strategic marketing advisor since September 2019. In this role, she was responsible for brand incubation and developing the company’s D2C capabilities. During her time at Topix, she led the relaunch of a premium skincare brand, a process which included creating the brand’s strategy and visual identity.
Prior to this, Williamson served as EVP and CMO at beauty start-up Glansaol, successfully completing the acquisition of three brands: Laura Geller, Julep and Clark’s Botanicals. Following the acquisition of Laura Geller, the executive also took on the role of president and general manager at the brand, going on to improve the business’ profitability, refine its positioning, streamline its distribution and drive its digital growth.
Williamson’s first stint at Revlon ran 2001 through 2015, a period during which she worked as part of both the company’s global and U.S. marketing teams across all color cosmetics categories, ultimately serving in the role of SVP of global marketing.
Highlights of this first period at Revlon include Williamson’s roll out of a globally consistent merchandising strategy across the company’s international markets and her efforts towards transforming Walmart into a dependable beauty destination through her work with the Walmart marketing team.
“Martine brings to Revlon decades of experience across the beauty industry and we are very pleased to welcome her back to the Revlon family,” commented Perelman in a release. “As we enter 2021, Martine will be an important addition to our team and will be a critical part of executing against our long-term strategy.”
“I am excited to be rejoining Revlon as CMO, particularly at such a unique and challenging time for the industry,” added Williamson. “Revlon is extremely well-positioned to achieve its strategic goals, and I look forward to working with Debbie and the entire team to strengthen Revlon’s leadership in the global beauty market.”
Revlon, which aside from its namesake brand, also owns the Elizabeth Arden, Almay and American Crew labels, among others, continues to suffer from the economic impact of the ongoing Covid-19 pandemic. In November, the group announced that it had narrowly avoided bankruptcy thanks to a last-minute debt deal with bond holders.
In the third quarter ended September 30, 2020, the company reported a 20.1% decline in net sales, which totaled $477.1 million, while net loss for the period was $44.5 million, or $0.83 per diluted share.