Avon appoints new leader to open up global fragrance growth

Tatiana Piccolo to report to new Chief Beauty & Brand Officer James Thompson as Avon re-energises brand and product marketing

Avon today announced that Tatiana Piccolo is to join as Vice President Global Fragrance. A seasoned marketing executive with nearly two decades experience in beauty and direct selling, Tatiana joins on 26th November, reporting to fellow newcomer James Thompson. James joined on November 1st to lead Avon’s brand rejuvenation following a 24-year career at Diageo PLC.

Tatiana brings extensive experience from Natura in Brazil and Latin America. At Natura she held local, regional and global roles across all categories and consistently delivered growth, market share increases and improved brand awareness. She has a strong track record in creating and launching brands and products and will bring this into effect at Avon as she drives fragrance category growth.

Tatiana will lead one of four global category communities reporting to James. This forms part of Avon’s broader marketing transformation to open up Avon to more consumers – including brand rejuvenation and leveraging the strength of Avon’s beauty marketing and innovation to deliver more market-relevant, on-trend products.

James said:

“This is a new era for Avon’s brand and product marketing as we inject new talent, unleash existing talent and overhaul our approach. We’ll get much closer to our customers as we focus our resources and talent on key geographies to build a more glo-cal approach. We’ll be opening up partnerships with third party experts to increase our agility and ability to deliver compelling consumer propositions - quickly.   I’m excited to be part of the transformation as we capitalize on Avon’s existing brand awareness and strong heritage to build sustainable growth.  Tatiana brings invaluable experience of growing market share in key categories and geographies and I’m delighted that she is joining the team at this pivotal moment.”

Tatiana said:

“Avon’s market penetration is already huge.  We have a tremendous opportunity to open up Avon further and build market share and improve brand perception as we develop compelling propositions across a range of price points to build Avon’s position as a global fragrance powerhouse.”