Dive Brief:
- Aiming for more efficiency and effectiveness, Sephora has reorganized its U.S. marketing department over the past year, the beauty retailer confirmed in a statement to Retail Dive.
- The completed reorganization impacted 27 roles, though there was no reduction in the company’s workforce and affected individuals were given the opportunity to apply for new roles.
- All the impacted roles “were repurposed to create new marketing positions that offer both mobility to our current workforce and recruitment opportunities for new talent,” per the company statement.
Dive Insight:
Sephora’s marketing revamp comes amid a unique year in retail, where economic pressures are impacting consumers and technology advancements are shifting the way work is done across the industry.
“Sephora operates in a fast-paced marketing and retail environment, continually adapting to meet the moment,” the company said in a statement. “We have approached this reorganization purposefully to determine a new structure that will enable our marketing teams to be more effective and efficient, while continuing to build on our recent success and drive future growth.”
The retailer named Zena Srivatsa Arnold as its new U.S. chief marketing officer in 2023. Deborah Yeh had previously held the position for over seven years and now serves as the global chief marketing officer for Sephora, per her LinkedIn.
The move comes amid larger change in Sephora’s North American sector. The company in January announced it would redesign its entire North American store fleet, with some receiving major store redesigns.
While an exact timeline for completion wasn’t provided, president and CEO of Sephora North America Artemis Patrick said in January that a majority of the work would be done in about five years.
Additionally, Sephora further invested in affiliate marketing with the launch of My Sephora Storefront in October. The U.S. program allows influencers to create shoppable digital storefronts integrated into Sephora’s website to then share with followers.
Although macroeconomic pressure is taking a hit on consumer sentiment, at least some shoppers continue to make beauty purchases. However, an August report from Circana found that mass market beauty sales outpaced growth in prestige beauty in the first half of 2025.
