Former Cadillac executive Melody Lee is heading to a new marketing position with Shiseido’s family of brands.
Starting Nov. 26, she is vice president, brand development, working across the company’s brands, including NARS, Laura Mercier, Bare Essentials and Cle de Peau. Her first major project in the New York-based position will be focused on China.
“The jobs are similar in that I will remain in luxury/prestige brand management, and working to strengthen brands globally — but the Shiseido job is broader and more focused on overall brand growth and business strategy,” Lee tells Marketing Daily.
"I'm grateful to Shiseido for giving me this opportunity. The beauty industry is incredibly innovative and competitive, and I look forward to being a part of Shiseido's leap to the forefront of it.”
Beauty and fashion brands are under increased scrutiny by discerning customers, with the trend toward consumers requiring brands to really know them, fit them, and take a clear social position, she says.
Lee, who was global director of Book by Cadillac, left the company Aug. 17 after six years. She joined General Motors as director, brand marketing, Cadillac in 2012.
While at the automaker, her purview had been to develop Cadillac brand strategy and consistency, to explore and nurture partnerships and experiential marketing, and to head up the global marketing planning team that ensures the Cadillac brand is consistent around the world.
Lee, 37, was brought to Cadillac as one of General Motors’ youngest-ever executives, tasked with a plan to re-invent the then-110-year-old brand. She immediately led the complete overhaul of Cadillac’s brand positioning and identity.
In her second year at the company she was part of the decision to move Cadillac from Detroit to New York.
GM announced in late September it was moving Cadillac back to the Detroit area. The moves follow the arrival of Global CMO Deborah Wahl, who joined the company in late March from McDonald’s, and new President Steve Carlisle, who took over that position in April.
Sean Thornton has assumed the role of global director of Book by Cadillac. Thornton joined the automaker in August 2012 as national advertising manager.
He served in that position for 2 1/2 years before becoming chief of staff of then-Cadillac President Johan de Nysschen. In May 2017 he became senior manager, international operations for the brand and was the U.S.-based lead contact for Cadillac operations in the Middle East, Korea, Israel and Japan.