Coty’s former chief marketing officer, Ukonwa Ojo, has been named as MAC Cosmetics’ first senior vice-president for global marketing.
Ojo, a finalist for the WFA’s global marketer of the year title, departed Coty in January. The role of chief marketing officer for consumer beauty was filled in May by Fiona Hughes, formerly chief marketing officer of coffee maker Jacobs Douwe Egberts.
Ojo will join MAC on 2 December in the newly-created role of senior vice-president for global marketing. Reporting to Philippe Pinatel, senior vice-president and general manager, the beauty marketer has been tasked with increasing the presence of the MAC brand outside of the US.
She will oversee the consumer marketing and product marketing teams while working closely with product development. The hire comes as MAC looks to become more insights, data and analytics focused as an organization.
Meanwhile, diversity commentators have praised MAC’s decision to hire a woman of color to lead global marketing, given the beauty industry’s historic reluctance to cater to darker skin tones and textures.
In an Instagram post, Ojo noted she had praised the brand’s marketing efforts since her time in business school.
“That was because among many reasons, MAC chose to serve me and many others when most beauty brands thought we weren’t worth investing in,” she said.
Prior to leading consumer marketing at Coty, Ojo was credited with leading the revamp of Covergirl as its senior vice-president. She joined the beauty conglomerate from Unilever’s Knorr and prior to that worked on brands such as Durex, French’s Mustard and Betty Crocker.
“Ukonwa is a true brand builder who imbues a fast-moving entrepreneurial spirit and truly embodies the brands that she works on,” said Pinatel.
“She looks at brands holistically from the viewpoint of everyone, not just one singular consumer, which is crucial to the DNA of MAC and I am excited for her to lead our marketing teams in this consumer-centric approach.”