Revlon names new CMO after financing deal

Martine Williamson returns to the beauty brand, this time as chief marketing officer.

Dive Brief:


Revlon Inc. on Dec. 7 named Martine Williamson its new chief marketing officer, effective immediately, according to



a press release



.


She worked with Revlon as senior vice president, vice president and director of marketing in the U.S. and global teams from 2001 to 2015, her

LinkedIn profile indicates

. She most recently held the strategic marketing advisor role at Topix Pharmaceuticals.


Retail Dive confirmed with a company spokesperson that Williamson’s predecessor, Serge Jureidini, is no longer with Revlon. Global brand president Silvia Galfo also left the company.

Dive Insight:


Williamson rejoins Revlon amid pandemic-driven changes in the beauty industry and after the company closed a financing deal that allowed it to avoid bankruptcy.


After 14 years at Revlon, Williamson left to serve as executive vice president and CMO of Glansaol, a beauty startup that went bankrupt in 2018. There she became president and general manager of Laura Geller after Glansaol acquired the brand.


Revlon joins the ranks of



firms who have either hired or laid off



a CMO in 2020, along with Gap, Lululemon and Lowe’s. The added challenges posed by the pandemic have made the scope of the role broader and more complex, an acceleration of an existing trend that has prompted firms to



reinvent the marketing position



or eliminate it.


The shuffling in the marketing team comes at the end of a financially turbulent year for Revlon. In mid-November, bondholders agreed to a $236 million, or 69%,

exchange offer of the bonds

due February 2021, according to a company release.


Earlier this year, the company announced



a restructuring plan



that it said would generate between $200 million to $230 million in cost reductions, 60% of which it expected to achieve through layoffs. Following news of its recapitalization initiative, S&P Global Ratings downgraded Revlon to CC in late April.


In S&P Global Ratings’ press release last week, the ratings firm



upgraded Revlon



to CCC- following the completion of the debt deal, which it viewed as a default. S&P Global Ratings said it “continues to consider Revlon’s capital structure as ‘unsustainable,’ and characterizes its liquidity as ‘weak.'”


With decades of experience in the industry, Williamson takes over the role with knowledge of Revlon’s audience. She led Revlon’s brand communication strategy, the retail merchandising team and the Walmart team, where she helped establish Walmart’s image as a beauty destination.

Source URL: Read More
The public content above was dynamically discovered – by graded relevancy to this site’s keyword domain name. Such discovery was by systematic attempts to filter for “Creative Commons“ re-use licensing and/or by Press Release distributions. “Source URL” states the content’s owner and/or publisher. When possible, this site references the content above to generate its value-add, the dynamic sentimental analysis below, which allows us to research global sentiments across a multitude of topics related to this site’s specific keyword domain name. Additionally, when possible, this site references the content above to provide on-demand (multilingual) translations and/or to power its “Read Article to Me” feature, which reads the content aloud to visitors. Where applicable, this site also auto-generates a “References” section, which appends the content above by listing all mentioned links. Views expressed in the content above are solely those of the author(s). We do not endorse, offer to sell, promote, recommend, or, otherwise, make any statement about the content above. We reference the content above for your “reading” entertainment purposes only. Review “DMCA & Terms”, at the bottom of this site, for terms of your access and use as well as for applicable DMCA take-down request.

Acquire this Domain
You can acquire this site’s domain name! We have nurtured its online marketing value by systematically curating this site by the domain’s relevant keywords. Explore our content network – you can advertise on each or rent vs. buy the domain. Buy@TLDtraders.com | Skype: TLDtraders | +1 (475) BUY-NAME (289 – 6263). Thousands search by this site’s exact keyword domain name! Most are sent here because search engines often love the keyword. This domain can be your 24/7 lead generator! If you own it, you could capture a large amount of online traffic for your niche. Stop wasting money on ads. Instead, buy this domain to gain a long-term marketing asset. If you can’t afford to buy then you can rent the domain.

About Us
We are Internet Investors, Developers, and Incubators- operating a content network of several thousand sites while federating 20+ eCommerce and SaaS startups. With our proprietary “inverted incubation” model, we leverage a portfolio of $15M+ in valued domains to impact online trends, traffic, and transactions. We use robotic process automation, machine learning, and other proprietary approaches to power our content network. Discover our work!

Share