Alicia Sontag, Senior Vice President of Global Marketing at Bobbi Brown Cosmetics, discusses the five principles of social digital at Bobbi Brown.
Alicia Sontag is Senior Vice President of Global Marketing for Bobbi Brown Cosmetics at Estée Lauder Companies (ELC). In this role, she leads marketing for one of the corporation’s most innovative cosmetics brands.
Ms. Sontag began her career at McKinsey and Company,where she advised clients on a variety of strategic, marketing, and operating issues. She joined ELC in 2002 as Director of Global Strategy for Clinique and was soon named Executive Director, Global Skincare Marketing. Later, she became Vice President, Clinique North America Marketing.
In 2007, Ms. Sontag left Clinique to join Ojon as Vice
President, and she worked on this newly acquired brand for ELC by driving the strategy and brand architecture, growing alternate channels like Sephora and QVC, launching new markets, and supporting integration. In 2009, she left Ojon to join Bobbi Brown Cosmetics and was named to her current position one year later.
Ms. Sontag has supported Bobbi Brown’s double-digit
growth with over performance in key regions such as Asia and the Middle East. She has applied her strategic and innovative approach to marketing to define and drive brand strategy across key areas. Ms. Sontag launched the brand’s first-ever consumer engagement campaign, Pretty Powerful, and has played a key role developing its first-ever celebrity spokesperson campaign with Katie Holmes.
Ms. Sontag is a graduate of the Wharton School, and earned her M.B.A from Harvard Business School.