L’Oréal names new chief digital and marketing officer for SAPMENA

L’Oréal has named Lex Bradshaw-Zanger (pictured left) as the chief digital and marketing officer (CDMO) of L’Oréal SAPMENA from 1 May 2023. He will be responsible for boosting L’Oréal’s digital and marketing innovation in the SAPMENA Zone, which comprises over 35 markets and covers the fastest growing, most populous, and young demographic markets of the world. Bradshaw-Zanger succeeds Shelly Chiang (pictured right), who takes on a new role as chief digital and marketing officer and head of corporate affairs and engagement for L’Oréal Taiwan from 1 April 2023.

Bradshaw-Zanger will bring his international expertise and experience to the SAPMENA Zone, from building on key strategic capabilities in e-commerce, consumer engagement, data and analytics to excellence and transformation in marketing. He was most recently CDMO for L’Oréal UK & Ireland, a role he has held since 2019. Prior to this, Bradshaw-Zanger held roles in the Western Europe Zone and was chief digital officer of L’Oréal Middle East and Africa Region. Before joining L’Oréal in 2016, he held digital and leadership roles with McDonald’s, Facebook, WPP and Publicis, where he was based in London, Paris, New York, and Dubai.

In his new role, Bradshaw-Zanger will lead strategy to reach and engage new consumers across the SAPMENA Zone, home to over three billion consumers and hubs for digitally savvy Gen Z population. He will report to Vismay Sharma, president of SAPMENA, and be based in Singapore.

Bradshaw-Zanger shared, the growth potential of these beauty markets, the young, digitally enabled consumers and the merging of on and offline experiences, are amazing opportunities for the company to continue to innovate and transform our marketing.

“I am extremely happy to be joining this amazing and strategic region for the group. Above all, I am excited to take on this challenge with our talented teams across the different markets.”

Meanwhile, Chiang was a founding member of the SAPMENA Zone Management Committee since January 2021. During her time as CDMO of L’Oréal SAPMENA, she successfully designed, staffed, and integrated a diverse team of experts in digital marketing, eCommerce, data, consumer and market insights (cmi) and media to form a strong new function.

Chiang said, “I’ve been very fortunate to be part of the pioneering SAPMENA Zone team where we can drive game-changing initiatives for positive business impact and to future-proof L’Oréal’s digital and marketing capabilities. “

“While I’m very sad to leave the amazing CDMO Zone team and all our market teams, I know they are in good hands. I’m also looking forward to returning home to Taiwan where I will be able to leverage my international experience and inject new thinking to drive growth in a sophisticated and mature beauty market and bring more value to the Group,” she added.

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