L’Oreal hires first UK CMO

L’Oreal is appointing its first UK and Ireland CMO in former Diageo marketer Hugh Pile amid a “regroup” that will align marketing with other functions such as consumer insight and social listening.

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Alongside marketing, Pile will be responsible for consumer and market insight, consumer affairs, media management and social listening. He will also be expected to collaborate closely with digital and marketing teams from L’Oreal brands, which include Lancome Paris, Maybelline and Redken.

Pile will report into country managing director Michel Brousset and joins the country management committee for L’Oreal UK and Ireland. In his role, Pile will be tasked with supporting L’Oreal’s growth strategy, which aims to reach 1 billion new consumers by 2020.

That will include a focus on innovation, consumer insight, accelerating media efficiecies and creating a “centre of excellence and inspiration for transversal learning.”

Pile says: “The realms of digital and marketing have become inseparable where the beauty industry is concerned and I am delighted to be working with a variety of teams within the business to ensure this remains a priority for L’Oreal.”

Pile was previously marketing and innovation director at Diageo in Vietnam. He joined the drinks maker in 2005 as a brand manager and has worked in a number of roles, including in Africa.

The appointment comes after L’Oreal’s global CMO Marc Speichert left earlier this year to join Google’s global client and agency solutions division. Pile is the latest country CMO to be appointed in the wake of Speichert’s departure, with L’Oreal already promoting Marie Gulin, a senior marketer at its Paris brand, to US CMO.