Elemis names ex-Charlotte Tilbury head as Chief Brand Officer

British skincare brand Elemis has appointed Jennifer Baldwin as its new Chief Brand Officer, reporting from its London HQ. 

In this role, Baldwin will be responsible for "evolving and executing" global brand strategy. This includes bringing core values to life and building brand equity, with a key focus on elevating the brand's three sustainability pillars of Biodiversity, Climate and People.

Baldwin joins Elemis from Charlotte Tilbury, where she served as Head of Global Brand Marketing and led the global brand strategy for its skincare business. Prior to this, she held various marketing roles at Cult Beauty.

Sean Harrington, Co-Founder and CEO of Elemis, said: “Jennifer is an exceptional brand marketeer with a wealth of experience in driving brands to the next level. I’m confident she will be a strong addition to our executive team and that her fresh perspective and disruptive thinking will make an immediate impact in shaping our global brand vision.”

The appointment follows additional hires for the brand globally, including Lauren Grimmer as UK Omni-Channel Marketing Director and Martin Bell as UK E-Commerce Director.

Last month, Elemis achieved B Corp certification and announced its new sustainability strategy to help drive long-term positive changes as a "responsible, ethical business". In its assessment, Elemis achieved an overall score of 93. To qualify as a B Corp, businesses must score 80 or over. The median score for "ordinary businesses" who complete the assessment is currently 50.9.

Building on its achievement, Elemis is now moving forward with its "comprehensive and ambitious" sustainability strategy. The new strategy will cover sourcing accountability, protecting and restoring biodiversity, energy efficiency, smarter formulations, packaging minimisation and empowering people.