US: Sephora’s US CMO transitions to new role – How did the brand do under the marketing chief?
Weeks after welcoming its new global CEO earlier this month, beauty retailer, Sephora, has announced Deborah Yeh as its global chief purpose officer effective 1 January 2023. Yeh currently serves as executive vice president, global chief purpose officer and chief marketing officer (North America). The latest C-suite development now leaves the CMO position vacant, thereby kickstarting the hunt for a new occupant.
Yeh has been at the CMO position since 2012 - how has Sephora fared in the recent past with Yeh leading its marketing efforts?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Sephora’s Awareness, Ad Awareness, Index and Current Customer metrics have improved under Yeh.
The brand’s Awareness metric - which measures how aware customers are of the brand - grew from 53% on 1 August 2016, to 67% on 18 December 2022. Similarly, its Ad Awareness scores - which indicate how many consumers are noticing the brand’s advertising - grew to reach 15% on 18 December 2022, from 5% on 1 August 2016.
Sephora’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - grew from a net score of 11.2 to a net score of 14.2. Its Current Customer metric improved by 4 percentage point, starting at 3% to 7%.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Sephora’s Awareness score is based on the question: Which of the following beauty care brands have you ever heard of? and delivered as a percentage. The Awareness score is based on the question: Which of the following beauty care brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. The Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. The Current Customer score is delivered as a percentage. Scores are based on an average daily sample size of 1725 US adults between 1 August 2016 and 18 December 2022. Figures are based on a four-week moving average. Learn more about BrandIndex.