Justin Bieber, Madonna and Kim Kardashian-West tweeted about the launch of EDbyEllen.com.
Julie Bornstein now handles marketing as well.
Beauty products retailer Sephora USA Inc. has promoted Julie Bornstein to chief marketing and digital officer. Her new job puts her in charge of brand and store marketing, along with online retail. She reports to Alessandro Bogliolo, chief operating officer.
Bornstein had been senior vice president of Sephora Digital for the past five years, during which the retailer’s e-commerce business doubled, Sephora says. Sephora is No. 136 in the Internet Retailer Top 500 Guide. According to Internet Retailer estimates, Sephora’s sales in 2011 were $130.2 million, up 21.7% from $107.0 million in 2010—though down from $138.8 million in 2009 and $130.9 million in 2008. Sephora does not disclose its online sales.
During her previous job, Bornstein also helped the retailer launch mobile commerce. Last year, Sephora also rolled out a new mobile site, revamped iPhone and iPad apps, and an updated e-commerce site with advanced social features.
Before Sephora hired her, Bornstein worked as a general manager for Urban Outfitters Inc., No. 48 in the Top 500 Guide. She oversaw web and catalog for the apparel retailer, Sephora says. She also was vice president of e-commerce for Nordstrom Inc., a job she held from 2000 until 2007. Nordstrom is No. 31 in the Top 500.