Anna Musikhina

Anna oversees media, touchpoint strategy, eCommerce and CRM for Lancôme globally. She is accountable for profitable online growth across channels, media ROI across target audiences and consumer recruitment/retention. Anna's team invests in solutions that support their objectives in the areas of D2C and email personalisation, content automation, consumer behaviour analysis, data onboarding into media, and digital-first creative including for gaming. Anna recently revamped the Lancôme loyalty strategy with a new programme and a new value proposition for members, which increased retention by 5pp to raise above industry average. She introduced a new consumer engagement approach to accommodate the multigenerational nature of the brand, achieving millions of organic views among gen z; and she has launched Lancôme on Amazon across Americas, Europe and Asia with premium execution and superb business results.