Dive Brief:

• As Diptyque continues its brick-and-mortar expansion across the United States, the brand announced this week that it named its first chief marketing officer, according to a press release emailed to Retail Dive.
• Jessie Dawes, a veteran marketing executive with Shiseido Americas, has been named chief marketing officer of Diptyque Americas. Before Diptyque, she was vice president of integrated marketing and consumer engagement for Shiseido and Clé de Peau Beauté brands.
• At Diptyque, Dawes will oversee marketing, public relations and communications, media, social and influencer, CRM, wholesale visual merchandising as well as education and training in the Americas.

Dive Insight:

The appointment of Dawes to the chief marketing officer position marks a significant step in the 62-year-old brand’s strategy. Dawes comes with experience developing brand strategy and has held previous marketing and e-commerce roles with Theory and Helmut Lang.

Dawes “brings a wealth of digital and luxury experience to Diptyque,” Julien Gommichon, president of Diptyque Americas, said in a statement. “She will be focused on driving brand awareness and loyalty, and leading marketing strategy and marketing effectiveness in the Americas. Jessie’s omnichannel and consumer-centric approach will enable us to engage consumers and fuel brand growth across all of our points of distribution, digital and in-store.”

The appointment comes as Diptyque is focused on opening new locations in the U.S., having announced boutiques in Brooklyn, Las Vegas, San Francisco and Washington, D.C. recently.

As the retail landscape continues to evolve post pandemic, a number of brands also announced first-time C-suite positions. DTC bedding brand Parachute named its first chief financial officer in March 2022, its first chief merchandising officer in January 2022 and its first chief commercial officer in November 2021. Luggage brand Away also named its first chief operating officer and chief digital officer in November 2021. And REI named its first chief commercial officer in December 2021.

Founded in Paris in 1961 by Christiane Montadre-Gautrot, Yves Coueslant and Desmond Knox-Leet, Diptyque has evolved as an independent boutique known for its mix of home décor, fragrances, candles, scents and bath and body products. Its flagship boutique is at 34 Boulevard Saint Germain.