Rodan & Fields names former Gap exec Elisabeth Charles as CMO

By

Cassidy Mantor

Published
Dec 1, 2017

Top US skincare direct sales brand Rodan & Fields has tapped former Old Navy and Athleta executive Elisabeth Charles as its new Chief Marketing Officer.

Charles comes to the San Francisco-based company most recently from her role as Senior Vice President, General Manager of Old Navy Outlet. That position followed Chief Marketing Officer roles at Old Navy and Athleta, which she also previously held.

Prior to joining Athleta, Charles was also CMO at Petco. Before becoming a C-level executive, she was a senior marketer at Victoria's Secret and Taco Bell. Charles obtained her Bachelor's degree from the University of California-Berkeley and her masters from Harvard Business School.

Rodan & Fields is looking to Charles' heavy retail marketing experience to help drive consumer engagement to grow the brand across all of its markets. The company expects her to drive strategy and execution of its brand marketing, creative, and consumer loyalty pieces. Charles will specifically lead product launches, global campaigns and digital marketing.

Diane Dietz, CEO and President, Rodan & Fields said, "Her breadth of experience building successful global brands will propel Rodan & Fields forward during our next phase of growth as we strive to be the number one skincare brand in each market we serve."

Rodan & Fields was started by two dermatologists seeking to improve skincare. In 2007 the company divested from department store wholesale and switched to a direct sales "community commerce" model.

It is currently sold by independent consultants as a direct sales company. The company has captured a new generation of Avon-style selling for entrepreneurial millennials interested in skincare.