Elena Khodunova has been appointed as the Chief Marketing Officer at L’Oréal Luxe Division in the Nordics, which indicates trust in and confirmation of her strategy. Previously in the region, she acted as Brand Director for the brands Kiehl’s, IT Cosmetics, and Urban Decay and initiated unmatched creative programs to help shape L’Oréal Luxe in an already busy marketplace.
Her presence alone grew the brands into over 100 new retail environments, greatly improved the brands’ digital opportunity with several consumer touch points digitally for consumer engagement, and created campaigns such as Urban Decay’s “Put It to the Test ” and Kiehl’s immersive Sauna Pop-Up event, giving tremendous customer experience engagement and awareness. Not only was she able to use digital in her campaign plans with the engaging experiences in the store, but she also rapidly became a pioneering chief marketing officer.
You might also like – Shailesh Paul to Become the new CEO of PayU’s Wibmo
A Track Record of Impact Across Markets
Before her Nordic stint, Elena was Brand Director for Kiehl’s, Biotherm and Helena Rubinstein in Russia, achieving double-digit growth. She also executed a breakthrough loyalty program for Kiehl’s that registered one of the highest NPS scores in Europe. Elena exemplifies performance-led marketing grounded in consumer-centricity at L’Oréal.
Elena has also garnered global experience in her Paris position as Brand Business Development Director for Lancôme and YSL Beauty across Eastern Europe, where she created many D2C e-commerce platforms and led market-shaping initiatives. Her previous roles as Marketing Director for Lancôme in Russia and Group Brand Manager for YSL Beauty in Russia define her strong track record for digital transformation and omnichannel growth in the beauty industry.
Elena started her career at L’Oréal Russia in commercial strategy and trade marketing and progressed to Procter & Gamble, where she managed fragrance brands such as Hugo Boss and Lacoste. She combines practical commercial strategy and data-driven marketing with creativity and international experience, creating an ideal fit to drive premium brand growth in the Nordic countries.
