PARIS — Balmain has appointed Bruna Scognamiglio as chief marketing officer, the latest in a series of management changes made by parent company Mayhoola as it prepares to take the company to the next level of growth.
A veteran marketing executive with more than two decades of experience at brands including Procter & Gamble and Ferragamo, she will report directly to Balmain’s new chief executive officer Matteo Sgarbossa. Her appointment is effective Sept. 9.
Scognamiglio has been tasked with “overseeing all aspects of the brand’s global marketing strategies, its image direction and communications to boost Balmain’s ambitions for the future,” the brand said in a statement shared first with WWD.
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She succeeds Txampi Diz, whose departure was announced in March after a 17-year relationship with the brand, first under the auspices of public relations firm KCD in Paris, then in-house as chief marketing officer since 2017.
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Scognamiglio joins from Ferragamo where she spent five years in various roles, working her way up to global brand and marketing director.
Prior to that, the Italian executive logged stints as head of digital communication at Tod’s Group and vice president global PR and influencer marketing for Gucci Beauty at Coty.
A graduate in economics from the University of Naples Federico II, she began her career at Procter & Gamble with a series of roles including communications manager for Dolce & Gabbana and Gucci, and associate director of communications for its prestige division prior to the merger of the U.S. multinational’s Specialty Beauty Business into Coty.
That background will come in useful as Balmain prepares to launch into beauty this fall under license with the Estée Lauder Cos. Inc.
Scognamiglio will be working alongside Olivier Rousteing, Balmain’s creative director since 2011, to help the brand achieve its ambition to become a true global leader in luxury goods.
It is understood Mayhoola is convinced the brand’s potential is much bigger that its current size would suggest, and can grow further without taking shortcuts that might harm its reputation for special products and experiences.