With an Eye to E-Commerce, Condé Nast Grabs Brand Development from Lancôme USA

Condé Nast has tapped a luxury cosmetics marketing executive for a newly created position that will lead the magazine publisher in non-traditional–but increasingly compulsory–business initiatives like e-commerce.

Gillian Gorman Round, currently a senior vice president of marketing Lancôme USA (part of the L’Oréal Group) will join Condé Nast as a senior vice president of brand development, company president Bob Sauerberg announced Friday. Prior to Lancôme, Ms. Round launched the first YSL Beauté e-commerce site.

“Gillian is an experienced marketer with a successful track record of extending brands through revenue-growing platforms,” Mr. Sauerberg said in the release. “Her expertise in aligning consumer offerings with market positioning and business strategy is a great fit for our corporate vision and business objectives.”

She will collaborate across the titles’ editorial, business and technology teams to oversee initiatives in “growth areas.” In addition to e-commerce, the release listed membership programs, video, product and sampling. She starts next month and will report to Mr. Sauerberg.

Her hire suggests a more integrated approach to e-commerce, in which individual titles have previously dabbled. In 2011, GQ joined with Gilt Groupe for Park & Bond and Allure launched Beauty Bar, powered by Soap.com

Earlier this month, Glamour magazine teamed up with Ms. Round’s soon-to-be former employer for the Lancôme Mobile Taxi Shops, which treated editors, bloggers and other fashion types to free rides to and from Fashion Week hotspots. Passengers were subject a video about the latest beauty trends, which they could purchase from inside the cab using smart phones equipped with the Glamour Friends & Fans app.

Glamour publisher Bill Wackermann previously told The Observer the initiative was “hugely successful.”