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LVMH: Gonzague de Pirey takes over as chief omnichannel and data officer

Translated by
May 22, 2023

LVMH is starting the next phase of its digital transformation with an important appointment. The French luxury group has appointed Gonzague de Pirey as its new chief omnichannel and data officer for its Sephora brand. The latter will manage the group's omnichannel, data and artificial intelligence, and digital customer service expertise centres, the company said in an internal note.

Gonzague de Pirey - @Manui Franken - LVMH

He joined the group in 2020 to manage Sephora's German subsidiary and was promoted two years later to head of new projects (Sephora New Ventures). He will take up his new position on June 1 and report directly to LVMH's deputy CEO, Toni Belloni. His mission is to initiate a new stage in the group's digital transformation.
In his new role, "Gonzague will manage the global integration of data and artificial intelligence into the value chain of our brands. His teams will work with visionary companies in terms of innovation, as well as with our houses, to provide an optimal and more integrated customer experience across all touch points, and to improve the efficiency and responsiveness of our supply chains," explains LVMH.

He will have under his wing the omnichannel & e-commerce director, Olivier Astié, the chief data officer Anca Marola, the LVMH client services general manager Camille Canque, Lan Luan, the senior vice president digital, Asia Pacific and his alter ego Larissa Higgins, who is vice president digital, North America.
As the luxury goods giant, which owns Dior and Louis Vuitton among others, indicates, Gonzague de Pirey will also be involved in a transversal way with the group's other activities related to innovation. "He will work closely with Group IT Director Frank Le Moal, LVMH Holding Human Resources Director & Other Activities Frédérique Rousseau, VP of Digital Innovation and Global Head of Web3 and Metaverse Nelly Mensah, and Open Innovation Director Laëtitia Roche-Grenet.
Gonzague de Pirey has an eclectic profile, with extensive experience in senior positions in various business areas, from Asia to Russia, France and Brazil. A graduate of the Ecole Polytechnique, he worked as a social affairs advisor in the French Prime Minister's office from 2004 to 2007, under Jean-Pierre Raffarin and then Dominique de Villepin.
He then moved on to the Saint Gobain group, a leader in building materials, where he worked first as director of planning, then in various management positions in Shanghai and Moscow. In 2016, he became CEO of the Lapeyre group, which specialises in home furnishing products, before joining LVMH in 2020. Arriving in the midst of a pandemic at Sephora, Gonzague de Pirey has distinguished himself by launching several initiatives to continue to engage customers, in particular by creating the Unlimited loyalty programme and the new MySephoraStore sales channel.
"With his extensive experience in omnichannel businesses, in various sectors and countries, and as leader of Sephora New Ventures, he has demonstrated his ability to drive innovative initiatives for the benefit of our customers and our business. His strengths will be instrumental in accelerating the progress of our companies and regions in the exploitation of technology and data," commented Toni Belloni.

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