WWD has learned that Rebecca Mason has taken on the role of senior vice president, global brand image at Tom Ford, which was founded by the namesake designer in 2005, and is wholly-owned by the Estée Lauder Companies.
Both Cigognini and Mason joined the company late last month, and will work closely “to ensure brand image and communications are consistent and cohesive across all verticals of the global luxury house including fashion, beauty and eyewear,” according to the owners.
Cigognini has two decades of global luxury marketing and communications experience, and was most recently chief marketing officer at Alexander McQueen, a role he left earlier this year.
At McQueen he worked closely with the company’s management and with the creative director Sarah Burton, who is leaving the company later this year.
During his time at the Kering-owned house, Cigognini was instrumental in setting the marketing and communications strategy. He oversaw a raft of international store openings and helped lead McQueen into the circular economy via a parternship with Vestiaire Collective.
In the past he has held leadership roles in marketing and communications at companies including Bottega Veneta, Dolce & Gabbana, and Bulgari.
At Tom Ford, Cigognini will oversee brand equity, strategic communications, paid, owned and earned media, talent and brand voice, for all categories. He will report to Guillaume Jesel, president and chief executive officer of Tom Ford, and Lelio Gavazza, chief executive officer of Tom Ford Fashion.
“Paolo is a world-class, strategic communications leader with exceptional experience working with creative directors in fashion,” said Gavazza. “He has deep expertise in driving luxury aspiration and elevating brand equity to deliver business results.”
Mason joins from Condé Nast, where she spent more than 15 years, most recently as vice president of global creative for Condé Nast Commercial Creative. She will oversee the brand image for all categories and report to Jesel and Peter Hawkings, the brand’s creative director.
Jesel said Mason’s “proven expertise will ensure that the brand image of Tom Ford continues to deliver visually arresting, bold concepts” that showcase the brand’s vision of modern glamour.