Geraldine Cohen

Geraldine Cohen

Global Sr. Director, Digital



Geraldine lead fresh’s global digital strategy to focus on positioning the customer at the center as a core part of the consumer journey. She is responsible for driving the brand’s ecommerce global businesses on and e-retail as well as driving the growth of the brand on social media platform.  She is also driving fresh to develop new capabilities, technologies and innovation. 

Geraldine joins fresh from affordable luxury womenswear brand ba&sh where, as Global Head of Direct-To-Consumer since 2017, she created and led a new department focused on accelerating the brand’s digital transformation across social media, digital marketing, CRM and omnichannel commerce. Prior to this post, Geraldine was Founder & CEO of The Beautyst—a French online beauty community and marketplace—from 2011 until 2017 when she led the company’s acquisition by Europe’s largest online beauty retailer, Feelunique. She began her career as an Analyst with global venture capital fund,, in 2010.

Geraldine attended the Lycée Louis le Grand and holds a Master of Science in Management degree from HEC Paris.


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