Allison Badea has joined Kate Spade New York as chief marketing officer.

Badea, who joined Monday, steps into the permanent CMO role, which had been held on an interim basis by Kaisy O’Reilly.

Badea has nearly two decades’ experience in luxury and mass market beauty. Most recently she was with L’Oréal as head of global brand experience at Maybelline New York. Before that she was general manager at Giorgio Armani Beauty U.S., and has worked for other L’Oréal’s brands such as Kiehl’s, Lancôme, and Biotherm, where she drove business growth through franchise innovation and consumer-first strategies.

At Kate Spade New York, Badea will lead the company’s global strategy to elevate brand awareness and drive sustained growth for the brand.

She reports to Eva Erdmann, chief executive officer of Kate Spade New York, a division of Tapestry Inc.

“Kate Spade is returning to its essence — joy, femininity, function, a touch of wit — and making it real for a new generation of women. To do it right, you have to know her deeply: not just her feed, but her life, her values, what actually sparks joy for her every day. Allison has spent nearly two decades doing exactly that. I’m thrilled to welcome her,” said Erdmann.