L'Oréal Names Karen Bur, Marc Dicko to Marketing Posts
Bur leads marketing for Luxe Travel Retail APAC while Dicko takes over digital and marketing across the SAPMENA zone.
Updated on Nov. 3, 2026 in People
L'Oréal appointed Karen Bur as marketing director for Luxe Travel Retail APAC in August 2026, and Marc Dicko as chief digital and marketing officer for its SAPMENA zone in September 2026. Bur's appointment was confirmed through her LinkedIn profile.
Why it matters
The moves reshape marketing leadership across L'Oréal's Asia Pacific operations, placing a senior digital executive over more than 35 markets. Lex Bradshaw-Zanger's departure from the regional CDMO post and move into a newly created role signals a structural shift in how SAPMENA organizes its marketing and commercial capabilities.
Dicko's remit covers digital, eCommerce and marketing strategy across more than 35 markets, while Bur oversees five brands in the Luxe Travel Retail APAC portfolio. The source does not specify what revenue or performance targets accompany either role.
The players
L'Oréal
L'Oréal is a French multinational cosmetics company and one of the largest beauty groups in the world.
Karen Bur
Karen Bur is a L'Oréal marketing executive whose prior posts include brand head at Atelier Cologne in Hong Kong.
Marc Dicko
Marc Dicko is a digital and marketing executive who previously held senior roles in the beauty industry before joining L'Oréal's SAPMENA leadership.
Lex Bradshaw-Zanger
Lex Bradshaw-Zanger is a L'Oréal executive who previously led the SAPMENA regional CDMO position.
The details
Bur moved into the Luxe Travel Retail APAC post after serving as head of marketing and retail for Helena Rubinstein across South Asia Pacific, the Middle East and North Africa from January 2025 to November 2026. Dicko, based in Singapore, was appointed chief digital and marketing officer for the SAPMENA zone, while Bradshaw-Zanger departed that regional position.
Timeline
January 2025: Bur became head of marketing and retail for Helena Rubinstein.
July 2021: Bur became omni customer experience manager at L'Oréal Singapore.
August 2026: Bur took on the Luxe Travel Retail APAC marketing role.
September 2026: Dicko was appointed SAPMENA chief digital and marketing officer.
November 2026: Bur's Helena Rubinstein role ended.
Market Landscape
The changes align digital and marketing leadership under a single executive across SAPMENA, a zone spanning more than 35 markets in Southeast Asia and the Pacific. The reorganization places travel retail and digital strategy under closer regional oversight as beauty brands compete for Asian consumers.
Shoppers in Asia Pacific may notice changes in how L'Oréal markets its brands and runs digital campaigns across the region's markets. Travel retail shoppers in particular could see shifts in promotion and product presence at airports and duty-free stores.
The takeaway
Leadership changes at major beauty groups often signal shifts in regional strategy, and these appointments show L'Oréal consolidating digital and marketing oversight across Asia Pacific. Readers tracking the beauty industry can watch how the reorganized teams handle travel retail and e-commerce in coming quarters.
Further reading
Explore more People coverage to see how leadership moves shape global corporate strategy.
Source note: This article includes information reported by Marketing Magazine.
