Sulzbach, April 29, 2026 – cosnova is strengthening its global marketing and digital capabilities by appointing two new leaders to key positions: Luise Mohn takes on the role of Director MarTech, GenAI & Digital Marketing Analytics, and Deniz Anic becomes Director Digital Global Media Strategy & Innovation. With these two new appointments, cosnova is deliberately reinforcing its MarTech and analytics foundations, driving the integration of GenAI into marketing processes, and further expanding its global media strategy with a clear focus on platforms, performance, and innovation.

“With Luise Mohn and Deniz Anic, we are bringing on board two individuals who will play a key role in advancing our digital marketing, especially in the field of GenAI. Luise combines a deep understanding of data, technology, and organizations with the ability to translate that into tangible change. Deniz has an insider’s understanding of platform dynamics and combines strategic media thinking with a keen sense for cultural trends and innovation. Together, they will help us shape our marketing to become even more data-driven, integrated, and future-oriented,” says Thorsten Mühl, Chief Digital Marketing Officer at cosnova.

Further development of MarTech and analytics structures

Luise Mohn joined cosnova on April 1 and is responsible for MarTech, GenAI, and Digital Marketing Analytics. She brings more than 15 years of experience in the international consumer goods industry, including roles at Danone, PepsiCo, and L’Oréal. Over the course of her career, she has led commercial and transformation projects for more than a decade across the entire value chain — from marketing and go-to-market to digital and sales. Her particular focus has been on successfully connecting data-driven marketing, technology, and business impact. She also brings many years of leadership experience in building and further developing teams.

“What motivates me is the opportunity to create something transformative at the intersection of people, data, and generative AI, and to establish conditions in which people can use their strengths to the fullest and make better decisions. This is especially exciting in a globally operating company like cosnova, which empowers people’s self-image every day,” says Luise Mohn. At cosnova, Mohn will drive the further development of MarTech and analytics structures, accelerate the integration of GenAI applications into marketing processes, and, together with central functions such as BI, Data, IT, and the brands, strengthen the technological foundation for modern, globally scalable digital marketing.

New impetus for global media strategy and innovation

“Media is undergoing profound change, particularly through AI capabilities, and is becoming increasingly platform-driven — with its own dynamics, logics, and communities. This is exactly where my passion and experience lie. I want to bring this perspective to further align the global media strategy even more strongly with cultural relevance, as well as data-driven performance and efficiency,” says Deniz Anic, who will assume the role of Director Digital Global Media Strategy & Innovation on May 1.

Anic has more than 16 years of experience in the marketing and media environment, with a focus on digital platforms as well as FMCG and beauty brands. Most recently, he served as Head of Industry for Beauty, Wellbeing, Healthcare, and Household at Pinterest, where he and his teams were responsible for strategic collaboration with leading brands. Prior to that, as Brand Partnerships Lead, he played a central role in building TikTok’s monetization business with global consumer goods and luxury brands. Earlier positions included brand building and brand management at L’Oréal, as well as roles at renowned agencies such as Grey, Ogilvy, and BBDO.

In his new role, he will further develop the global media strategy and standards, strengthen innovation and test-and-learn approaches, and continue to drive the integration of media, performance, and platform dynamics. A particular focus will be on embedding AI-driven approaches more firmly in media strategy and optimization, as well as on closer collaboration with the brands as a key point of contact for campaigns and digital innovation. With these two new appointments, cosnova is purposefully expanding its data-driven marketing expertise and global media strategy, while continuing to advance its ambitious growth strategy on its path toward becoming one of the world’s leading beauty companies.