Beauty subscription service Ispy announced on Tuesday the appointment of Francine Li to the role of chief marketing officer.

Reporting to CEO Scott Gilbertson, Li will lead marketing, communications, and ensure a seamless member experience for the U.S. firm’s beauty customer. She will oversee efforts to reinvigorate the Ipsy brand to engage the current community and reach the next generation of beauty fans, and will also work with the Los Angeles-based company to continue to advance impact efforts at the company, in relation to diversity, equity, and inclusion.

“I am thrilled to be joining the Ipsy team! It is a pivotal and exciting moment for the company as we embark on our next stage of growth,” said Li.

“I look forward to applying my passions for creativity and innovation to a brand that epitomizes empowerment and self-expression. As someone who grew up not seeing myself represented in the beauty industry, Ipsy’s mission of redefining beauty in a way that celebrates diversity and authenticity deeply resonates with me.”

Li joins Ipsy from Riot Games where she served as global head of marketing, overssing games League of Legends and Valorant. Similarly, Li led global brand strategy at Netflix, after stints at varying creative agencies, where she led creative campaigns for brands including Procter & Gamble, ESPN, and Budweiser.

Li has been recognized as a 2023 Forbes Entrepreneurial CMO and has won over 50 global awards including Cannes Lions, Clios, One Show Pencils, Effies and an Emmy. Additionally, she has held the esteemed role of Jury President for both the Cannes Lions and the One Show.

“Francine is a visionary talent. Her impressive success building resonant brands with next-generation customers will be invaluable to the growth trajectory and market leadership of Ipsy,” said Gilbertson. “As a brand and customer led company, this is a critical role. We are confident that Francine’s leadership will elevate and extend Ipsy’s indelible commitment to serving the needs of our members.”

Last month, ​Ipsy announced that beauty creator and brand founder Patrick Starrr will curate the May Icon Box.