Within the midst of a world reshuffling of its C-suite, Sephora goes all-in on a world executive.

Deborah Yeh, who currently serves as executive vp, global chief purpose officer and chief marketing officer of Sephora for North America, will transition solely to global chief purpose officer, effective Jan. 1.

Sephora Americas president and chief executive officer Jean-André Rougeot noted in a memo seen by WWD that “together with her sharp strategic mindset and real passion for people and advocacy, we all know she’s going to shape our purpose journey into one which will probably be industry-defining,” adding that she’s going to report back to Guillaume Motte, the retailer’s newly minted global CEO.

Yeh will relocate to Paris to fill the job.

The move is supposed to service the “fast-growing needs of her global purpose role,” but Rougeot added that “Deborah has been doing an incredible job of playing a dual role each here within the U.S. and all over the world.”

The search is on, each internally and externally, for a latest chief marketing officer and the marketing team will report on to Rougeot within the interim.

He also noted within the memo that “developing efforts around our global purpose is a top priority for Sephora.”

“Deborah has had an incredible ten-year profession with us at Sephora, North America. She has helped transform Sephora into an inspiring, inclusive and academic beauty destination,” the memo continued, pointing to Sephora’s early signature of the 15 Percent Pledge and its own We Belong to Something Beautiful campaign.

Sephora revealed Motte’s appointment last month. Sephora, still prestige beauty retail’s sole global player, is contending with expansion and digitally adept competitors in key markets. Earlier this 12 months Sephora re-entered the U.K. and it is usually dipping into e-commerce in China.

As reported by WWD, sales at Sephora are expected to exceed 10 billion euros this 12 months, in response to industry sources.