Gen Obata is the Vice President of Global Retail Experience for the Estée Lauder brand where he is responsible for retail marketing, retail events and innovation, overseeing all in-store consumer experiences and technology. In this past year, Gen drove the implementation of at-counter personalization including multiple virtual try on projects with YouCam Makeup. Prior to his current role, Gen was the Executive Director, Strategic Projects, Global Retail Channel for the Estée Lauder Companies. Before joining The Estee Lauder Companies, Gen worked for Coach in New York and Bain & Company in APAC. Gen holds an MBA from Cornell University and Law degree from University of Tokyo.