This week, REFORM Alliance has appointed Kim Spitaleri as Chief Marketing officer to oversee the organization’s newly launched marketing division which has been established to create long-term marketing plans, activations, and brand innovation for REFORM.

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Kim adds to REFORM Alliance’s steady growth as an organization and plays a crucial role in expanding its mission to transform probation and parole within the criminal justice system.

America’s probation and parole system have to be replaced with a restorative strategy that is fair, responsible, and committed to recovery. The organization’s mission is to help people successfully reintegrate into society while enhancing the safety and well-being of families and communities.


“We are thrilled to welcome Kim to our team,” said REFORM CEO Robert Rooks. “As we continue to raise awareness about the need to transform our probation and parole system, innovation will be fundamental to taking our movement to new heights. As Chief Marketing Officer, Kim will lead the strategic direction for our marketing presence, spearheading efforts to bring REFORM’s mission to new audiences by implementing creative campaigns and designing dynamic and impactful events. Her leadership will be key to advancing our growth and impact.” 

Kim brings over 20 years of diverse marketing expertise. Uniquely qualified to lead marketing transformation, Kim joins most recently from Estée Lauder Companies, where she served as Vice President, Global Consumer Marketing, eCommerce & Omnichannel at Tom Ford Beauty, shaping the brand strategy, creating disruptive marketing activations, and driving record-breaking growth. During her tenure, she pioneered the worldwide launch of the Tom Ford Beauty retail stores, diversified social media, and unlocked e-commerce in China, tripling sales.

“I couldn’t be happier to join REFORM given the current state of affairs and the inequities regularly occurring in our criminal justice system,” said Kim Spitaleri. “We want to change the narrative by sharing the facts and creating emotional connections to amplify REFORM’s reach.”

Before joining the Tom Ford beauty brand, Kim spent five years as VP, Global & North America Consumer Marketing and Artist Relations for MAC Cosmetics, where she led and unified marketing across multiple divisions. She advanced the iconic VIVA GLAM lipstick, propelling lipstick to the #1 product, with 100% of the proceeds going to local organizations supporting those living with or affected by HIV/AIDS.

Prior to her 10+ years at Estée Lauder, she spent seven years at Starwood Hotels & Resorts preceding the acquisition by Marriott. She held leadership roles across several divisions, including W Hotels, Starwood Preferred Guest, and across the portfolio of brands in North America. Most notably, she helped shape the W Hotels brand during its infancy and supported the expansion into international markets. 

Since the organization was founded in 2019, REFORM has passed 16 pieces of bipartisan legislation in 10 states and created pathways for more than 650,000 people to exit the justice system. In addition to REFORM’s legislative work, the organization is focused on creating job opportunities for sustainable success in the employment market. Employment opportunities are one of the greatest factors in determining reentry success, lowering recidivism, and creating lasting stability for individuals, families, and communities.

Launching a job fair event series in late 2021, REFORM has hosted two large-scale events providing comprehensive one-stop services and community engagement. The two events in NY and Philadelphia provided nearly 10,000 people with access to job opportunities, with 25% of attendees receiving an offer of employment. Additional job fair events are planned to be announced across the country in 2023.”