Glossy’s Top Marketers of 2022
This year’s most groundbreaking marketers in beauty and fashion
INTRODUCTION
2022
In Glossy’s inaugural list of the most impactful marketers in beauty and fashion, we’ve spotlighted the executives
While marketing has always leaned heavily on creative direction, there are more tools for attribution and metrics than ever before, establishing the speciality as equal parts art and science. Moreover, today’s marketers need to foster communities and craft a brand’s purpose. It is with this in mind that Glossy set out to showcase the people who are at the helm of this transformational change. Click around the profiles to explore this year’s picks, including executives from legacy brands like Gap to disruptors like Deciem.
I
moving the needle on creativity, carving out new avenues for messaging and, of course, driving sales. The role of marketers has vastly changed over the last decade, let alone the last two years. For example, brief store closures in 2020 emphasized the need for a strong online presence, while shifting cultural values underscored how important it is to establish a brand voice.
PROFILES
Mary Alderete
CMO, Gap Brand
Deena Bahri
CMO, StockX
Chris Davis
SVP Merchandising & CMO, New Balance
Raissa Gerona
Chief Brand Officer, Revolve
Glossy’s Top Marketers of 2022
FULL STORY HERE
Mary Alderete
“Content has to evolve as you move through the funnel, which applies to everything all the way down to display retargeting.”
CMO, Gap Brand
Deena Bahri
CMO, StockX
"In marketing, it’s about balancing the things that are universal – like the imbalance of supply and demand – with the specific dynamics of each market."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Chris Davis
SVP Merchandising & CMO, New Balance
“[Our marketing formula is about connecting] the right story with the right cultural ambassador at the right moment in time. And if we're able to culturally connect with consumers during the right moments of time when they want to be spoken to, the engagement levels are off the charts.”
FULL STORY HERE
Glossy’s Top Marketers of 2022
Raissa Gerona
Chief Brand Officer, Revolve
"You can post 20 times on Instagram and Instagram Stories, but you can't send that many emails. [Effective marketing] is about moving quickly. More importantly, it’s about being in the palm of the consumers' hands."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Jasson Gilmore
SVP Global Consumer & Digital Marketing, Allergan
Natalie Guzman
Co-President & CMO, Savage x Fenty
Kristin Harrer
Global CMO, Vans
Shelley Haus
CMO, Ulta Beauty
Jasson Gilmore
SVP Global Consumer & Digital Marketing, Allergan
“What makes for a successful marketer these days is that they're technically proficient. It looks less like market research and fact-finding, and more like real-time data gathering."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Natalie Guzman
Co-President & CMO, Savage x Fenty
"CMOs need to be prepared to meet customers where they are today, and there are so many places to do that: You’ve got influencers, e-commerce, physical retail, social media… Right now, innovating in these spaces matters more than ever."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Kristin Harrer
Global CMO, Vans
"As a brand that wants to evolve alongside our fans in real-time, we embrace experimentation, test-and-learn and never-been-done-before pilots as a way to see what resonates quickly and double down when there’s a hit"
FULL STORY HERE
Glossy’s Top Marketers of 2022
Shelley Haus
CMO, Ulta Beauty
"The sole purpose or ‘why’ of marketing remains intact but the ‘how’ has vastly evolved. Today’s most dynamic marketer has a bigger toolkit than ever, which is equally exciting and daunting for leaders because it reflects how incredibly fluid the landscape has become."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Adam Kornblum
Head of Global Digital Marketing & VP, CeraVe
Dionne Lois Cullen
Chief Brand Officer, Deciem
Kory Marchisotto
CMO, e.l.f. Beauty & President, Keys Soulcare
Michelle Miller
SVP Global Marketing, K18
Adam Kornblum
Head of Global Digital Marketing & VP, CeraVe
"Marketers have access to the same data and the same information. But at the end of the day, it's really about how someone analyzes it, interprets it and then makes it actionable [that makes them different]"
FULL STORY HERE
Glossy’s Top Marketers of 2022
Dionne Lois Cullen
Chief Brand Officer, Deciem
“Marketing today requires more empathy than ever. Caring more about the consumer’s needs than if they purchase — that’s what builds conversation, trust, long-term relationships and customer advocacy.”
FULL STORY HERE
Glossy’s Top Marketers of 2022
Kory Marchisotto
CMO, e.l.f. Beauty & President, Keys Soulcare
"The most important message I would give to any marketer is you have to be community-first and you have to understand deeply: Who are these people? What do they want from you? What are their unique needs, wants and desires?"
FULL STORY HERE
Glossy’s Top Marketers of 2022
Michelle Miller
SVP Global Marketing, K18
"Make sure being inclusive is in the DNA of the brand, that there's a pulse on sustainability — all those things that give a brand humanity.”
FULL STORY HERE
Glossy’s Top Marketers of 2022
Aïda Moudachirou-Rébois
SVP, Global CMO
MAC Cosmetics
Alegra O’Hare
CMO, Tommy Hilfiger
Brieane Olson
President, Pacsun
Denée Pearson
SVP Global Marketing,
NYX Professional Makeup
Aïda Moudachirou-Rébois
SVP, Global CMO MAC Cosmetics
"The power has shifted completely [from the hands of marketers to social media creators]. They've unleashed what I call unlimited creativity, and for a marketer, that’s the most exciting thing happening right now."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Alegra O’Hare
CMO, Tommy Hilfiger
"It's always about the people. Having the right people with the right experience, the leadership, the qualities and the values that we look for as an organization is key to the success of anything.”
FULL STORY HERE
Glossy’s Top Marketers of 2022
Brieanne Olson
President, Pacsun
"The role of the marketer is to keep the consumer at the heart of all decision-making. Everything we do in the digital space needs to have purpose and authentically tie back to the brand"
FULL STORY HERE
Glossy’s Top Marketers of 2022
Denée Pearson
SVP Global Marketing, NYX Professional Makeup
"The younger generations are proudly diverse, outspoken and passionate about what they believe in. Understanding them first is the winning formula."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Jacee Scoular
Head of Global Brand Marketing Strategy, Hollister Co.
Katie Welch
CMO, Rare Beauty
Deborah Yeh
CMO, Sephora Americas
Vanessa Masliah
VP of Marketing & Branding, Vestiaire Collective
Jacee Scoular
Head of Global Brand Marketing Strategy, Hollister Co.
“I love brave marketing and brave concepts. Everything we do centers around how we can connect with [our customer] in meaningful ways."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Katie Welch
CMO, Rare Beauty
"Marketing can't be so reliant on one platform — it's truly like an orchestra. The platform isn’t as important as the story."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Deborah Yeh
CMO, Sephora Americas
“It’s hard to be a successful retailer in America without spending a lot of time with consumers and making sure the brand finds inspiration in meeting their needs."
FULL STORY HERE
Glossy’s Top Marketers of 2022
Vanessa Masliah
VP of Marketing & Branding, Vestiaire Collective
"A successful marketer should be able to put themselves in consumers’ shoes and know what’s missing and what’s needed".
FULL STORY HERE
Glossy’s Top Marketers of 2022
PROFILES
Mary Alderete
CMO, Gap
“Content has to evolve as you move through the funnel, which applies to everything all the way down to display retargeting.”
FULL STORY HERE
Glossy’s Top Marketers of 2022
While marketing has always leaned heavily on creative direction, there are more tools for attribution and metrics than ever before, establishing the speciality as equal parts art and science. Moreover, today’s marketers need to foster communities and craft a brand’s purpose. It is with this in mind that Glossy set out to showcase the people who are at the helm of this transformational change.
Click around the profiles to explore this year’s picks, including executives from legacy brands like Gap to disruptors like Deciem.
