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CMO of the Week: Shannon Smith, Former VP of Loyalty and Retention Marketing at J. Crew

CMO of the Week: Shannon Smith, Former VP of Loyalty and Retention Marketing at J. Crew

When it comes to effective communications, Smith says, her initial perspective on the role of the marketing team was crucial. Smith saw her job as not merely a messenger of J. Crew, but as matchmaker between the company’s new offerings and the customer. A digital tailor, we’ll call her, in keeping with the theme of this article. “My role in this endeavor was constantly striving to deliver more relevant, personalized marketing communications to our customers,” Smith says.

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