Emily Culp

CMO
Keds

Emily joined the Keds team in 2015 as chief marketing officer of the iconic footwear brand. She is responsible for driving the strategic development and execution of Keds’ global marketing initiatives including retail development, omni-channel marketing, digital, PR and content. Emily was recently recognized on The Adweek 50 list and as a “CMO Rising Star” at the 2015 CMO Awards for her marketing leadership.

Prior to joining Keds, Emily led the e-commerce and omni-channel marketing teams at Rebecca Minkoff, with a focus on consumer marketing. She was a leader in the creation of the brand’s innovative NYC flagship “store of the future” and architect of the company’s digital strategies and new online experience. Additionally, Emily’s career history includes over ten years of experience leading global brand teams at worldwide agencies (Ogilvy, Digitas and Arnold) as well as marketing leadership roles with the Estee Lauder Co. and Unilever.

@EmilyCulp

Check out the incredible speaker line-up to see who will be joining Emily.

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Main Conference Day Two: Online And Multi-Channel Growth Fundamentals

Tuesday, November 8th, 2016

14:05 Crafting a Product Marketing Initiative To Drive Brand Affinity Through Storytelling

Learn how a 100 year old brand brought manufacturing back to the U.S. to celebrate its centennial year and tell an authentic product story to captivate consumers. The Made in the U.S.A. Collection was authentic to the brand because it demonstrated how committed Keds is to female empowerment in that women are hand finishing each shoe. It’s empowering being an earner for your family and a role model for your daughter, etc. By attending this session, you will learn how the brand used its rich heritage to both celebrate the past but propel the brand forward.

• Consumers expect authenticity from brands. The story behind the program weighed heavily on developing a collection 100% made in America
• Marketing programs can open up the doors to new distribution opportunities – in this case, Barneys
• Brands can use their storytelling to open up the doors for growth, as long as the stories are authentic to the brands