Erin Riley

Transforming the lumbering brand from dated to aspirational by repositioning the brand and dimensionalizing the marketing mix with branded content, cross platform digital storytelling, experiential, and a redesigned e-commerce and retail experience. Driving emotionally resonant integrated campaigns and optimizing direct response ROI. Ensuring consumer insight and creative excellence prevails across all touch points. Responsible for overseeing full spectrum of marketing efforts: brand strategy, creative development, media and content strategy, agency management, retail/wholesale marketing, social, PR, and direct response.

Hightlights:
Architected Fall 2012 #dontgohome campaign designed to force re-appraisal. Social by design it garnered 44 million social impressions and increased store traffic by 30%. Campaign won 2013 Jay Chiat Gold for Strategic Excellence and 2013 IAB MIXX Social Marketing Gold.

Partnered with e-commerce team to transform the site experience for enhanced storytelling and selling improving all KPI's including conversion +92% Y/Y. Jointly partnered with embedded digital marketing consultants to overhaul direct response marketing improving all KPI's and yielding an ROI improvement of 79% while increasing revenue.

Drove branded content partnership with The New York Times leveraging Cole Haan's relationship with three NYC Ballet dancers. It marked the first paid post by a fashion brand and the first to feature full bleed imagery. It has been heralded as native advertising at its best: a captivating story, original content, interactivity, multimedia - delivered with narrative authenticity and relevant brand integration.

Architected Summer 2014 integrated campaign to launch ZeroGrand, now Cole Haan's most successful footwear franchise. Evocative imagery combined with deep feature education nailed the elegant innovation proposition. Branded content with Wired, Hypebeast, and Complex lent credibility.

To put it simply, Erin believes in purposeful strategy and bold creativity. From the beginning, cutting her teeth at BBH New York with brands like Johnnie Walker, Axe and Ally Bank, she’s spent a career dedicated to innovative, results-driven work.
She’s banked invaluable time in both agency and start-up cultures, most recently working on the client side at San Francisco–based retailer Old Navy as VP of Marketing and Brand Engagement. Prior to that, she led global marketing for Cole Haan, where she’s credited with developing brand-defining, cross-platform work. And as Brand and Communications Director for BBH’s ZAG, she fostered brand invention and consulting ventures, specializing in inventing and launching brands for equity.
Erin is truly a multifaceted marketer with the talent to build salient, enduring brands. And now, with 15 years in the game, she’s found her home at TBWA\Chiat\Day.