Kristin Patrick, EVP & Chief Marketing Officer at Claire’s, on navigating the art of brand evolution

With an incredible 60-year history, Claire’s is one of the most well-known and much-loved accessory brands. Now, the brand is turning the microphone to its consumer base to empower and enhance the customer experience.

Kristin Patrick, EVP and CMO at Claire’s, joins Suzy Founder and CEO Matt Britton on the latest episode of The Speed of Culture podcast for an insightful discussion about the brand’s 16 million-member-strong loyalty program, its keen focus on empowering Gen Zalpha, and merging the physical and digital strategies to create a unique, one-of-a-kind brand experience. They dive into Claire’s initiatives to meet evolving consumer needs, the brand’s 16 million member loyalty program, the empowerment of Gen Zalpha, and the importance of merging physical and digital to create a unique brand experience.

Patrick is an exceptional executive and esteemed Super League Gaming and ChromaDex Board Member, highly recognized for her expertise in digital transformation. With a profound understanding of leading people, optimizing processes, and leveraging advanced systems, she has consistently driven remarkable results in both top and bottom-line performance across a wide range of organizations. Her leadership prowess extends across diverse industries, including omnichannel retail, fashion, entertainment, beauty and consumer packaged goods.

In recognition of her remarkable contributions to brand marketing, she earned a well-deserved spot as one of Forbes’ 50 Most Entrepreneurial CMOs and as one of the “Top 50 Women in Brand Marketing,” as awarded by Brand Innovators. Before her role at Claire’s, Kristin showcased her marketing prowess at renowned brands such as PepsiCo, Playboy Enterprises, William Morris Endeavor, Liz Claiborne/Lucky Brand, Gap, NBC Universal, Revlon, Calvin Klein and Disney Consumer Products.

Key takeaways:

• 03:38 – 06:37 – Transforming Marketing in the Gaming Industry — During her 15-year tenure at Electronic Arts, Marineau led global advertising, design and creative efforts for popular video game brands including FIFA, Madden NFL, Need for Speed and Battlefield. She highlights the dynamic nature of the gaming industry, where each console cycle feels like you’re changing jobs, especially when EA transitioned to digital marketing during the emergence of the PlayStation 2 console.

• 06:38 – 08:17 – Brand Marketing vs. Performance Marketing — Marineau believes that managing and developing creative teams is unique to marketing, emphasizing the need for meaningful stories and measurable impact. Finding the right talent requires individuals who appreciate both the art and science of marketing, as well as storytellers who understand the importance of performance marketing.

• 12:00 – 16:39 – Redesigning the Rakuten Identity — In 2020, Marineau joined Rakuten, an online shopping destination with 3,500 retail partners including Nike, Old Navy and Neiman Marcus. Rakuten only had 8% awareness in the U.S., so Marineau took the job of building a new team, redesigning the brand’s identity and boosting brand recognition. The marketing team at Rakuten has implemented a full-funnel strategy that encompasses various platforms, which has led to significant growth.

• 16:39 – 23:00 – The Super Bowl Effect — To leverage marketing’s biggest stage, the Super Bowl, Rakuten tapped into 1990s pop culture by featuring Alicia Silverstone from the iconic film Clueless, appealing specifically to the millennial generation. The team prepared for two years, rebuilding its voice, design and brand identity. After analyzing metrics from their Super Bowl participation, Rakuten saw remarkable results: a 4.5-point increase in brand awareness, a 10% boost in buyers, and a 20% increase in reactivated buyers.

• 23:01 – 25:29 – Driving Business Metrics in the Digital World — Rakuten has a dedicated growth performance and analytics team in addition to its in-house team. Data plays a crucial role in the brand’s decision-making process, influencing media planning, investments, targeting capabilities and audience generation. The presence of an in-house team allows Rakuten to be highly agile and responsive. When it comes to AI, Rakuten’s approach is what Marineau calls “human-made and machine-delivered.” While they learn a lot from these innovative tools, they make a conscious effort to not let the machines do all the work.