Claire's appoints Kristin Patrick as new CMO

By

Robin Driver

Published
Dec 16, 2021

Youth-focused accessories retailer Claire’s Stores, Inc. has announced the appointment of PespsiCo alum Kristin Patrick as its new chief marketing officer.
 

In her new role at Claire’s, Patrick will be responsible for overseeing all aspects of the company’s marketing, including consumer insights analytics, brand and business strategy, creative vision and omnichannel media. She will report directly to Claire’s CEO Ryan Vero.  
 
In particular, she will be tasked with deepening customers’ relationship with the company as it pursues its omnichannel development and seeks to create a seamlessly integrated digital experience for consumers.

Patrick has extensive experience in developing engaging omnichannel retail experiences and repositioning brands operating in industries including beauty, fashion and consumer goods. She joins Claire’s from PepsiCo, where she served as global CMO, a role in which she led marketing efforts for the company’s billion-dollar brand portfolio.
 
Prior to PepsiCo, the executive worked as chief marketing officer at Playboy Enterprises and as EVP of brand strategy at William Morris Endeavor, where she relaunched the Polaroid brand, appointing Lady Gaga as its creative director.
 
Her previous experience also includes leadership roles at NBC Universal, The Walt Disney Company, Revlon, Gap Inc., Liz Claiborne and Calvin Klein. At Gap, where she served as VP for strategy and innovation, she kicked off the company’s (RED) campaign.
 
“We are thrilled to welcome Kristin to our visionary management team, bringing her boundary-breaking marketing expertise to Claire's to inspire customers to experiment with self-expression,” said Vero in a release.
 
“Kristin's depth of analytic and insight-driven marketing, content innovation and digital prowess align perfectly with the strategic priorities of strengthening the connective power and reach of our brands,” he added.
 
Patrick’s work for Claire’s can already by seen in the retailer’s holiday campaign for this year, “Be the Most Festive.” Part of the brand’s wider “Be the Most” brand platform, the campaign is supported by a full-funnel marketing strategy, which includes out-of-home in New York and Chicago, and extensions across stores, social media, influencers and brand activations.
 
Headquartered in Hoffman Estates, Illinois, Claire’s currently operates 2,300 stores in 17 countries across North America and Europe, as well as 190 ICING stores in North America.