Women in Retail Leadership Circle (WIRLC) recently released its 15th annual Top Women in Retail report. The valuable resource highlights female executives who impressed our Editorial team as well as colleagues from the industry. Vanessa Wallace, chief marketing officer at Savage X Fenty, is one such example. Here’s a sampling of Vanessa’s interview featured in the report.

Women in Retail Leadership Circle: How has your experience at Nike and Jordan Brand influenced your approach to marketing and brand storytelling at Savage X Fenty?
Vanessa Wallace: My time at Nike taught me the power of storytelling and creating emotional connections with consumers. I’ll never forget being a kid opening my first pair of Nikes, and feeling like I could run faster and jump higher. We weren’t just selling shoes; we were selling a dream — and that kind of emotional impact is what makes the brand so successful.

At Savage X Fenty, it’s all about making people feel confident, seen and celebrated. We’re on a journey with our customers, just like we’ve been with Rihanna, our founder and brand visionary officer, as she embraced motherhood. She inspired us to launch lines focused on maternity, motherhood and holidays, each designed to connect with people where they are in life and invite new customers into our world.

Storytelling is our superpower. It’s how we’re shaking up the industry and proving we’re more than just a lingerie brand — we’re a lifestyle apparel brand for everyone. Through bold marketing and inclusive designs, we’re creating cultural moments that celebrate real people of all backgrounds, body types, and genders who embody confidence and self-expression.

WIRLC: Your leadership in initiatives like the Jordan Brand Black Community Commitment highlights your dedication to social impact. How do you see brands using their influence to drive meaningful change, and what advice would you give to companies looking to integrate DEI authentically?
VW: Brands have real opportunity and responsibility to drive meaningful change, and it all starts with intentionality. You can’t just chase trends or create flashy moments hoping they’ll go viral. Everything should be rooted in your core values. For Savage X Fenty, that means celebrating inclusivity, diversity and confidence. Our campaigns reflect that vibrant energy and show real people of all body types, genders and backgrounds because representation matters.

I’ve always believed that leading the cultural conversation isn’t about following what’s in or what’s popular — it’s about creating something new and staying connected to what people truly care about. Whether it’s through the voices we amplify or the designs we create, it’s our mission to celebrate communities that have been overlooked or underserved, turning everyday moments into something iconic.

As a lingerie and lifestyle brand, Savage X Fenty has stayed true to Rihanna’s vision of bold inclusivity since day one. From disrupting the space to evolving with our audience, like creating Soft N’ Savage for moms seeking “sensual ease,” we’re about more than fashion — we’re about inspiring people to see themselves in a new way. My advice for other companies? Stay true to your mission, double-down on your values, and let authenticity guide everything you do.

WIRLC: What’s a lesson you learned that changed you as a leader?
VW: To always stay true to who you are and what your brand stands for. Don’t get caught up chasing numbers because you’ll lose the essence of what really matters: the people and stories behind the data. Consumers aren’t just statistics; they have faces, names, lives and stories. When you forget that, you lose connection and authenticity.

I’ve learned that you can’t cut corners regarding your brand’s authenticity. People will notice, call it out, and hold you accountable. I now approach leadership by staying grounded in the consumer experience and ensuring every decision is driven by the value we’re trying to deliver. At the end of the day, it’s about staying connected to your purpose and to the people you’re here to serve.

WIRLC: As a seasoned leader, what are your key principles for inspiring and mentoring high-performing teams?
VW: My approach to leadership centers around connection, empowerment and intentionality. I have a practice called “Head and Heart,” which is checking in with team members on both a personal and professional level to understand what’s happening in their lives. This practice helps set a barometer for our intentions for the day. It helps set a supportive tone and builds trust, which is essential for fostering a high-performing team and a culture of collaboration and inclusivity. Mentorship, to me, is about creating an environment where individuals feel empowered to grow, thrive and be their authentic selves.

WIRLC: Your career spans impressive achievements in both athletics and marketing. How have your experiences as a collegiate athlete shaped your leadership style, and how do you find a balance between a demanding career, personal passions, and time with family and friends?
VW: Playing basketball at the University of Texas taught me discipline, balance and leadership. UT has a long tradition of advocating for women’s basketball and women’s sports, which has shaped my passion for empowering women and driving inclusivity.

A well-known statistic says three out of four C-suite executives played competitive sports, and over half of women executives played collegiate sports. That’s not surprising to me because sports teach you how to juggle priorities — school, social life, and athletics — and how to lead and perform under pressure.

On the court, I learned how to think quickly, make tough decisions, and set my teammates up for success, which I carry into how I lead my team now. I often describe myself as a “player-coach.” I set the vision, but I’m also deeply involved in helping my team grow, sometimes through tough conversations and sometimes through a pat on the back — just like a coach would. I’ve even used sports analogies with my team to explain our strategy, comparing it to a game plan where every person’s role matters.

When it comes to balance, I think of life in seasons. Some seasons call for more focus on work, while others demand attention to family or personal passions — and that’s perfectly OK. I allow myself the grace to prioritize what matters most in the moment, understanding that balance isn’t always about perfect equality. It’s about being intentional, whether leading my team, spending time with loved ones, or just taking a moment for myself.

Read more interviews from our 2025 Top Women in Retail report by downloading it here. Want to connect with women leaders like Vanessa Wallace? Apply to become a Women in Retail Leadership Circle member today!