Shapermint Exec on the Search for its First-Ever 'Chief Mom Officer'
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Digital Content Director Kristina Stidham interviews Siobhán Lonergan, chief brand officer at Shapermint, an online marketplace that sells shapewear and everyday essentials supporting all body types, shapes and sizes and embraces body positivity. Lonergan discusses Shapermint’s Mother’s Day campaign to hire its first-ever “Chief Mom Officer” (0:57), why Shapermint is launching the campaign now, and how the chief mom role will influence the company while championing body positivity and motherhood (1:44). She shares the brand’s marketing strategy around this campaign (3:55), and how Shapermint hopes the position raises support and awareness for the challenges disproportionately affecting working moms, which have been exacerbated by the COVID-19 pandemic (4:26).
Lonergan shares why it’s important to prioritize the human side of work to build lasting digital relationships with team members (7:40), her tips for managing remote teams, and her career experience in brand building (11:38). Lastly, she discusses Shapermint’s diversity and inclusion journey (14:50), how she’s continuing to push for women’s empowerment and education (17:06), and what’s next for her personally this year (17:42).
Siobhán Lonergan is chief brand officer for Shapermint, where she drives strategic brand thinking across all consumer touchpoints. Siobhán has over 20 years experience in brand strategy, design, innovation and visual communications in the U.S. and Europe. Prior to Shapermint, Siobhán held the same role at the revolutionary period-proof underwear company Thinx. Prior to Thinx, Siobhán was executive vice president of design intelligence at Sterling Brands New York, where she led global rebrands for Kleenex, Huggies, Aspirin, and Aleve. She also pioneered and developed internal design processes for Kimberly-Clark to elevate the importance of design within its baby and personal care divisions.
In addition to her brand-building experience, Siobhán has led innovation initiatives for Pepsi, Mars, Kellogg’s, and Mitsubishi, which gives her a holistic perspective on the industry. She’s also a student mentor for the Masters in Branding Program at the School of Visual Arts in New York City. Siobhán was named AdAge “Woman to Watch” in the U.S. in 2020.
Date: May 11, 2021
Credits: Siobhán Lonergan
Duration: 19:16
More Episodes
CAMP CEO and President Jenica Myszkowski on Scaling Immersive Retail Experiences
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Jenica Myszkowski, CEO and president of CAMP, an experience company that brings families together through immersive adventures that inspire play. This discussion was recorded at Shoptalk in Las Vegas last week. Myszkowski discusses how previous roles shaped her as a leader; overcoming challenges as CAMP scales and opens new stores; how she stays inspired and creative; and more.
11:27 Motivating Teams Through Radical Transparency: Insights From Lulus' CEO Crystal Landsem
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Crystal Landsem, CEO of Lulus, the attainable luxury women's fashion brand known for trendy, stylish and feminine apparel, footwear and accessories. Landsem discusses the challenges and experiences that have informed her leadership style; her career journey from finance to fashion retail; motivating teams through radical transparency and servant leadership; her advice for young women leaders; and more.
20:54 RERUN: How BARK CXO Meghan Knoll Brings Storytelling to Dog Toy Design
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Meghan Knoll, chief experience officer (CXO) at BARK, the leading global omnichannel dog brand known for its monthly subscription, BarkBox. Knoll provides an overview of her primary responsibilities as CXO, a few learnings from building the BARK business to where it is today, how she empowers her team to be innovative, her push-pull approach to work-life imbalance, and more.
40:09 Inside TOMS’ Turnaround: CCO Katie Wagner on Wholesale Growth and Brand Reinvention
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Katie Wagner, chief commercial officer at TOMS, a Certified B Corporation global lifestyle brand known for its iconic shoes and giving model. Listen in as Wagner reflects on the first 20 years of the TOMS brand; balancing its iconic heritage with a brand refresh; lessons learned from her time at Crocs; creating a culture of curiosity; and more.
36:46 ButcherBox Commercial Chief Reba Hatcher on 'Mastering the Spin' in Career Transitions
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Reba Hatcher, chief commercial officer at ButcherBox, a delivery subscription service that offers high-quality, humanely raised meat and seafood. Hatcher shares insights about ButcherBox’s evolution over 10 years; using data to achieve growth while staying connected to customers; her varied, nonlinear career trajectory; advice on navigating cross-industry career changes; and more.
32:41 Rothy's CEO Dayna Quanbeck on Growth and Credibility Rooted in Sustainability
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Dayna Quanbeck, CEO and president of Rothy's, a direct-to-consumer company which takes a whole-brand approach to sustainability in manufacturing, transforming recycled materials into shoes, handbags and accessories. This episode was recorded at the National Retail Federation Big Show in New York City last week. Listen in as Quanbeck shares how Rothy's evolves while maintaining core values; what strong executive credibility looks like; lessons from her mentor, friend and former Rothy's CEO Jenny Ming; and more.
21:29 Boden Commercial Chief Katherine Danneberg Taps Into Her Leadership Purpose as an Enabler of Creativity
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Katherine Danneberg, chief commercial officer at Boden, the quintessentially British clothing brand for women and children. Listen in as Danneberg explains the evolution of her leadership style, her leadership purpose, hiring the right team members to fit Boden's brand values, strategies for developing future leaders, and more.
25:51 How Walmart EVP Andrea Albright Creates Psychological Safety
This special episode of Women in Retail Talks features a rerun of a previously published interview with Andrea Albright, executive vice president and chief growth officer, International, Walmart and operating partner, Massmart. This episode was originally published on March 18. Albright discusses how operational efficiency across Walmart's global network is led by the values of trust, value and resiliency; her usage of the Radical Candor leadership technique; how she's created an open and coachable environment for mentorship; and more.
21:22 How REI President and CEO Mary Beth Laughton Leads With Purpose
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Mary Beth Laughton, president and CEO of REI Co-op, a specialty outdoor retailer and the nation’s largest consumer co-op. This interview was recorded at the Women in Retail Leadership Circle On the Road: Seattle event, held on Nov. 6. Mary Beth details her career journey, lessons she's learned from leading purpose-driven brands, her approach to mentorship, and more.
26:37 How PopSockets CEO Jiayu Lin Taps Into Cultural Relevance With Global Reach
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Jiayu Lin, CEO of PopSockets, a global digital lifestyle company that sells empowering, fun and expressive products for mobile phones. Lin describes the business' 10 years of growth since inventing the original phone grip, how PopSockets taps into culturally relevant microtrends across more than 30 countries, protecting her and her team members' personal time, and more.
30:27 
Apple Podcasts
Spotify
YouTube Music
Amazon Music
Pandora