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
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews DeeDee Shaw, founder of Monkee's, a high-end luxury lifestyle boutique that offers the ultimate selection of quality shoes, clothing and accessory products. Shaw discusses the genesis of the brand, how her partnership and friendship with Monkee's co-owner came to be, and why she believes the business experienced growth during the COVID-19 pandemic.15:08
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Salena Knight, retail strategist and founder of consulting and training business The Retail Academy. Knight discusses her indirect career journey to retail consultant, how retailers can figure out what's holding them back, and why businesses will experience exponential growth if leaders focus on fixing the biggest challenges that are often pushed to the sidelines.24:52
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Angie Tebbe, co-founder and CEO of Rae Wellness, a women's wellness company supporting calm, sleep, energy and more through pure and powerful supplements. Tebbe discusses her professional background, how she overcame the many challenges she faced while launching Rae Wellness, and why entrepreneurs need to be anchored in the "why" of their business to succeed.
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Deb Waterman Johns, chief creative officer and co-founder of SCOUT, a family-owned brand known for stylish, functional and affordable bags. Listen in as Waterman Johns discusses what makes SCOUT products unique, the genesis of the company, and the moments of risk and resiliency she's experienced in her career.22:42
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Kristina Rogers, global consumer leader at EY. Rogers discusses her career trajectory and role at EY, the genesis of the EY Future Consumer Index, and how the index helps retailers understand how consumers around the globe have been experiencing the COVID-19 pandemic.26:14
In this episode of Women in Retail Talks, Women in Retail Leadership Circle President and Co-Founder Jennifer DiPasquale interviews Jennifer Cervantes, founder and CEO of Tough as a Mother Tribe, a jewelry brand empowering women in their motherhood journey by honoring the raw, real and joyous moments. Listen in as Cervantes discusses her career background, how a difficult period in her motherhood journey inspired her to launch Tough as a Mother Tribe, and her mission to make mothers feel seen and loved through her pieces.24:18
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Sara Spivey, chief marketing officer at Braze, a leading global customer engagement platform. Listen in as Spivey discusses her career background in retail technology, how she overcame obstacles while rising into leadership as a woman in technology, and why she's passionate about increasing girls' engagement in STEM.18:39
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Petty Rader, chief growth officer, chief legal officer, and women's group lead at Ergo Baby, a leading ergonomic baby carrier and accessories retailer. Listen in as Rader discusses the company's history, her role at the retailer, and why she started an employee-led Women's Leadership group at Ergo Baby.19:16
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Jennifer DiPasquale interviews Rina Hurst, chief business officer at Shipt, the same-day delivery service across retail for the U.S. Listen in as Hurst discusses how her team managed rapid growth at Shipt in the past year, the impact of Shipt's heavily female and diverse leadership team, and why diversity and inclusion efforts are essential to build and improve its business.25:28
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Lisa Erickson, senior director of customer relationship management and loyalty at Sleep Number, the mattress company that's been transforming the sleep industry since 1987. Listen in as Erickson discusses how the company's loyalty program drives its repeat and referral business, why exclusive health content drove the loyalty program during the COVID-19 pandemic, and what the sleep brand has planned for 2021 around health and wellness.13:41