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