J.Crew Group has appointed Julia Collier as CMO of its J. Crew brand, effective Jan. 6, according to a press release. Collier joins the retailer from Skims, the shapewear and apparel company co-founded by Kim Kardashian, Emma Grede and Jens Grede in 2019. She will oversee J. Crew’s brand marketing and creative strategy, reporting directly to J. Crew Group CEO Libby Wadle and working out of New York. Collier replaces Derek Yarbrough, who acted as marketing chief of the J. Crew and Madewell brands until his departure from the business in January.
“In Julia, we have found a distinguished marketing leader who brings an ideal combination of brand building expertise, fashion industry knowledge, and passion for culturally-relevant marketing strategies that will drive even greater engagement,” Wadle said in a press statement. “Her versatile background, proven leadership capabilities, and forward-thinking approach will be a valuable addition to our team as we continue to build on our momentum.”
The hire indicates J. Crew is seeking a marketing leader with experience on the disruptor side of the business. The executive joined Skims prior to its launch and built out a marketing organization of 40 employees over the last five years, along with spearheading key initiatives that have turned Skims into a trendy name.
Collier last year helped ink a multiyear sponsorship deal to make Skims the official underwear partner of the NBA, WNBA and USA Basketball, a move that followed the debut of the company’s first line of men’s clothing. She also oversaw Skims’ social media and influencer marketing functions and coordinated deals with celebrity ambassadors. Other Skims partnerships struck during Collier’s tenure include collaborations with Fendi, Swarovski and Dolce & Gabbana.
“She brings an extensive network of relationships and a relentless approach that complements the world-class teams we have built at J.Crew,” said Kevin Ulrich, chairman of J.Crew Group’s board of directors, in a press statement. “As the J.Crew brand enters its next chapter, Julia’s sense for what is both current and authentic will accelerate the growth and relevance of the brand.”
Privately held J. Crew has made other adjustments to its marketing strategy this year. In February, it appointed PMG as its media agency of record, seeking to leverage the Texas-based shop’s data-driven platform, Alli.
