Carly Gomez

In my role as CMO, I oversee the full brand marketing organization, our Ecommerce business, and our growing Scrubs business, driving holistic brand and business growth across channels. I’m focused on building long-term consumer love and short-term performance through insight-led strategy, high-performing creative, and best-in-class storytelling. From celebrity partnerships to product launches, I’m committed to making the brand feel current and connected, while unlocking new opportunities through member insights, digital innovation, and bold campaigns that break through.

As SVP of Marketing, I lead the Brand Marketing team, where we focus on strategy and creative that elevates Fabletics and deepens our connection with consumers. I drive loyalty with our members while attracting new audiences through high-impact campaigns, celebrity partnerships, and a brand voice that feels authentic and relevant. I work cross-functionally to ensure our marketing efforts deliver both brand heat and business results, with a constant push to innovate and stay ahead of the curve.

In this role, I developed and implemented marketing initiatives and yearly/seasonal brand strategies that balanced global consistency with local relevance. I managed and mentored a data-informed team leveraging consumer behavior, market trends, and competitive analysis to drive effective brand recognition and gain market share. I also analyzed and reported on campaign performance, and leveraged marketing analytics to assess ROI, identify areas for improvement, and ensure a cohesive and impactful global presence. Key Achievements • Appointed as Interim Chief Marketing Officer (CMO) from May - July 2022, orchestrated strategic marketing overhaul, and implementing innovative campaigns and initiatives that elevated brand visibility, market positioning, and consumer engagement during pivotal period at Vans. • Revitalized Vans' Global and Americas brand identity, successfully resetting Brand Foundation & Brand ID for enhanced market resonance and sustained revenue growth. • Established and led first Global DTC team and developed global DTC playbook, focusing on enhancing brand loyalty, increasing DTC revenue, and ensuring high consumer satisfaction.

For the Americas, I served as a key leader in shaping and executing marketing strategy for the iconic brand. I drove awareness, engagement, and revenue growth through brand positioning and messaging, and enhanced the brand image by strengthening brand loyalty and affinity among diverse consumer segments. I also provided mentorship and professional development opportunities for a large team of high-performing marketing professionals. Key Achievements: • Led transformative global Go-To-Market changes and managed implementation of new brand marketing framework, shaping brand concepts, leading creation of new brand stories, and ensuring seamless cascading of narratives across all regions during key go-to-market milestones. • Built and led dynamic team of over 80 professionals across diverse functions, including Brand Management, Channel Marketing (Ecom, DTC, Wholesale), Membership, Media, Creative, Social Impact, and Events, revamping team structure to promote an agile, collaborative, and performance-oriented culture. • Utilized Customer Insights (CI), Customer Lifetime Management (CLM), and Marketing analytics (MMM/MROI) to inform data-driven marketing strategies and optimize campaign effectiveness, ensuring holistic approach to campaign planning and execution.

As Senior Director, I oversaw the creation and execution of compelling DTC marketing campaigns across multiple channels, including digital, social media, and traditional platforms. I collaborated closely with internal stakeholders, including product teams, retail, and e-commerce, to align marketing efforts with product launches and promotions. Additionally, I identified and mitigated potential risks related to marketing campaigns and initiatives. Key Achievements • Implemented rigorous financial controls and strategic budget management for annual operating costs over $20M, effectively allocating resources to maximize return on investment and optimizing market performance. • Executed visionary marketing strategy, achieving industry-leading traffic results for remarkable double-digit year-over-year growth in the direct-to-consumer (DTC) segment. • Led initiatives to seamlessly integrate DTC marketing efforts across various channels, achieving greater synergy between online, wholesale, and retail channels, resulting in enhanced customer engagement. • Instituted data-driven approach to marketing decisions, leveraging analytics and consumer insights to refine strategies and improve marketing ROI.

I created visually compelling retail environments across diverse locations to elevate the brand's in-store experience, with a focus on creativity, the consumer experience, brand consistency, and maximizing sales impact. I optimized store layouts to provide for seamless and visually appealing flow, enhance customer navigation, and encourage product discovery. Also, I maintained brand consistency across all locations, and implemented visual merchandising standards that reflected a unique and regionally specific Vans identity. Key Achievements • Introduced and executed captivating seasonal themes and displays, enhancing product storytelling and garnering positive customer feedback to ultimately boost sales during key periods. • Implemented cross-merchandising strategies that strategically paired products, leading to increase in average transaction value and overall sales growth. • Developed and implemented comprehensive visual merchandising training programs for store staff, improving execution of merchandising standards and elevating in-store aesthetics. • Utilized data analytics to assess performance of visual merchandising strategies, making informed adjustments that positively impacted customer behavior and contributed to increased sales.