Interview with 2014 CMO Award Winner Shannon Smith of J. Crew

December 01, 2014


“No one said being a CMO is easy. In Jeff Goodby’s recent post on he encourages CMOs to be bold and move fast given a likely tenure of 45 months describing their position as follows:

You’ve got some big fish to fry. The CMO’s job responsibilities have expanded like a dumped-out bowl of TUMS. You are now responsible not just for advertising and research but also for all internal and external corporate communications, all social media, all PR, the company’s Internet presence, countering snipey comments about the company’s Internet presence, any and all stupid photos that go public, leaked documents and ill-advised blog posts by employees. You are doing more than anyone in the company, actually.

It is with all these responsibilities in mind that I reached out to Shannon Smith, former SVP and Global CMO at JCrew, and as you will see, we covered a lot of ground from repositioning to customer experience, email systems to customer loyalty programs. Shannon’s hand in the suc- cess of JCrew’s repositioning probably would have been enough for her to win a Rising Star award at this year’s CMO Awards but it’s only the tip of the iceberg as you will see soon enough.” Drew Neisser – Originally appeared on

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