40. [Shoptalk Fall] True Religion's CMO, Kristen D'Arcy: "We could become a billion-dollar brand"

In this episode of OFFBounds, Paula Macaggi chats with Kristen D’Arcy, the first-ever CMO of True Religion, about the brand's remarkable turnaround. After two bankruptcies, True Religion is making a big comeback, and Kristen shares how she’s helping lead the charge. From tapping into the brand's rich history in music and culture to launching the Team True influencer program, Kristen talks about what it takes to stay relevant in today’s market. She also gives us a sneak peek into how athletes, rappers like Drake, and even influencers like Ice Spice are organically embracing the brand. Kristen’s got big plans, and her vision is all about balancing tradition with modern marketing to help True Religion hit that billion-dollar goal.

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00:00 Reviving True Religion: A Brand's Comeback Story

03:02 Understanding the Consumer: Insights and Strategies

05:47 Influencer Marketing: Building a Team True Religion

08:53 Digital-First Approach: E-commerce and Social Commerce

12:06 Loyalty Programs: Engaging Customers Beyond Transactions

14:50 Leadership and Team Building: The Role of a CMO

18:04 Women in Leadership: The Importance of Support

20:58 Advice for Aspiring CMOs: Building a Career Path

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Studio: Operation Podcast Studio
Production: Paula Macaggi
Edition: Bicho de Goiaba
Research: Lia Cabrini
Design: Gabriel Fischer
Partnership: Shoptalk Fall