In this episode, we sit down with Brieane (Brie) Olson, CEO of PacSun, for a conversation that is equal parts brand strategy masterclass and career inspiration. Brie has spent nearly two decades at PacSun — moving from design and product to marketing and digital before stepping into the CEO role three years ago — and has led one of retail's most remarkable transformation stories, taking the brand from bankruptcy to a Harvard Business School case study and a cult following with Gen Z. She opens up about the viral TikTok moment that shaped PacSun's entire philosophy around co-creation, why most brands are fundamentally misunderstanding Gen Z and Gen Alpha, and what it actually looks like to give your customers a real seat at the table — not just a focus group. She also digs into her own leadership journey, why she went back to school at 40, and what she'd tell anyone trying to build something meaningful from wherever they're starting. Her new book, Co-Created, is out now. Key Takeaways: // Treat your customers as co-creators, not an audience. The turning point in PacSun's story came when an everyday consumer — not a contracted influencer — filmed a TikTok in her bedroom that sold 11,000 pairs of jeans in under 48 hours. The lesson Brie took from it: when you truly empower customers to love and represent your brand, the results can far outpace anything a paid campaign produces. // Give Gen Z an actual seat at the table — not just a survey. PacSun's Youth Advisory Council brings together 14 young people aged 12 to 26 who function like a board of directors — weighing in on tech initiatives, marketing campaigns, and strategy. Social listening is a starting point, but the brands that win are the ones creating formal structures to involve their community in real decisions. // Experiential retail isn't complicated: the mall is back, and unexpected pop-ups are winning. Gen Z and Gen Alpha want to touch product, hang out with friends, and be surprised. PacSun has seen major success showing up trackside at Formula One in Austin, at Goofball, and in other culturally-relevant spaces. Meeting the customer in moments that matter to them — not just in places convenient to the brand — is the new retail playbook. // You don't need a title to start leading. Brie's advice for early-career listeners: stay deeply curious, build relationships relentlessly, never stay too rigidly in your lane, and do more than what's expected of you. She also makes the point that identifying what's blocking your growth — and taking action on it — matters more than waiting for the right opportunity. She went back to school at 40. It's never too late to fill the gap. Connect with Brie: LinkedIn Get a Copy of the Book: Amazon ____ Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. Join the MHH Collective: Join now Get the latest marketing trends, open jobs and MHH updates, straight to your inbox: Join our email list! Follow MHH on Social: Instagram | LinkedIn | TikTok | Facebook
