Industry Insights
The CIIC PR team is excited to introduce our “Industry Insights'' blog series. In this series, we will have the opportunity to interview someone we admire in the Public Relations, Marketing, or Travel industry. Our first featured industry leader is Senior Marketing Coordinator at Calvin Klein, Cathleen Stanley. Cathleen has been working at Calvin for almost three years. CIIC had the pleasure of discussing her take on the marketing industry, her role within the company, and personal victories as well as any challenges faced when continuing her growth in the corporate world.
Q: What experience led you to your current position?
CS: I had only worked internship-level positions prior to starting my career at Calvin Klein. All of my internships were fashion-based so while I was in the industry, the direction varied from sales to e-commerce to merchandising.
Q: What have been some of the biggest challenges you faced within your career?
CS: Of course, the biggest challenge I've faced within my career was learning how to navigate marketing during the Covid-19 pandemic. My team typically functioned with 10-15 members and dropped to a skeleton system in March 2020 with only about 5 members remaining. While we had to continue working under unprecedented pressure, we also had to pick up parts of the business we were not familiar with before. Though it was challenging, I believe it helped our team become more well-rounded.
Q: How do you measure success?
CS In the workplace, I measure success by meeting the goals that were set by my manager and leadership. When working on big, seasonal campaigns our team always sits down to discuss our goals for the end outcome. The goals can range from sales, ROI, reach, and even how we work together as a team.
Q: What has the brand done during the pandemic to adapt to the “new normal”?
CS: Pivoting towards a heavy e-commerce strategy was definitely a big change due to the pandemic. Though we still have a presence in-store, navigating and perfecting the online business was top of mind.
Q: What’s the best advice you can give those just starting out in PR/Marketing?
CS: Say yes to everything! Networking and working cross-functionally are a huge part of succeeding in this industry. Make strong connections and be someone that is known to be reliable.
Q: What is the most gratifying part of your position?
CS: The most gratifying part of my position is presenting the final campaign results at the end of a big season. I love watching the evolution from the creative concept to solid data results. While some campaigns are more successful than others, it is always an amazing feeling seeing how your team brought a mere idea to life in a global lense.
Q: What trades/outlets do you read to stay informed within the industry?
CS: Business of Fashion, New York Times, Vogue, The Cut
To learn more about our newly introduced “Industry Insights” series, we encourage you to follow CIIC PR on all social media platforms.