Good American has tapped Jamaal Layne as chief advertising and marketing officer.
The title is a brand new function for the model, launched in Los Angeles in 2016 by Emma Grede and Khloé Kardashian.
“I’m the primary one within the seat,” mentioned Layne, who exited Calvin Klein in October of final 12 months after about 10 months as government vp, world model and North America advertising and marketing, as reported by WWD.
“Truthfully, what drew me in was chatting with Emma, chatting with the staff,” he went on. “She’s so passionate.”
Earlier than becoming a member of Calvin Klein, Layne was head of leisure advertising and marketing at Sonos Inc., the house audio firm. He’s additionally held positions at Nike, Microsoft, Converse and Adidas. However his profession started in publishing, working in advertising and marketing for magazines like Fader and Urb.
“Earlier than way of life advertising and marketing was generally known as way of life advertising and marketing,” the chief mentioned. “That’s the place I discovered find out how to join manufacturers to tradition.”
Working at Calvin Klein, much like his expertise at Microsoft, gave him “the grounding of find out how to navigate a matrix, advanced matrix, a extremely massive group,” he continued. “It’s cool to be in actually massive organizations, however as I see advertising and marketing and the way it’s altering, you’ve got to be nimble and be capable of transfer and pivot if one thing’s not working. And it’s simply actually arduous to try this with a giant company. It’s simply actually arduous. It’s simply lots of people, and there’s nothing you are able to do about it. It’s simply numerous cooks within the kitchen, and also you’re all attempting to make choices, which is totally superb, however I knew from my coronary heart that I wanted to be in a smaller place the place I might simply be, like, ‘Is that this working? If it’s not, then let’s pivot.’”
At Good American, he goals to attach with the youthful shopper by “organically leaning into tradition” and showcasing what it means to be an inclusive model at the moment, past that includes plus-size fashions.
“The groundwork has been laid, so what I wish to do is proceed to inform the tales that Good American has been telling their viewers, however I additionally wish to develop that viewers,” Layne mentioned.
“Why can’t we present up at Coachella in a cool manner…or awards reveals?” he added. “There’s simply actually attention-grabbing issues that we are able to do.…Customers prefer to establish with manufacturers that truly establish with them and their ethos….That’s what I’m going to push us to do. Our ethos must align with our shopper. And I really feel like we are able to try this, as a result of our product does, proper? We’re considered one of few manufacturers that may go from double zero to 32 plus. That’s unimaginable.”