In episode 442 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Elizabeth Preis, global chief marketing officer at Anthropologie, a unique, full-style lifestyle brand in the URBN brands portfolio. Listen in as Preis discusses the evolution of Anthropologie's marketing approach over the past few years (0:55), customer overlap between the brand's physical and digital channels (2:30), reaching a new generation of shoppers while staying loyal to current customers (3:55), and the marketing channels the brand utilizes to engage consumers (6:30).
In addition, Preis discuses Anthropologie's recent marketing campaigns "Falling for Anthro" (8:05) and "Making Merry" (10:40), why it's using ambassadors to tell the brand's story in the digital realm (12:50), and how the lifestyle brand is personalizing the customer experience while protecting customer data (14:40). Lastly, she touches on the consumer trends the brand is focused on in 2024 (17:05) as well as Anthropologie's employees' commitment to driving growth (18:45).
For the last 25 years of her career, Elizabeth Preis has developed and established her marketing expertise at the uppermost echelons of the beauty and fashion industries. Currently, Preis is the global chief marketing officer at Anthropologie Group, a global, full-life’style’ brand that ranges from apparel to home décor, from wellness to bridal, from shoes to garden. She leads a team that encompasses and executes all brand marketing, direct-to-consumer business strategy, customer insights and analytics, and editorial content — across all social, digital and print platforms, online and in stores.
Prior to Anthropologie, Preis spent a decade in the beauty industry, gaining experience at well-known industry leaders and digital-native, high-growth startups alike. As the vice president, North America marketing for Estée Lauder, she led strategy and execution for all integrated marketing, including trade marketing, digital and traditional media, and product marketing. Next, Preis served as the chief growth officer at BH Cosmetics, joining immediately after the digitally native brand received majority private equity investment.
Prior to beauty, Preis led the direct-to-consumer marketing efforts at J.Crew and Saks Fifth Avenue. At both companies, she spearheaded customer acquisition, engagement, and loyalty efforts across e-commerce marketing, direct marketing, and rewards program/loyalty marketing. She graduated from Wellesley College with a double major in Economics and French. Preis earned her MBA at INSEAD in Fontainebleau, France. She lives in Philadelphia and New York with her husband, Stephen, and their dog, Lucy.
