Last year—2012—was a watershed year for J. Crew and for Diego Scotti. Diego joined the specialty retailer as Global Chief Marketing Officer to oversee all aspects of marketing in retail and direct mail for the company. Long known for its classic clothing, J. Crew has morphed in a fashion-forward brand while also becoming a popularized favorite of US First Lady, Michelle Obama. In 2012, the specialty retailer doubled its advertising budget and went against the industry grain by using real customers in their campaign--brand enthusiasts who were accomplished individuals, rather than models or celebrities. Diego Scotti saw such “jcrewacholics” as having “an impact on our customers and culture in general.”
Plus, through its new “Hello World” website marketing campaign, J. Crew launched in 78 new markets in 2012 through a new global e-commerce platform. The retailer can now market and ship to 107 countries with local language, currency and payment options.
Diego Scotti joined J.Crew as Global Chief Marketing Officer in November of 2011. Diego oversees all aspects of marketing in retail and direct mail for J.Crew and Madewell. Before joining J.Crew, Diego was Executive Director of Marketing at Vogue, where he was responsible for the overall vision and marketplace positioning of the magazine. Prior to Vogue, he was with American Express for fifteen years, where he held several domestic and international positions, departing as the Head of Global Advertising and Brand Management.