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In Ep. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn’s career trajectory and unpacking her learnings from “finishing school” brands like P&amp;G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman’s Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance “heritage and heresy” at David Yurman—honoring the brand’s legacy while also surprising and delighting the modern consumer on platforms like TikTok. Next, Carolyn shares her process for getting to the core essence of a brand, and explains how the key elements of David Yurman are its creativity, innovation, commitment to craft, and family-run roots. To close the show, we discuss David Yurman’s approach to working with creators, before Carolyn shares her advice to others looking to achieve a similar career path. In this episode, you will learn:&nbsp;1. How David Yurman successfully intertwines heritage with heresy to create a compelling brand experience for their modern consumer2. How Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition3. David Yurman's approach to working with creators to bring luxury into the real world Resources:<ul><li>David Yurman - <a href="https://www.davidyurman.com/" rel="noopener noreferrer" target="_blank">https://www.davidyurman.com/</a></li></ul> Connect with the Guest(s):<ul><li>Carolyn’s LinkedIn - <a href="https://www.linkedin.com/in/carolyn-dawkins-b0502330/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/carolyn-dawkins-b0502330/</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Carolyn Dawkins

Chief Marketing Officer at David Yurman

In Ep. 104 of Earned, Conor sits down with Carolyn Dawkins, the CMO of luxury jewelry brand David Yurman.




104 - Carolyn Dawkins, David Yurman

David Yurman CMO Carolyn Dawkins On Balancing “Heritage and Heresy” in Luxury Fashion

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!